Common Ways People Waste Their Marketing Dollars! (1 of 2)
by: Blair Ballard
1. Why paying to get your web site automatically submitted to ten zillion search engines doesn't pay off.
The key search engines prefer you to submit manually in order to get the best results. In fact some view automatic submissions as spam, persistent submitting may result in more harm than good for your site.
Search engines get their listings by either surfing (spidering) the web like you and I, or from the 2 key directories Dmoz and Yahoo. To my knowledge you cannot automatically submit to these directories, nor would you want to as they are manually updated.
If you still insist on going the automatic submission route there are lots of free submission sites out there - just do a search for "Free search engine submission". I just entered that phrase for an exact match on Google and got 268,000 results!
2. Ignoring the importance of "Negative Keywords" in PPC campaigns.
Why? First let me explain what is a negative keyword in this context. When you create a PPC (Pay Per Click) campaign through the likes of Google or Overture you want your ad shown when people search for certain keywords. These keywords are probably not that different from the contents of your meta tags. A negative keyword is a word or phrase that you do not want to appear along with your keyword. For instance an internet marketing company might choose "Web Promotion" as a keyword. Their ad will now appear whenever someone searches for those two words.
Consider this company may not want to do web marketing for a particular line of business. The web company may want to add "Free" as negative words. By adding the negative keyword, when a User does a search for "Free Web Promotion" the company's ad will not be displayed. This saves a potential wasted click by the User and stops the company wasting money on a useless Sales Lead.
So just as you may have hundreds of Keywords in a campaign, you could have 10-100 Negative Keywords, depending on your target audience. But that just goes back to the point above - Marketing Plan!
3. Running a PPC campaign and don't check your own web site logs.
(continued...)
Common Ways People Waste Their Marketing Dollars! (1 of 2)
Page 2
About The Author
About the Author: Blair Ballard is founder of the MARKET YOUR WEB group. His experience spans from that of Corporate Project Manager to Webmaster for a Non Profit organisation. http://www.marketyourweb.com.
© Copyright http://MarketYourWeb.com 2005. All rights reserved
You may only reproduce this article “As Is” and where URLs are live active links.
blair@marketyourweb.com
|
|
