Weekly SEO news: 28 July 2009
Welcome to the latest issue of the Search Engine Facts newsletter.

This week, we're taking another look at Google's AdWords system. Most people pay much more than they have to for their Google AdWords ads. There are some AdWords statistics that you might not know.

In the news: Bing users are more likely to click on ads, just like all search engines, Bing does not like Flash, Silverlight and images, Google introduces a new AdWords feature and more.

Table of contents:

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

Best regards,
Andre Voget, Johannes Selbach, Axandra CEO

1. How to get much better results with Google AdWords

Google's AdWords system is a great way to get more website visitors. However, Google is also a business that needs to make money. That's why most people pay much more for their AdWords ads than they have to.

Open an AdWords account today. Your money might be gone tomorrow.

Many people who start with Google AdWords are surprised how fast Google takes their money and how little results they get.

Example

Google's AdWords program is very popular and the competition is fierce. It has become difficult to find affordable keywords and it has become even more difficult to write ads that return a positive ROI (return on investment) if you don't plan your ads correctly.

Google AdWords offers many good ways to get targeted visitors at a good price. Unfortunately, Google AdWords also offers many ways to waste money very fast.

Plan your ads, save money and get much better results

If you take the time to optimize your AdWords campaigns, you can dramatically lower your monthly AdWords bill while increasing your revenue at the same time.

Example

To help you to optimize your AdWords campaigns, we have just released the 7th edition of our eBook Successful Advertising With Google AdWords.

The eBook covers everything that you need to know to create successful Google AdWords. You'll learn how to:

  • select the right keywords
  • how to write profitable ads
  • how to price your ads
  • how to optimize your landing pages
  • how to conduct a test
  • and much more

A detailed table of contents can be found here.

You can purchase the eBook for its regular price on our AdWords eBook website or for a discounted price if you buy it in a bundle with IBP.

Interesting AdWords statistics

  • Hundreds of thousands of businesses advertise on Google AdWords but 80% of Google's US revenue comes from about 1.5% of the advertisers (large companies such as Amazon, eBay, BizRate, etc., source: SEMrush).

  • The overall industry average click fraud rate in Q2 was 12.7%. That's down from 13.8% for Q1 2009 and from the 16.2% rate reported for Q2 2008. (source: ClickForensics)Click fraud is a type of Internet crime that occurs in pay per click online advertising when a person, automated script or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link.

  • The paid clicks in Q2/2009 were up 15 percent year-over-year, but down 2 percent from the first quarter. (source: Google Q2/2009 earnings summary)

If you want to lower your monthly AdWords bill while increasing your revenue at the same time then you should get the AdWords eBook now.

Editor's note: We'll continue with our regular articles next week.

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2. Search engine news and articles of the week

Bing
Are Bing users twice as likely to click on an ad than Google users?

"According to a study by search-advertising network Chitika, visitors who arrive at sites from organic search results on Bing are 55 percent more likely to click on an ad than if they arrived from Google.

Chitika looked at the clickthrough rates from 32 million ad impressions across its network of more than 50,000 sites in a week in July. Visitors from Bing clicked on an ad 1.5 percent of the time on average, versus a 0.97 percent clickthrough rate for Google visitors and a 1.24 percent clickthrough rate for Yahoo."



Official Bing statement: images and Flash and script, oh my!

"Don't put important text content into graphics. The search engine bot can't see image file content as you and I can. To the bot, references to images are merely links to external, binary files in the HTML code, the contents of which can't be indexed. Keep your page's important content (the stuff you want indexed so it is discoverable by search engines) in text form within the webpage. Use images instead for illustrations, photos, designs, and other, non-text elements on the page. [...]

The same recommendation goes for animations in the form of Flash and Silverlight. These are great technologies to use to present videos, instructional information, entertainment, and much more. But don't bury your useful text content within animations. Use them as enhancements of, not replacements for, your on-page, text-based content. [...]

Don’t use script or images for site navigation. Bots can’t read script. They can’t execute it to see what happens. That’s why you need to be judicious in your use of script on your site."



YahooYahoo Search Marketing: new math

"Setting the right bids in search marketing does require some calculations. [...] Cost-per-action measures how much advertising spend is required to get one action (in this case, one buyer). Most of the variables are fixed, but you control the cost per click and, therefore, the number of clicks you receive."

Editor's note: A much more detailed overview on how to price your PPC bids can be found in our AdWords eBook.



Google introduces local extensions

"Location extensions allow you to 'extend' your AdWords campaigns by dynamically attaching your business address to your ads. This new feature will be fully available in the coming weeks, with some advertisers having access to the feature starting today. [...]

Once extensions are set up, we'll dynamically match your business locations to a user's location or search terms and show the address with your text ads."



Not all of Google may be available in your country

"The name is 'world wide web', but it's not always. What are some of Google's services that will only work in one country, or a limited set of countries? (Unless perhaps you route around the block – geolocation by IP, as it's often implemented, is not an impossible hurdle.)"



Search engine newslets

  • Some webmasters think that Google might have updated its algorithm.
  • Stealth search engine Blekko raises $11.5 million.
  • Search engine ChaCha raises another $4 million.
  • Former Googler Sanjeev Agrawal to lead just-funded mobile search startup Aloqa.
  • Has your Google web history been hacked?
  • Chinese search giant Baidu posts gains.
  • Zoom photo navigation in Google street view (video).
  • For Mozilla and Google, group hugs get tricky.

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3. New IBP 11.5 now with Google's keyword tools

Based on user feedback we have improved the keyword manager in IBP 11 so that it now supports the Google AdWords keyword suggestion tool in many different languages.

IBP 11.5 - now with Google keyword tool

In addition to the unique keyword database of KeywordIndex.com, IBP 11.5 now also supports the keyword tools of Google AdWords. That means that you can now get the number of searches for keywords in many languages, including English, German, Spanish, French, Italian, and more.

IBP 11.5 is currently available in a beta version. We plan to release the final version of IBP 11.5 within the next four weeks. Click here to get the beta version of IBP 11.5.

Note: IBP version 11.5 will be a free update for you if you have the current version.

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4. Success stories

"IBP is jumpstarting our revenue."

"Premier Home Rentals, Inc. a luxury home rental company in Beaver Creek Colorado has been operating successfully since 1998 and online since 1999. We have always enjoyed a trickle of traffic to our site SkiHomeRental.com but found this past year to be more competitive in closing the calls we were getting.

I ran my first ranking report with IBP two months ago and now we have 54 new search engine listings, 30 on first pages, including 5 lucrative Google keywords on first page.

Not only have calls increased, the quality of the inquiry is more specific to our product, resulting in higher conversion and higher spending per client.

One call has just resulted in a record breaking deal! After 11 years in business IBP is jumpstarting our revenue and alleviating my concerns about another lean year. Not to mention it's fun to run the reports and see improvement each week, thanks for creating such a powerful tool."
Kristen Nye, www.skihomerental.com




200,000 readers will see YOUR website

Let us know how IBP has helped you to improve your website and we might publish your success story with a link to your website in this newsletter. The more detailed your story is, the better.

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5. Previous articles

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