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Guest post by: Dr Don Yates Sr PhD Become an Author

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Pretty Big subject! But it should be obvious to you that it means nothing to own a site – yours or someone else’s along with a hosting account for your site, if you do not advertise the site. No traffic equals any sales. This section will offer you some suggestions as to how and where you might place your site and get some business.

Online advertising is attracting everyone, including big corporations who often offer their own affiliate program in order to get more business. The corporation advertises and the affiliate advertises for the corporation. Some ads offer your 186 complete sites for just a $20 bill. Other Affiliate sites claim they will do the advertising for you – just sit back and collect your money.

We have shown that affiliates are competing with their site owners to get a piece of the pie, and Affiliates are competing with other affiliates to sell the same sites; often using the same canned email headlines.

Again, this section will offer you some suggestions as to how and where you might place your site and get some business. We cover various categories of advertising methods, since what works today, but may not work tomorrow. You may be limited to your budget, so see what free resources are available to you. Besides, you should take advantage of several marketing methods to get your message out. If something isn’t working for you, then investigate the alternatives. Do an online search and see what others are doing using the same method; otherwise drop it. There is plenty of free advice online (usually linked to sites of their choice to make their point.) Oh yes, we have already established that online advertising is not Scam Proof. One of the best tools is Pay-Per-click/SEO advertising. It is not free and be sure to read the potential scams risk.

The term online advertising is simply a term that relates to advertising online, or advertising over the Internet. In practice, online advertising is about getting your website in front of the people who are interested in your product or service. All you have to do is find the best terms and phrases that people search for who would like to purchase exactly your goods and services.

If you can do this then your online advertising will be successful, however, if you select the terms and phrases that do not relate to the goods you are selling then your keyword based online advertising efforts will likely fail. It really is as simple as that. In fact more small business owners are using online advertising to market their goods and services to their target audience testing different keywords to specific pages of their website in an attempt to get more leads from their online advertising campaigns. And guess what? Yes-small business people are finding out that without a doubt advertising online is the most economical way to market their goods or services.

You do not need to be a rocket scientist to use online advertising programs like Google Adwords or Yahoo Marketing. What you do need is patience testing keywords and logic when it comes to the message you list on the search engine and on the page that prospective buyers come to.

Online advertising is so flexible that even small businesses can afford to look into advertising online. Where else can you track leads per advertising keyword? Where else can you track the cost per lead? Where else can you track the dollar cost per sale? Only online advertising allows you to select the keywords for your online advertising campaign and track the effectiveness of each keyword in terms of sales and revenues. This is the ultimate power of online advertising. You wonder why Google has become a powerhouse in keyword based online advertising.

First off the traffic to search engines is becoming more valuable - how can we say such a thing? Well in the latest quarterly earnings from Google it is stated: Aggregate paid clicks, which include clicks related to ads served on Google sites and the sites of our AdSense partners, increased approximately 17% over the first quarter of 2008 and increased approximately 3% over the fourth quarter of 2008.

A 17 percent increase in paid clicks over last year is significant considering that surfers are aware of the differences between sponsored areas and non-sponsored areas in Google's search results page.

Having your web site advertised on a search engine is important when you know recent findings on the habits of search engine users. Researchers at Pennsylvania State University found that

• 80% of users typically visit only the first three results from a search query.
• 54% of the users views only one page of results in each keyword search
• 19% of the users view the second page of search engine results, and less than10% looked at the third page of search engine results.

According to market research sources, search engines outperform all other online advertising media in driving visitors to web sites. Moreover, consumers are five times more likely to purchase products after seeing search listings versus banner advertising. In fact, statistics show the following:

• 77% of Internet users employ search engines more frequently than any other online advertising media, surpassing banner ads, Web links, and e-mail links as the leading tool for discovering information about a product or service.
• 84% of Internet users who are online four or more hours each day reported they use search engines frequently to discover Web sites and find products or services.
• 55% of Internet users are more likely to purchase online after seeing search listings versus 9% for banner advertising.

Growth in online advertising for the first time will shrink to single-digits in 2009, according to eMarketer - yes it is still growing despite our worldwide recession.

Search engine keyword based marketing, like Google AdWords, is still growing at double digit growth rates. Look at the pricing revolution online advertising news article for April. The fact remains that there may be a big pricing revolution in advertising online; however when you are focused on search engine online advertising then growth is fine.

More and more business people understand the power and simplicity of search engine marketing and how online advertising benefits their business (in terms of sales). So yes the US economy is shrinking, ever so slightly, however online advertising (specifically search) continues to grow.

The world of online advertising can be divided into a several different advertising options. These options are not exclusively the only areas from which to choose, however they represent the most popular areas within the online advertising menu.

More than 50% of the total spent last year in online advertising. This relates to keyword based search engine optimization and paid advertising via pay per click campaigns. The three biggest sources of this type of advertising are Google, Yahoo, and MSN.

There are plenty of additional smaller online search advertising options but these three are the best of the best and each one has a pay per click advertising interface that is simple to use.

Just in case you are wondering the big three search engines represent 98% of the entire search advertising market. Get it correct with the big three search engines and you are getting it right with 98% of your keyword based search audience.

The great thing about search engines is that they make it so easy to purchase traffic. In fact online advertising has now become as easy as click, setup, and pay. All you need to do is select the appropriate keyword(s) for your service offerings, select the geographic region you want to represent, and away you go. Note that search advertising is paid per visitor so if your ad is not clicked on you pay nothing. How would you like to buy a billboard on the road that you only pay when someone calls you?

Experts refer to this type of online advertising as an outstanding deal. Even Google will give you free credit card processing for all the goods you sell online providing you are purchasing traffic from them and providing your ROI (return on investment) is less than or equal to 1,000 percent. Even Google thinks you should be able to make ten times your online advertising spend in total revenues. That says something right there.



Display Ads: 21%

21% of the total online advertising last year and falling fast. Banner or contextual advertising is not popular and is not working; even at these cheap costs per thousand impression rates.

Here you rent space on a web site and if you get many visitors to your site great since you pay for the space and not for the visitors. This is not the best way to advertise, but there are plenty of places to get CPM deals in the $0.60 or lower range so why not pay next to nothing and see what sticks.

17% of all spending last year or just over $4 billion dollars spent on classified advertising. So next time you say classifieds are not for your company or service offering you better think again. In terms of dollars spent last year classifieds came in at roughly one third of the amount spent on keyword based search. Classified ads run at a cost per space and not for visitors directed to your website so again you are paying per thousand page impressions whether people click on your ad or not.

Lead generation 6% of all advertising spending last year, or over $1.4 billion dollars.

It is interesting to see Google use lead generation in some cases since we all know Google is getting short end of the stick on their paid keyword based advertising (per click). How do we know that? Well if I am a company and I spend $1 to make $3 from traditional advertising (TV, radio, newspaper) and now I am spending money with Google to the tune of $1 for each $9 in revenues then it stands to reason that Google is getting the sorry end of the stick compared to the cost of traditional advertising. Some argue this is exactly why keyword based search advertising is destined to grow.

4% of all spending last year or almost $1 billion dollars. This sort of relates to display ads, except that these ads are video targeted and most networks know that the targeting aspect alone will improve conversion rates. In advertising, the better the targeting, the higher value and the greater the advertising revenues. Could this be why Google bought YouTube for over $1.5 billion dollars?

Holding on at 2% of total online advertising last year. Hard to believe email advertising accounted for $500 million dollars in revenues last year. That is a lot of money spent on email advertising.

Search online advertising brings keyword based search traffic to your door. Keyword based search brings exactly your targeted audience to your ad message. Technology experts predict that more and more people will access the Internet at a higher speed than ever before and this added speed makes getting audio or video news and information simple and fast. Keyword based video advertising will get increasingly popular as the cost of broadcasting that video over the Internet falls and as more and more people can see that video clearly (as a result of increasing access speeds).

How neat would that be if we could see a video of the product or service before we actually bought it, or see the people behind the company that sell us that "catalytic converter". Online advertising via video feeds to your cell phone from live or recorded messages are only a moment away.

Technology is moving so fast even the online advertising industry can barely come up with applications that meet the changing (and better) Internet technologies. The future of online advertising looks bright and very exciting to be sure. It is up to you to make sure you understand the changes that are taking place and up to you to become part of the online advertising boom.

Online advertising is made easy by the use of search engines. Put it this way, if you can read then you can get your product or service on any of the big three search engines in less than ten minutes. All you have to do is open an account at Google or Yahoo or MSN and away you go. It does not get any easier than that. They have experts who help you every step of the way, and frankly, their advertising programs are so user friendly it is incredible. Online advertising made easy. OnlineAdvertising

A powerful ad is one of the most important aspects of your success. The secret to a successful ad is your HEADLINE. You only have a split second to grab your targets attention. Your potential customer will most likely scan the ads and only read one if it catches their attention. Write your ads with passion, excitement, and benefits.

A Attention Grab your targets attention

I Interest Create curiosity

D Detail Provide details

A Action Call for action

Create an urgency to act now. Creating asuccessful ad will takeagreat deal oftime and effort. You'll needto write itandre-write it over and over again before you come up with agreatad. We all know the importance of a powerful headline.

However, writing a great headline is not as easy as it sounds. An effective headline will literally force your potential customers to learn more. It will instantly ignite a certain emotion and intrigue them to read on. In order to write an effective headline, you must learn how to use specific words to achieve a specific reaction.

Before writing your headline, you must first learn a little bit about the basic human motivators. According to psychologist Abraham Maslow, human behavior is always the result of one or more of five basic needs. He listed these needs in a sequence that he refers to as "the hierarchy of human needs." He believes that until a less important need is met; there will not be any desire to pursue a more important need. Below are the five human motivators, beginning with the basic needs and continuing to the most important needs.

Physiological	Basic human needs include hunger, thirst, shelter, clothing and sex.
Safety (Security)	Human need for physical, emotional and financial security.
Social (Affiliation)	Human need for love, affection, companionship and acceptance.
Esteem (Self Esteem)	Human need for achievement, recognition, attention and respect.
Self-actualization	Human need to reach their full potential.

When you are aware of the basic human needs, you can incorporate these needs into your writing. A great headline will appeal to your potential customers' emotions. You must feel their needs, wants and desires and write your headlines with passion and emotion.

When writing your headlines, keep in mind, you only have a few seconds to grab your potential customers' attention. If your headline doesn't immediately catch their attention, they'll simply move on and never return. Below are several different formulas used by professional copywriters to write compelling headlines?

Headlines beginning with 'how to' are very successful, as the Internet is all about information. Internet users have a strong desire to learn.

A headline beginning with 'how to' immediately grabs your potential customers' attention and forces them to read on.

Headlines written in the form of a question are very effective, as they appeal to your potential customers' emotions. When they read a headline written as a question, they will answer the question in their mind. If the question identifies a specific need, want or desire, they will read on.

A command headline focuses on the most important benefit your product or service has to offer. It instantly demands your potential customers' attention and intrigues them to read on.

News headlines are very effective and used to announce new products and services. They are written in the form of an announcement or introduction and create curiosity.

Headlines written in the form of a testimonial are very effective, as they instantly begin building trust. When writing your headlines, certain words, when combined together, will literally draw your readers' attention to your ad See List for "Power Words" that consistently work.

Just as certain words ignite different emotions, certain subjects have a broader interest than others do. Some of the most popular subjects include wealth, love, health and safety. Take your time and try the different formulas according to your needs. Use a combination of the power words and write a headline that sells. By learning the art of writing headlines that focus on the basic human needs and emotions, you can increase your sales considerably.

Developing and implementing a strategic marketing plan is an essential part of your success. However, unless you're testing and tracking your strategies, you may be losing a great deal of time and money.

You can dramatically increase your sales simply by taking the time to test and track your results. Not only will it help you to determine what's working and what's not, but it will also enable you to focus your efforts on the strategies that produce results.

When testing your marketing strategies, keep in mind, a strategy that produces results for one person may not produce results for you. There is no 'set in stone' strategy that works for everyone. You must develop your own style and technique and test your results to determine what works for you. Below are some ads tracking resources to assist you in your testing and tracking endeavors.

LnkinLite

If you're looking for a simple way to track clickthroughs, then LnkinLite may be your answer. This free script will enable you to easily keep track of the number of clicks a specific link receives. Instead of using your standard link within your advertising, you can use a link created by this script. It will track the number of clickthroughs and instantly redirect your visitors to your URL.

Willmaster's ProLinkz

This powerful script is a link creator, tracker, disguiser and manager all in one. It will enable you to create uniquely coded links that redirect to any URL you specify

and count all hits and referrers. Cost - $45.00

AdTrackZ

This script will enable you to set up an entire ad tracking campaign including statistical reports for referring URLs, what browsers your visitors have installed, what operating systems your visitors are using and much more. Cost - $47.00

LinkCounter

A free service that tracks the clickthrough rates of your links. In addition to tracking your links, LinkCounter hides the URL of the link destination. This will prevent users from removing or changing your affiliate ID when visiting an affiliate site through your link.

HyperTracker

The PRO version of HyperTracker contains a number of advanced features including: unlimited advertising campaigns, tracking of sales and actions, special scripts that let you promote your own website address in your campaigns and much more.

Adminder

An online tracking system that will enable you to track an entire advertising campaign. It will enable you to see how many visitors were generated by each of your ads, keep track of sales that were generated by each ad and calculates the cost-per-click, cost-per-sale, and click-to-sale ratios for each ad

If you'd rather not use any of the products and services listed above, you can use some alternative methods. Below is some example tracking methods you can use to track your response rates:

URL

You can track your ads simply by adding some special coding to your URL. To code your URL, add a question mark followed by a special tracking code to the end of your web address. Your coded link will still open your web page. Your code should look something like this:

http://www.yourdomain.com/?ad1

The text after the question mark should identify a specific ad you can code it however, you would like. To view your results, you'll need to look at your log files. Your code will be displayed within your log files beside your URL.

Email

Track your email responses to specific ads by using the email subject. Select a specific word to be placed within the email subject for each ad. Although you can request that a certain word be placed within the email subject, many times it won't be supplied. To avoid this problem, you can create a special email link that will automatically fill in the subject when clicked on. Your link should look something like this:

mailto:you@yourdomain.com?subject=ad1

Testing and tracking your strategies is an essential part of doing business. By concentrating your efforts on strategies that produce results, you can not only increase your sales, but you'll also save yourself a great deal of time and money. WebSourceNet

Other than the message above of using “How To” in your headlines, several searches in different combinations, nobody has come up with an answer for you. Many identify spam, other talk about forums, articles, etc., but no one seems to have the No Spam Headlines Solution.

Some sell or provide free Spam software. They tell us what not to do, tell us how to do how to eliminate Spam, but they don’t tell us how to be creative without using Spam.

This reminds me of being in business; when managers come to you with their problems, but they don’t offer a recommended course of action or alternatives to solve the problem.

Therefore, our challenge remains, how to Write Headlines and Advertisements without using Spam that will still motivate the reader to click. Maybe someone that joins our group will have an answer for us all.

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