Some sell the traffic based on clicks, some based on impressions, some based on visitors and some based on leads.

It all boils down to knowing the traffic source, building offers that work for that particular source and then tracking and continually monitoring everything.
Here is a list of possible traffic sources:

Table 4 comScore Ad Focus Ranking (U.S.) November 2010 Total U.S. – Home, Work and University Locations Source: comScore Media Metrix

The list above nicely illustrates, that Google is the largest single traffic source, but there are many more that can deliver excellent quality traffic for you.

You can hire a media buying agency to buy media from different place for you and help you to set up campaigns and monitor it. The fee for this is usually 15% of your advertising spend.

Each network has different minimum buys (usually between $500 to $10,000).

I suggest to start with one additional network. The benchmark would be Google Adwords, as you already do that and are having good results and numbers to compare with.

by turoczy under CC BY  with wpseopix.com

Media Buying

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Once the first additional network is producing (producing means spitting out high quality leads that turn into buyers), we would ramp it up and in the mean time get the next network running.

If Google produces excellent results now, there is no reason why the other networks should not work. By using other networks, you can get more leads, possibly reduce the price per lead while keeping the quality the same or even increasing the quality.

Also, you would reduce your risks:
The barrier to entry on Google Adwords is extremely low. $5 and anybody is in business.

A couple clicks and any competitor can duplicate what works for you. ]]> http://www.jeschke.com/media-buying.html/feed 2 http://www.jeschke.com/a-homeless-man-with-a-golden-voice.html http://www.jeschke.com/a-homeless-man-with-a-golden-voice.html#comments Wed, 05 Jan 2011 21:17:45 +0000 HP Jeschke http://www.jeschke.com/?p=317 Here is a video showing a homeless guy in Cleveland, Ohio. What’s so fascinating about a homeless guy you might ask. Well the 53-year old man has a golden radio voice.

After the video went viral, the Cleveland Cavaliers offered Ted Williams a job.

Williams said he went to school for his voice training, but that his life was later affected by alcohol and drugs in the 1990s. He says he has been sober for two years.

I think it is quite amazing and inspiring.

Most companies try to get traffic from Facebook to their own web site. While that is possible, it is not the most efficient way to do it. A much better way is to create a campaign where the traffic stays on Facebook. This has two advantages:

1. The cost for the traffic is markedly less. Instead of paying $0.70 or so per click, you can sometimes get targeted traffic for $0.05 to $0.35 per click.

2. The more people you drive to your landing page, the more it goes viral. Over time you get more and more free traffic to your landing page.

Overview of Viral Facebook Lead Generation Campaign

Create an advertising campaign on Facebook, targeting the desired decision makers. The ad leads to an internal Facebook page. The user is given a free ebook for “liking” the page. Once the user has “liked” the page, he or she will be presented with the promised download link for the ebook. On the same page the user will also learn, that there is a part 2 of that ebook with some “must have” information. That second part is also free, but the user has to give his name and email and opt in to receive emails.

The “forced” like feature creates additional leads, as these likes will show up on the user’s timeline and all their friends will see what they just “liked”.

The user opts in to receive email updates. The email updates will be designed in a way that the users get more and more familiar with your company and you build trust.

It will be determined whether it is best to ask for the phone number initially or whether that should be asked for down the road through ads or “coupons” in the follow up emails. The “coupon” could be for a free consultation with a consultant a discount or whatever would work in your particular business.

Program steps to set up the Facebook campaign:

1. Get familiar with the product and the sales process                         Time estimate: 10 hours
2. Define target audience and main buttons                                             Time estimate: 10 hours
3. Create the ebook part 1 and part 2, about 20 to 30 pages each Time estimate: 40 hours
4. Create graphics, ebook covers, Facebook graphics, ads                  Outsource: $1,000 – $2,000
5. Set up 3^rd party autoresponder account (Aweber.com, $20/mo.)              Time estimate: 5 hours
6. Create about 10 follow up messages                                                       Time estimate: 20 hours
7. Create Facebook landing page                                                                   Time estimate: 10 hours
8. Set up Facebook ad campaign                                                                    Time estimate: 5 hours
9. Proofread all copy by 3^rd party                                                                   Outsource: $500 – $1,000
10. Optional: Integration with current lead delivery and customer data base Time estimate: TBD
11. Run campaign on Facebook and adjust accordingly           Time estimate: 5 – 15 hours/ week

The time estimate to set the thing up is about 100 hours, plus about $1,500 – $3,000 in outsourced work.I have written “outsourced” from my point of view, as my company does not specialize in design work.

Once set up, the campaign needs to be funded. It is very difficult to predict how the advertising spend will be per week or per month. I suggest starting with a couple hundred dollars and then evaluating results.

It is also very difficult to predict how many leads a machine like this might spit out and what the cost per lead would be.

The autoresponder sequence and the ebooks are reusable for other online campaigns as well.

It basically consists of replacing bad content that happens to appear on Google or other search engines, like Bing or Yahoo, with content that was created or controlled by you or your company.

Video on Online Reputation Management

While it is not in all cases difficult to repair the online reputation, it means usually a lot of work. There are certain things that have to be done on a daily or weekly basis. You can hire us to fix your online reputation and get on with your life.

If your online reputation is wrecked, it is usually difficult for yourself to handle it. Yes, you can read up on how to do it. But really doing it and being confronted with all the bad things about you or your company is no fun.

We ca do the job professional for you. We are not emotionally connected to whatever is written. We are also not your judge. You tell us what to handle and it will get handled. The bad things might be true or not. But what good is it if all the negative results kick you in the back all the time? Give us a call now and lets discuss your case!

photo credit: Tony Webster

Most of them are pretty worthless: They either nave no PageRank, no traffic or allow no dofollow links (unless you upgrade and pay between $1 and $50). But there are some press release distribution sites that have PageRank, good traffic and allow links that are dofollow.

If a press release service is not syndicated by Google News, it’s plain worthless. I’ve submitted to them just to have some more meat for the story. If I would have only used services that submit to Google, you might have take that fact for granted.

By the way, there is one secret weapon in regards to press release services. It brings you the PR News Wire distribution (at least the online part) for only $350 as opposed to $650 directly. Just give me a call to find out more

UPdate 12/26/2010:

www.prlog.com is now listed in Google news.

Does your Online Reputation look foggy?

The bad results have usually some “juice” behind them. And very often the bad results reside on trusted web sites, like government pages or web sites from Newspapers etc. If you want to push these negative results off their places, you need much more than just creating a few social media profile pages.

The profile pages that you have created in order to outrank the negative results need to be charged with some serious link juice. After they are charged up with link juice, they can start to outrank your bad stuff. How much link juice you will need, depends a lot on what kind of PageRank you target has. The higher the PageRank, the more effort in necessary in order to outrank them.

Google, Bing and Yahoo gives a lot of trust to government web sites. The same is true for web sites from newpapers and other media. If they have published some negative items about you or your company, you basically have to outrank them with your good results.

It took years for these web sites to build up to the size that they have now. So, you can not expect to easily outrank them with some cheap social media profile pages without any further work.

photo credit: stefanopa

A few days to 1 Month
Google discovers your site and starts to index a handful pages. If your page can not be found in Google after a month, you must have committed some serious blunders.

2 to 3 Months
In the first few months Google starts to index your web site. Not all pages are indexed yet. Google determines a crawl schedule. It is very important that you add fresh, unique content at least on a weekly basis and add backlinks from relevant pages. Depending on your niche and on your efforts, the PageRank should be between 0 and 4 by now. Yes, it is true, PR4 is possible after 3 months.

6 Months
By the end of the 6th months, all your pages should be indexed completely and Google digests your backlinks to determine your ranking. Some of your keywords start to nip from the first page. You should continue to add relevant backlinks and unique content on a regular basis. The Pagerank can improve slightly.

12 – 24 Months
Now you should see a marked increase in traffic, as well as a much improved PageRank and some stable ranks for your keywords. A PageRank of 5 to 6 is possible now. If you are doing at least some things right, Google should trust your site now. But careful: don’t stop the engines now or your site will crash badly.

Another thing: Don’t expect to get a page one listing for any meaningful keyword by “investing” a couple hundred dollars. That will not happen! For any industry you will find some guys with very deep pockets. That means you are competing against real SEO budgets.

However, the power of the Internet makes sure the competition is healthy. This means that a store that’s only a few miles from your store and is nearer to a major city doesn’t mean that it will be ranking higher than you. The only way this has any of affect at all is when your store is at a large distance, over 20 miles. Then in that case, the distance becomes a factor.

You might be surprised and at the same time happy to know that it doesn’t take anything different to boost your ranking in Local Google search, it’s pretty much the same. For example, the crucial aspects such as on page and off page SEO will still play a major role in the ranking of your website. If your locally targeted website contains content that’s SEO optimized with the right keyword density, then it will definitely be ranking higher than the others.

As with any regular search engine optimization, when you use the right keywords on your site, your rankings will dramatically improve in Google’s local searches. Just make sure your address appears at various places on your website, so that it can be crawled. Also have your city name inserted in important places such as the headings and of course, the title tags. When you do this, the chances of your site coming up when someone searches using your local keywords get strong.

If you’ve tried Google SEO for a while now, you know how much value Google gives to anchor text, so it’s important to have your related local keywords in your anchor text when linking to any external site that’s relevant (Example: SEO Services Tampa). Keep in mind that Google gives high emphasis to the position of the text appearing on the page. If all your targeted keywords are brought together and aren’t spaced out, it may affect your local ranking.

Finally, you also have to keep in mind what kind of rating your business has in the offline/real world. For instance, if you own a 5 star hotel, it will automatically be ranked higher than a 3 star hotel. That’s how Google works. All those sites that have a good reputation and a well known business are going to get a higher rank in Google local searches. Apart from this, manually adding your business to Google’s local search by going to their site is a good idea. This can give you a faster ranking. Remember, the longer your business stays on their listing, the higher it will be ranked. Businesses that aren’t long term and don’t stay around for long don’t get to rank well.

photo credit: davedehetre

Keyword Stuffing

This is undoubtedly one of the biggest and the most expensive mistakes one can make. You can also call the act of keyword stuffing “over optimizing”. A lot of people and web designers feel that when they add a desired keyword into the content of a page and its template, they will increase the chances of getting ranked higher. However, one must keep in mind that the search engines are intelligent. They look for a natural flow of keywords within the content body of the site. If you try to stuff your page with keywords, then it will be detected by them very easily. It’s usually fairly easy to satisfy the search engines: Just write naturally. The keyword density will most likely be fine. If your site offers good, fresh, quality content and the keywords are relevant to the theme of your site, then the search engines will reward you with a good ranking.

Build It, and It Will Rank

It’s hard to believe but there are still people out there who have this assumption that all they need to do is get their site indexed, search engines will rank it automatically in good positions over time. But they forget the fact that by injecting even the basic SEO practices into their website, they can rank better than the others. If a site is badly optimized, the chances are high that it will never be able to get a good ranking. Getting top search engine positions is not difficult, you have to do your homework first and implement the optimization process as much as you can, in a natural way.

Just Depending on Social Media

As we all know, social networking sites have gained a lot of popularity in the recent few months and there’s a big buzz around these, especially Twitter and Facebook. The reason is that they have spread by word of mouth and have made their way into people’s lives, becoming a need to them. But are they any good when it comes to link building? The right answer is they are worthless for SEO purposes. Facebook and Twitter might spit out quality traffic from time to time, but the backlinks you get from them are “No Follow”. This simply means that you won’t be getting any leverage from the links on these social sites. If you have been dependent on such sites to give you link juice, then you better start looking elsewhere.

Building Links Unethically

This is a serious issue that is growing day by day due to heavy competition. Many websites nowadays are trying to improve their rankings by unethical link building. There are unethical SEO companies out there who promise to give websites a large amount of links fast and easy. Even though they do deliver results and the links are indeed generated, the manner in which it is done is totally unethical and this could ultimately have your website banned from the search engines for indulging into unethical practices. If you’re outsourcing your work to a SEO company, make sure you know how the links are being generated, so that you avoid to get into trouble.

SEO or How to Get 'em boats out of da 'arbor                         Photo © CMJ Stock

When you are surfing the web, you may have noticed many websites with huge content on board yet with a few visitors. (You can get an idea how much traffic a web site has by checking it out at alexa.com.) Have you ever though why this is the case, I mean the little traffic? The only thing that they are lacking (assuming that they have sufficient and proper content) is search engine optimization. If that content and the website is correctly optimized for the search engines, it can drive a huge amount of traffic.

The search engine optimization aims at preparing the website to attain a better rank in the search engine results pages (SERPs). This means that the search engine optimization will involve refreshing every aspect of the website. Beginning from the URL and content, you will slowly be building links and will be working on submitting articles to article directories (Best bet here is www.ezinearticles.com) containing links to your website. All this is part of search engine optimization (SEO) and it is extremely important for the success of any online business. You will not get sales if you have not enough targeted visitors coming to your website.

Remember that believing that the visitors will come naturally to the website is a false concept. All you need to do to reject this belief is to make a search related to your keywords. How many pages do you see? A million or a thousand? Whatever the figure is, it is still huge. You will have to do things and you will need to put in effort in order to stand apart from others. Any natural or organic traffic will not come to your website if you are not located on the very first page of the search engine results.

If you have optimized your website, you might like to say that it cannot do anymore than what it is already doing. This again is not true. You can always improve anything and your websites is no exception. You can hire a search engine optimization professional and you will see the difference. Remember that hiring a professional is a job in itself and you must make sure that you are hiring the right person. Never believe in hiring the very first person who comes your way. Always perform tests and conduct interviews. Make sure that you are getting the best for your search engine optimization campaign.

Make sure that you are always adding excellent content on a regular basis to your website. All your search engine optimization efforts will dead end if you are not paying special attention to the content. Also make sure that the content is unique and is not copied from anywhere else (If in doubt, run it through copyscape.com).