| How to Draw People to Your Website - Spreading the Word (Cont.) |
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| that will interest them (and not just you and your co-workers or employees). Although it’s important to have newsletters go out regularly to keep your name on your customer’s minds, don’t overdo it. One or two mailings a month are usually enough. |
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| You can place a sign-up sheet for your newsletter in your store or simply ask customers after they make a purchase if they’d like to be added to your mailing list. Be sure to also put a sign-up box for visitors on your website. |
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| Does it pay? |
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| Pay per click (PPC) advertising lets you buy your way into search engine results. You select the keyword(s) you want to get listed for, and you pay every time someone clicks on your listing. So, if someone types “apple farm” into Google, and you've paid for it, Google will list your farm on the right side the page where all the pay per click sites go. |
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| Not all keywords are created equal. Basically you’re going to pay more for the most popular phrases. Also keep in mind that just because someone clicks on your listing, it doesn’t mean they’ll buy from you. |
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| You may have heard the horror stories of companies that paid a fortune for PPC only to find out that some unreputable firms actually hire people in third world countries to sit and click on your listing all day, with no intention of making a purchase. |
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| Since you are paying “per click” (not “per purchase”) you’ll want to maximize your conversion rate of clicks to actual sales. When people are serious about making a purchase, they tend to type the most specific phrases into the search engines to eliminate irrelevant results. Read my article on Selecting the Right Keywords for more details on this subject. |
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