“Imagine life as a game in which you are juggling five balls in the air. You name them – work, family, health, friends and spirit – and you’re keeping all of these in the air at the same time.
You will soon understand that work is a RUBBER ball. If you drop it, it will bounce back. But the other four balls – family, health, friends and spirit – are made of glass. If you drop one of these, they will be irrevocably scuffed, marked, nicked, damaged or even shattered. They will never be the same.
You must understand that and strive for balance in your life.”
Brian Dyson, CEO of Coca Cola Enterprises
Search engine advertising is a very common and highly-targeted method to drive traffic. Search engine advertising works by purchasing ad space on a search engine like Google or Yahoo and paying each time someone clicks on your ad.
The Largest PPC (pay per click) Opportunities Are At:
- Google Adwords
- Yahoo Search Marketing
- Microsoft adCenter
There are smaller pay-per-click engines that promote themselves as being less expensive, but generally speaking, it’s harder to get a decent amount of traffic. Typically traffic from the Google and Yahoo often converts better.
PPC works by showing your advertisement whenever someone searches for keywords you specify as relevant to your ad or business. Your ads can appear above and beside the search results on a search engine and are generally marked as ads or “Sponsored Results”.
As an example, if you have a business website where you sell dance clothes, shoes, videos and accessories. You might choose a keyword phrase like “ballet shoes” and create ads directly related to those keywords.
When someone searches for “ballet shoes” your ad will appear alongside the search engine results. When the visitor click on it, you pay for their click and they’re taken to the URL you designated with the advertisement. Then, if your sales copy works – you make a sale.
PPC is a recommended advertising method because it is highly trackable and easily modifiable. IF you find the keywords “ballet shoes” aren’t generating the results you want, you can modify the keywords to “girls ballet shoes” or “pink ballet shoes”. Plus, you can advertise for as many keyword phrases you’d like.
The downside of PPC is some highly competitive keywords can be very expensive. And that’s why you have to be very careful with knowing your conversion rate and tracking your ROI. Additionally, unless your keywords are highly targeted and your sales copy converts you can end up spending a lot of money for little or no sales. But these are all things within your control.
The resource box is the conclusion of the article. More importantly, it is also the place where the backlink is contained, and for this reason, some people often describe it as the most important part of the article.
Since the focal point of the resource box is getting people to actually click the backlink, it is essentially a call to action. After the reader has been guided through the bulk of the article, and presold to as much an extent as is possible regarding what your backlink has to offer, he should find a clear course of action in the resource box.
Commonly, a resource box might contain something like: “If you want more information, just visit http://www.yoursite.com.”
Although that is a call to action, it isn’t a very good one. Imagine how much better it would be if it was more like: “If you want to learn more, there is this great eBook that’ll make you practically an expert, and it is up for grabs FREE at http://www.yoursite.com.”
By adding the incentive, the call to action will appeal to the reader all the more. Of course, it doesn’t have to be a free eBook, any incentive would work fine. It could just as easily be discounts, special offers, or even just content that is of interest.
At the end of the day, the important part is that the reader be given some reason, any reason, to want to click your backlink. That should be the conclusion to your article; the logical next step of continuing through the backlink.
Following these few pointers should get you both and article body and resource box that is much more effective than the regular variety.