The Axandra newsletter archive - 1 March 2005
Welcome to the latest issue of the Search Engine Facts newsletter.

This week, we're trying to find out how to run a successful pay per click campaign.

In the news: We have released a first beta version of IBP 8. Many web surfers use more than one search engine, four words seem to be ideal for web search, Yahoo celebrates its birthday and more.

Table of contents:

We hope that you enjoy this newsletter and that it helps you to get more out of your web site. Please pass this newsletter on to your friends.

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. Facts of the week: How to succeed with pay per click

Running a pay per click campaign can quickly cost a lot of money if you don't know how to do it correctly. Many webmasters face the following situation:

  • They set up a pay per click campaign.
  • They get many visitors and pay lots of money.
  • They don't get a single sale.

Of course, that's not how it should work. If you create a pay per click campaign without planning it, changes are that you'll quickly lose a considerable amount of money.

There are a few basic things you should consider before starting a pay per click campaign.

1. Choose the right pay per click search engines

There are hundreds of pay per click search engines. Only a few of them are worth your time and money. Concentrate your efforts on the big pay per click search engines.

The smaller pay per click search engines don't get many visitors and chances are that their anti-click-fraud systems are not very sophisticated. A list of popular pay per click search engines can be found here.

2. Choose the right keywords

Do not bid for every keyword you can think of. You'll pay for every single click. Only bid for keywords that attract targeted visitors that are interested in what you have to offer. Of course, the keywords you choose for your pay per click campaign should often be used by web surfers.

3. Know how much you can pay for a click

Many webmasters don't know how much they can afford for a click. You must make sure that you get a positive return on investment. Otherwise, you're wasting your money.

For example, if you make a profit of $30 per sale and if you need 100 clicks to generate one sale, then you can pay a maximum of 30 cents per click if you don't want to lose money. Use this formula:
Profit per sale / clicks per sale = maximum cost per click
($30 / 100 = $0,30)

Although most web surfers prefer unpaid search engine results, pay per click search engines can be a good alternative if you quickly need targeted traffic.

Pay per click campaigns can bring you lots of sales but they are also very risky if you don't do it right.

Many more powerful tips that help you to lower your pay per click advertising costs while increasing your profits can be found in our Google AdWords eBook.

Natural search engine results will bring targeted visitors to your web site without paying. You should use pay per click search engines only as a completion to your other search engine optimization activities.

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IBP 8 beta version now available for download

We invite you to participate in a public beta test of IBP 8. The new IBP version is twice as powerful as the old IBP 4 version, that's why we called it IBP 8.

This is new:

  • Link Popularity Improver
  • Web Site Optimization Editor
  • Scheduler to automate ranking checks and submissions
  • Keyword Editor with special Google AdWords support
  • Pay Per Click Search Engine Manager
  • enhanced project management: one project for all tools
  • you can work on multiple projects at once
  • better report customization
  • complete new user interface to support the new features
  • click here to see a complete list of all improvements

IBP 4 users: The new IBP 8 uses a new project concept, but it will try to import your IBP 4 projects automatically. Your IBP 4 installation will not be touched.

Note that this is a pre-release public beta test designed to help finding problems in the new version before release. Use it only for testing the new version. Test it now!

2. Search engine news of the week

Majority of online searchers use multiple search engines

    "Nielsen//NetRatings [...] reported today that a minority of searchers exclusively use only one of the top three search engines-Google Search, Yahoo! Search and MSN Search."



AOL goes public with local search

    "America Online on Thursday began featuring a new Web site for finding local services, in a further bid to win back Web searchers from rivals."


Yahoo plans to phase out Overture brand name

"Yahoo Inc. said [...] that it would mostly stop using the name of a Pasadena-based sponsored-search company it bought 17 months ago." (Registration is required to view this article)



A9 Search looks to patent its shtick

    "The A9 search service tries to boost search relevance by taking into account what the searcher did before. Now, it hopes to get a lock on the method. [...] We have a gazillion consumer protection laws that exist precisely because [...] people make a lot of mistakes about this stuff."



Search engine newslets

  • Google has added a movie search command.
  • Survey warns Google on customer loyalty.
  • Yahoo has released a developer API.
  • Yahoo has a countdown web page for its 10th birthday.
  • FindWhat blames low growth on quality control.
  • Microsoft signs deal with PicSearch to beef up MSN Search images.
  • Yahoo expands image search.
  • Lycos adds a dating search feature.
3. Articles of the week

In web search, the sweet spot is four words

"Internet users who use four-word searches are more likely to purchase goods or services or receive items of value than those using fewer words."



How Google's Blogspot helps spread unwanted software

    "Google claims to be on the right side of the spyware problem. [...] Yet Google is far from blameless in the spyware battle. Of particular concern: Numerous blogs hosted at Google's Blogspot service contain JavaScript that tries to trick users into installing unneeded software."



Yahoo! set to celebrate 10th anniversary

    "People gave us no chance of success 10 years ago [...] We have a lot of competition as always, but now we have got ourselves in a leadership position where our future success is really up to us."



Google empowers a quiet invasion

    "As a nation, our rights to privacy are being stolen in ways we don't even notice. [...] While we focus our energy on the apparent, we let our guard down to the stealth intruder."



Google's new tool bar described as evil

    "Web surfers and bloggers have hit out at Google's new toolbar that adds links to words and phrases, dubbing the service evil."

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4. Recommended resources

"I became #1 on many of targeted terms"

    "I was silent for a while waiting for results of my optimizations. Right now I checked my position in Google again, and I was HIGHLY IMPRESSED. I became #1 on many of targeted terms, and most of other terms (except of 2 or 3) are in top 10!

    I need to say that this happen SUDDENLY about 1-2 months later since optimizations, but I'm your fully satisfied customer now. [...] Thanks for your great product!"
    Rafael Pankratau, www.rafcamera.com



Lower your advertising costs and make more profit

    If your AdWords pay per click campaigns don't return a positive return on investment (ROI) or if you're paying too much for your PPC ads, take a look at our new Google AdWords eBook.

    Find out how to lower your advertising costs while increasing your profit.



Want to be mentioned in this newsletter?

    Just send us some words about your successes with IBP or ARELIS and you might get featured in this newsletter along with your web site address.

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5. From the developer's kitchen: The next IBP version - part 8

This week, we continue our series about new features in the upcoming new IBP version.

Even more features and many improvements for your web site success

The new IBP version will have many more features and it will have many improvements over the current version. No other web site promotion tools offers as many features as the next IBP version.

Customize the reports

Every week, we'll reveal another feature of the next IBP version.

Among many other great new features, the next IBP version will have a built-it web site optimization editor that allows you to quickly make your web pages search engine ready.

For example, IBP's Web Site Optimization Editor allows you to quickly change the title and the meta tags of a web page. IBP displays the keyword density of selected keywords in real-time while you edit the web page elements. That allows you to quickly create tags with the perfect keyword density.

You can also quickly edit IMG ALT tags, link texts, other meta tags and even local search tags with IBP's web site optimization editor.

Get the new version for free!

Of course, the new IBP version will also offer improvements in the Search Engine Submitter, the Ranking Checker and much more.

The next IBP version will be a free update to all current IBP users. It will be released in the this quarter. If you buy IBP now, you'll get the new version with many more features for free.


The first IBP 8 beta version is now available

We invite you to participate in a public beta test of IBP 8, the new version of IBP with many improvements and new features. The beta version can be downloaded here.

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6. Previous articles

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