For many small businesses, paid search advertising is the way to go rather than search engine optimization because of the speed of implementation, and the control you have over your content.

As you would expect from its name, paid search advertising is not free (but then again, search engine optimization isn’t really free either, when you consider the time it takes). Paid search advertising has many advantages that you really should consider. In certain ways, pay per click advetising (PPC) is everything that marketing through search engine optimization is not. In the following seven points, we'll take a look at these differences.

Qualified Traffic

As we have noted elsewhere on this site, studies indicate that searchers are most likely to click on organic search results (about 60% of the time). But that still leaves 40% clicking on paid search listings--you know, the ones over to the right hand side of the page… AND 40% is still a significant chunk of of your target market. What’s more, these folks are probably a lot more prepared to buy. After all ,searchers know your ad is a paid ad... and they have still clicked it anyway. That counts as qualified in my book!

Speed

Paid search can get your small business up and running fast, fast, fast! You should be able to see measurable results within a few days. You can also make changes to your paid search programs on the fly and see the results of your changes almost immediately. That’s a tempting treat for any marketer!

By comparison, search engine optimization requires substantial off-page optimization (primarily link building), plus plenty of on-page optimization through tweaking or re-writing of your webpage copy, and carefully working with your code. All of which require a significant investment of time and attention to detail. Plus, it can take months for you to begin seeing results and additional months to see the effects of changes you make along the way.

So, if your business runs seasonal promotions, events or just want faster, more measureable results, then PPC advertising is where you want to be.

Getting started with pay per click is quick. Setting up a well run, profitable PPC campaign takes time and effort. If you have been wanting to get into paid search that have not been able to set aside the time to make it happen you call Ad Trends Advertising at 816.228.1123 or send us an e-mail customerservice@adtrendsinc.com. We can get you set up , help you identify and meet your goals, and manage your program for maximum efficiency and effectiveness.

Low Upfront Cost

Paid search has probably the most inexpensive startup costs of any marketing technique we have ever seen which is a real boon for small businesses. If you do it yourself, setting up your initial account(s) won’t cost more than $5-10.Paid search may allow you to start small but you don't have to stay small. PPC has tremendous potential to ramp up and become a significant contributor to your marketing mix. However, PPC also has the potential to blow through a lot of cash quickly if you are not disciplined and experienced in this kind of marketing.

You may want to work with an experienced search marketing professional to avoid costly mistakes. But, if you are going it alone, then pay attention to the budget options and stick to it... don't get impatient. Most paid search interfaces have excellent options for setting daily budgets and other cool tools. Our advice is to start very small, then increase your budget slowly as you see results coming in and measure their effectiveness. Don't get overly excited about the volume of traffic. Stay disciplined and focus on the numbers.

Highly Targeted Promotions

A lot of search engine optimization work will be focused on capturing searchers who are only looking for or information with some focus on capturing shoppers looking for the particular product or solution. Paid search however, is all about buying and selling. Plus, the searchers who click on your page's search ads realize they are clicking on an ad and click anyway! Paid search also has options to identify searchers by geographic locations. This can be a real boon to businesses with a local footprint.

Lots, and Lots, and Lots of Keywords

Search engine optimization requires you to focus on a few very important keywords and focus, focus, focus! This prioritization of your efforts means you leave a lot of other keywords untapped … unless you plug them into a paid search program (which, by the way, is an excellent strategy)!

You simply cannot optimize any site for hundreds, let alone thousands, of keywords. But paid search programs allow you to target an unlimited number of keywords. That means you can reach deep down, and deeper still, into the vast pool of words your customers are searching on.

Flexibility

Paid search allows you to test on the fly and see results come back to you, sometimes within a single day. This speed of implementation for paid search can be very powerful for timely product sales, split testing and a whole lot more. Actually, paid search is so flexible you can easily get lost in the forest trying to test too many different variables. The upside is that you are guaranteed to learn a lot about which keywords work and don't work along the way.

Making changes and testing your keywords strategy for organic search engine optimization could take months and cost a lot in both time and money. Why? Because search engine optimization techniques reach so much deeper into the guts of your website. Search engine optimization ends up involving not only you , your marketing team, but also your IT and web people. Organizing it all can be quite a task. Because of this you will find it is very important to develop the right keyword strategy in the first place which means a significant amount of upfront research and planning that all costs money.

Don't get me wrong... search engine optimization is an excellent element of your marketing mix And should not be neglected. But for speed and flexibility you can't beat paid search advertising.

Greater control of your marketing message

Paid search advertising lets small businesses like you control what your listings say and how they look on the page showing all the search query results. Yes, you will be limited in the number of words you can use, but it’s a small price to pay for the control you get in return.

Search engine optimization requires you to focus on a few very important keywords. What’s more, you never really have control over what you’re organic search listings look like. Search engines select what are called "snippets" from your page title and page content (very often a range of words before and after the targeted key word).

Landing pages for paid search do not need to be tightly linked and cross linked into the pages of your website like they need to be for effective search engine optimization results. With PPC promotions, you can create a landing page for every promotion that has no purpose other than to greet your visitors and steer them in the right direction, test copy variables, or even make a sale on the page! You can create a page for the month of July, drive traffic to it for 30 days and then turn it off. It's a beautiful thing.

Successful search engine optimization pages need to be deeply linked into your overall site in order to get ranked well. Plus, for seasonal events or messages, search engine optimaization is next to useless since it can take up to three months for a newly edited page to be indexed and ranked by the major search engines.

But it’s not for everyone

Paid search can be difficult for low price, low margin products. Plus, for noncommercial websites who cannot attach a value to their web traffic, or have no conversion cycle, paid search is probably not the way to go.

But for most small businesses that are trying to acquire new customers, gather leads for telephone follow-up, or making a sale on the page, paid search definitely deserves a place in even the smallest marketing budgets.

Learn how to effectively utilize them and you will start dominating niches all over the Internet driving thousands of visitors to your site on a daily basis.

Be Relevant

Relevancy is defined as having relationship to. For example if your website was about golf, related content would include information about such things as golf clubs, golf courses and golf lessons.

Content about anything other than the topic of the website or related topics would not score for relevancy, thereby having no chance of ranking in the search engines. Search engines check your site for relevancy.

You need to be right on topic for whatever it is you are targeting with the content you create. A final word of caution about relevancy: Relevancy alone will not rank your site. You could have the most highly relevant, best original content ever written posted at your site, however if there are no sites pointing to it, it will never rank in the search engines. Relevancy does not work without the other concepts.

The first step is to choose the keyword or keyword phrase you want your content to target. Let’s say you’re trying to get a higher ranking for this keyword phrase, the topic I am currently writing about, "Improve Search Engine Ranking". First, you would want to find what people are searching for and specifically target that keyword if you want your content to rank for that phrase.

Make sure you include the keyword phrase in the title of the article. For example, your title could be "Strategies To Improve Search Engine Ranking". Always try to put the keyword or keyword phrase as the first few words of the article title. Always remember to use the keyword phrase, several times throughout the article. Finally make sure your the rest of your content remains 100% relevant to the keyword phrase.

Be Popular

Popularity works together with relevancy to improve search engine rankings. Popularity is based on two key measures:

1. How Many Sites Link to Your Site

A site’s popularity is measured first by the number of sites that directly link to your site.

To demonstrate popularity let’s take a quick look at YouTube. YouTube is one of the most popular sites on the Internet, Why? All links and embed codes taken from YouTube and embedded on other sites, whether on Facebook, Myspace, a blog, a sales page or a website, create automatic links back to YouTube where the video is hosted. Every time someone shares a YouTube video a link is created.

With the number of videos shared, Youtube gets thousands of new incoming links daily. This is one of the reasons why YouTube videos rank very highly on the search engines. Their site is super popular.

2. The Popularity of the Sites Linking to You

The more popular the site linking to you is, the better the score given by the search engines.

The more incoming links to your site the more popular it is. It is therefore always important to syndicate the content of your site (with a direct link to the content on your site), to as many sites as possible. The Internet presents a host of sites where you can post your content for free to increase your search engine rankings, including popular high ranking sites like article directories, blogs, social bookmarking sites, video sites, press release and social network pages.

Be Original

Originality basically refers to unique content. In simple terms the search engines ask the question, is this same piece of content all over the Internet? As an example, if I took a highly relevant and popular article from my site and posted it to hundreds of sites it would not rank high in the search engines as it would no longer be deemed unique.

There is no doubt that spreading your unique content across the Internet is important for driving traffic to your site. The secret is that the search engines value the original author as well as the original perspective. You would refer a friend or family member to a business that offered the exact same service as a 1,000 other people. Neither will the search engines. They will almost always rank the first article highest and more the repeated content lower in the rankings.

For help creating relevant, popular and original internet marketing campaigns, call Ad Trends Advertising at 816.228.1123 today.

Imprinted Water Bottle For Only $4.99 Each!

• 28 ounce capacity aluminum sports bottle
• High quality aluminum construction
• Leak resistant cap with flip open straw
• Carrying handle doubles as a carabineer to easily attach to your bag
• Available in Six unique brushed aluminum colors
• BPA Free

Minimum 72 pieces. Limited time only pricing. Set up charges, shipping, and other charges may apply.

Call Jeff Meyer today for an exact quote on these imprinted water bottles on sale - 816.228.1123!

In the past the beauty industry has proven to be recession proof, but there is no question that the recent economical crisis has left salon and spa owners across the country feeling a lot of pressure. Here are a few tips to help you focus on what you can and should do during this time for your salon or spa:

Use This Time To Re-evaluate

Be assured that the economic crisis we are facing will come to an end. And when it does, you have two choices. You can choose to come out as a stronger business with an edge over your competitors or complacently continue on the same path as before. Your choice depends directly on the actions you take now. Like all businesses, salon and spa owners who choose to use their time wisely in the face of adversity are and will continue to be the institutions that are the “ones to watch”, the “trend?setters” and the ones who “set the standard of excellence for others to follow.” With less clients coming through the doors of your salon or spa, your newly?found time should be looked at as an opportunity to revisit areas of your business that have been neglected. Time well spent now will solidify your foundation for the future and guarantee you are better equipped to know how to thrive when faced with the next economical hardship.

Conduct a Financial Analysis

Your first “investment” should be to revisit your finances. Often times during a recession, owners ask themselves, “How can I generate more revenue?” When the economy is not able to support sales via your clients, cutting costs alone can be the solution you need until the economy stabilizes. Some questions to ask yourself when doing a financial analysis of your business include:

• How can I increase my ROI (Return on Investment)?
• What are my current expenses?
• Where can I decrease costs without compromising quality?
• Do I have effective budgets in place?
• When was the last time I did a competitive analysis of my supply vendors?
• Is the cost of payroll too high and is my current pay structure effective?
• Are my employees effectively meeting their sales goals and being held accountable?

The answers to all of these questions are no surprise to a salon or spa owner who runs a successful business. If you don’t know the answers to all of these questions off the top of your head, it is an indication that you need to grow in order to help your business survive. Overcoming an economical hardship does not take a miracle, only a proper plan that is followed on a daily basis and re?evaluated periodically to update it as needed. Analyzing your past financial records will give you the best indication of if you are gaining prosperity, breaking even or heading for a loss. Know where you stand at all times. A financial analysis is the most valuable investment you can make and now is the time to do it.

Marketing Solutions and Team Execution

When sales are down, the first instinct of many business owners is to invest in a marketing campaign. The intention is to offer an enticing discount that will generate a large volume of clients to make up for a lack of revenue. This may be a good solution, but if business is slow due to a crumbling economy, you have to be strategic in your selection and execution of the right marketing promotion (see my other article). Some important questions to ask your self when planning a marketing campaign to generate business on a tight budget include:

• What is my target market and what method of advertising will best reach that demographic?
• Is the cost of this marketing campaign higher than the expected rate of return?
• Is my offer enticing enough to bring in the volume of clients I need and can I afford such an enticing discount?

These questions, among others, are critical to ask yourself before launching any marketing campaign and the answers will determine what type of campaign, if any, you choose. Radio advertisements and direct mail pieces often reach the largest volume of potential clients while less formal SMS campaigns could be more cost effective and allow you to target your customers more effectively. Be strategic with everything from the length of time and dates you run your promotion to having a plan in place on how to retain these coupon-savvy clients when they do come into your salon or spa.

Schedule a mandatory staff meeting to inform your team about all details of the current promotion. The meeting should emphasize that it will be the goal of each employee to rebook the clients they receive from this promotion and therefore retain the new client. After all, having the clients come back is the goal. A well?informed staff demonstrate intelligence, good communication and is key to making a positive lasting impression on a new client. Set up an incentive program for the team member who rebooks the most clients during the duration of the promotion. Remember, your team is feeling the crunch of the economy too and a little incentive can make a world of difference. If you don’t opt to use a monetary reward, schedule your highest re?booking producer a day of salon services with a complimentary lunch.

If you haven’t put your marketing system in place yet, now might the time to invest in one.

Promotional Mugs On Sale For A Limited Time Only...

The Saturn Tumbler is only $2.99 each!

Quality presentation for a low price! Check out these custom imprinted promotional mugs on sale now to stay top of mind with your clients. These imprinted mugs are stylish and convey a quality message at an affordable price.
This 12 oz. dual wall mug with stainless steel band is constructed with high impact plastic liner and plastic outer shell. FDA compliant material. Topped off with a twist-off lid with flip top closure. BPA Free.
Comes with a black non-woven drawstring pouch.

96 - $3.14 or 576 - $2.99 each!

Call Ad Trends Advertising and ask for John Groves to take advantage of this limited time offer on custom imprinted promotional mugs at 816-228-1123!

Are you trying too hard to market on Facebook?

Mistake #1 - Posting Signature Links on Profile Walls with Your Introduction
I asked someone why they did this once, especially since I'd already been to their site and purchased the item they were selling on that page.

She said: "I saw someone else do it."

"How did it make you feel?" I asked.

"I felt kind of used. But I figured if that's what it takes to be successful, that's what I'll do, even if it doesn't seem quite right."

Now that's deep.

I understand though, because once I made the vow to become successful, I also made a vow to do "whatever it takes". At the time I thought it meant hard selling and being pushy. I later found it meant hard work, and doing what's right even if there's a lazier, easier way.

Even if this was at one time effective in terms of getting clicks from random profile visits, Facebook is now much more stream-driven than it is profile-driven.

And that's a huge part of why this is a mistake in terms of effectiveness.

Not to mention that people who see these postings as rude or attempts to spam can remove or hide them. They may even drop you as a connection, which cuts you off not just from them, but from their network.

You're not missing out on anything by omitting that signature link. Your name, hyperlinked to your profile IS your signature link. If your profile is set up correctly, prospects will get to your site from there.

Mistake #2 - Pitching
If you want to pitch people on Facebook, buy an ad on Facebook.

It doesn't have to be a Facebook ad - buy one in a popular Facebook application. No matter how good your elevator pitch is in real life, it doesn't translate in online networking. Let me give you a hypothetical example from the real world.

Imagine you go to an after-work bar. People go there to relax with work friends, to meet potential mates, on actual dates, and to get to know other people in the business.

You're unwinding with colleagues when someone walks up, and without forewarning, tries to sell you some steak knives. When you stare blankly, they shrug, and move on to the next person.

We all may chuckle to ourselves, and wonder what that person is thinking... but are you ever the knife salesman when you're on Facebook?

Honestly, when I first came here, I was tempted to be.

Thank God my better judgement stopped me. I'm telling you that to say this - if you've been the knife salesman don't be ashamed, you didn't know any better. It's not like they issue marketing lessons with your incorporation papers.

Just make a vow, right now, to always check yourself before you post. Ask yourself "Am I Networking or Pitching?"

Mistake #3 - Artificial Bonding
I'd respect a person more who was upfront with me, and said they were hoping we could work together, or do some business, than someone who pretended to care about me in order to get me to have a conversation that they could then direct to their pitch.

I wouldn't buy from them, at least not then. But at least I'd still respect them, which means I could change my mind in the future.

Pretending to like people until you get the chance to try to sell to them is really just pitching with a little bad foreplay first.

Bad foreplay isn't better than none at all.

Mistake #4 - Favoring Uphill Marketing Over Downhill Marketing
Again, this is a mistake in terms of how effective it is. In my own experience, as well as in case studies of clients, it always works out better when you create a fantastic marketplace presence and people are drawn to you in droves, seeking to do business with you, rathere than the alternative.

The alternative, of course, is when you go out and pursue customers and clients one by one.

That's not to say that you should stop advertising, bidding on projects, or being a go-getter in any way.

It means that while you're doing that, also create a situation where customers are flowing towards you, seeking you out, asking for help.

It's much less work to get from interest to sale when they come to you.

Mistake #5 - Fishing on Dry Land
A long, long time ago, I was in a network marketing company. Now defunct, the products they have greatly enhanced, possibly even saved, my life. The products were targeted to people who cared about being healthier and eco-friendly.

At first, I was so excited about what had happened to me, that I told every single person who would listen. I would try and go product by product and explain how great everything was.

After failing Very Hard for about three months, I narrowed my focus.
I bought a bottle of the mineral complex, and some sample sized containers. Then I gave a sample to every single person I could think of who had a health problem that might be related. Orders started pouring in.

Ever since that day, I have remembered two things. First, the one that’s relevant here – proper targeting greatly increases sales. Secondly, give a free sample of something needed to those most starving for it, and they’ll be back to buy more.

A few well-timed, well-placed interactions with the right profile are the main things you need to do the equivalent of offline networking on Facebook. A great profile is just as important as being appropriately dressed at a networking function offline.

The perfect imprinted promotional item for real estate closing gifts!

With this imprinted Flip Out Digital Video and Still Camera there will never be another excuse to miss a moment. This compact, super sleek video and still camera in one fits easily in pockets and purses, always ready to turn on and start filming. You won't be slowed down by cords, adapters, and software or battery chargers. The genius of the flip out design is that it connects to your PC or Mac with its own pop-out USB connector.

Plus, it uses standard AA batteries and needs no drivers for most operating systems! The Pop Out lets you go from filming or snapping to downloading in seconds - right out of the box. Making an epic masterpiece? Flip Out supports memory cards for added capacity, but includes 16 MB of built-in space to get you started. Available in Black and Blue.

• 25 QTY - $95 each
• 100 QTY - $93 each
• 250 QTY - $91 each
• 500 QTY - $89 each

Call Ad Trends Advertising today for more information on the Imprinted Flip Video Camera: 816.228.1123

Savings Just In Time For Back To School Promotions!

Cardboard cover with cutout recycle symbols and green first sheet. RCP (Recycled Clicker Pen) included-color may vary. Includes 60 sheets of spiral bound, white, lined paper.
Order just 100 or more pieces and pay only $1.69 with NO SETUP!
Add an imprint to the included pen for just $.20 (p) per piece. Offer valid through 9/30/10.

Call John Groves at Ad Trends Advertising for details, 816.228.1123.

Buy 1 Get 1 Free Sale On Promotional Pens, While Supplies Last!

Call Ad Trends Advertising today for availability and color options at 816.228.1123.