In the competitive world of search engine rankings, everyone aspires to secure a spot in the top 10. However, with millions of websites competing for these coveted positions, achieving this goal can be as elusive as winning the lottery. Many search engines have transitioned from a free submission model to a paid one, which only guarantees a review and listing of your site, not its placement. This can be frustrating, especially when you're investing money without seeing tangible results. However, search engines like Google and Goto offer a more promising alternative - paying for placement, not just a listing. This approach ensures that your hard-earned money translates into traffic for your website.
Goto, now known as Overture, is a pioneer in the pay-per-click (PPC) advertising model. As an advertiser, you select search terms relevant to your website and decide how much you're willing to pay when someone clicks on your listing. The higher your bid, the higher your site appears in their search engine results. This model ensures that you only pay when someone actually visits your site, not just for impressions.
Goto offers three packages for advertisers:
For optimal results, it's recommended to bid on multiple keywords or phrases. The top 3 listings are guaranteed to appear on Goto's partner sites like Direct Hit and other top search engines as "partner" or "sponsored" links. You can edit your bids and keywords at any time and receive monthly reports detailing all activity and current rank for each word.
Google's AdWords Program is another effective platform for targeted advertising. You create a short classified ad and select keywords you want to be found under. When someone searches for a phrase you've chosen, your ad appears on the results page.
Pricing for AdWords is based on the position in which they're shown. Google positions ads based on how many users click on it over time. Current rates are $15.00, $12.00, and $10.00 (per thousand impressions, or ads shown) for positions 1, 2, and 3, and $8.00 per thousand for positions 4 through 8.
Opening an account is straightforward with a credit card, and Google guides you through the ad creation process. Ads are limited to 25 characters for the title and 35 characters for the 2 text lines and the visible URL. After registering, you can view reports on your clickthroughs and impressions, and manage your ad campaigns as needed.
Investing in marketing your website is essential. If you're going to spend money on search engines, ensure it's with a results-based model like Goto or Google. This way, you're not just spending money, but investing it wisely.
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