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Originally Posted by MktgPro
Hi,
There is a company called NettSolutions.net claiming that they have an agreement with Yahoo to place ads in the top position for sponsored listings. Supposedly you pay a flat fee for unlimited clicks.
The site looks a little suspicious, but I've been asked about the concept, so wanted to look into it.
I've never heard of flat rate PPC, or as they call it Search Engine Placement.
Anyone have any info on the company or the concept?
Thanks,
Kathleen
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ME: Hi Kathleen,
Great question, and good that you've asked it.
We have a client
StairCycle who is receiving 10,000,000 total impressions/clicks and banners via a contest he won from Yahoo's "Think Big" Contest. A very cool award... because the actual Value of this could be $60,000... or a MILLION dollars (or more) depending on how we execute. But even Yahoo wouldn't firm up what the value is, because, in reality, it's hard to rate the value of an impression (branding?) to a click (CTR-to-ROI value).
SO the real numbers are so dynamic I doubt Yahoo would do that... unless it means the company you mentioned provided Yahoo with their $Top Dollar minimum for Search Results space, and they craft ads for you that STOP after xx viewings. Not a difficult thing to do Google Adwords and Overture both provide that ability within their PPC engines.
Here's an approach we're using to help us reach top spots, alongside our AdWords and Yahoo Search Marketing programs:
1) Craft a series of press releases in regards to your business/company/offer/technology/people/special events/milestones/strategic partnerships, etc...
2) Put together a reasonable budget to put into distribution of your press (in this specific case, I'm suggesting $160-$400 a week. NOTE: You can do this with a $40 a week budget, but you'll get dramatically different results and it will take 4-8 times longer to "cascade" the results).
3) OK, go onto
PRWeb.com and get an account. It's free, so you're still within budget.
4) Submit your press release, choose your keywords, get the maximum distribution selection available, and save.
5) Now, when it askes you if you'd like to Upgrade/Contribute, select the $40, $80 or $200 option, depending on your budget, and how fast you want to start seeing results. The reason I recommend a minimum $40, is that the distribution is MUCH greater than with the lower levels, and any attachements you have will be visible to visitors. A key to
PR success. $80 adds a ton of additional distribution partners, and $200 rocks, because you get an Inline Image on Google News, and you'll typically be in the top 5-8 spots on the PRWeb front page (a coveted spot). If you're at #5, you might add an incremental $10-$30 to get to #3 or so, and you'll be on EVERY page of PRWeb's site for that day (and that lasts forever). Think of it as 200-300 First Place positions on a PR8-9 site ad infinitum.
6) Now here's where the magic begins: in 3 days, launch another release, and put it in the same category as the first.
Now your first release is a LINK below your current release. So your current release is providing clicks for your old release.
7) Repeat.
So... here's how this equates to a Fixed-Price PPC: When I pay $100 for a press release distribution, my headline typically receives 40,000 page views that first 24 hours... but the actual number of clicks is around 1% of the views (just like in PPC). But each click presents a DECLINING Cost Per Click (because I only paid once for the
PR submission).
So...
Click 1=$100...
Click 2=$50
Click 3=$33.33
Click 4=$25
Click 200=.50 cents
Click 400=.25 cents
Now, most of my press releases generate 1,000-3,000 clicks over the year. And on this service, they never remove a press release that includes a contribution, so I have press going back to 2001 (when they developed their advanced newswire system) that still gets clicks. The additional RSS feeds that come from our postings (and that journalists who subscribe to PRWeb receive) add additional pickup-points to our press that we might otherwise miss tracking. But it's all good.
If you visit my
PRWebQuickstart site, you can download the free Quickstart Guide PDF and get the basics. The more advanced
SEO/PPC version of the ebook is in production now, and will be available later this month (always behind schedule, as these things are). I've been using their service since 1997, and have found that you can "hack" PRWeb and get even better results. It's allowed me to create a series of lifetime PPC-equivalent campaigns (or just a ton of backlinks) that never go away. Again, AdWords and Yahoo Search marketing are still important parts of our programs... but now we can build programs that last forever using PRWeb's Online Visibility Engine (their terms for the 7 or so distribution technologies that they've developed to accelerate press release distribution and visibility).
Anyone have similar experiences to share (ie. technologies or approaches that create "Persistent PPC" from a one-time launch? I'd love to learn of more, as we'd like to continue to provide our clients with expanded options as the web morphs and the search engines become smarter and more persnickity.
Thanks again, and have a rockin' weekend!
best,
ME
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