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WEBSITE MARKETING

Promoting Your Site: How to Set Up a Cost Effective Ad Campaign with Any Budget
By: Katie Gatto
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    2010-02-19

    Table of Contents:
  • Promoting Your Site: How to Set Up a Cost Effective Ad Campaign with Any Budget
  • Ad Buying Considerations
  • Ad Buying Examples
  • Ad Buying on a Larger Budget

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    Promoting Your Site: How to Set Up a Cost Effective Ad Campaign with Any Budget - Ad Buying Examples


    (Page 3 of 4 )

    Now that we have all of the preliminaries out of the way, we can look at an example of how to advertise a site on a variety of modest budgets. Rather than using a set of vague generalities, let's use a specific site as an example.

    Sample Site Information

    Name: Hidden Area

    URL: http://www.hiddenarea.com

    Site Type: Dynamic content/Blog

    Site Content: Video game reviews, cheats, walkthroughs, etc. with a focus on Nintendo Wii, Playstation 3 and XBOX 360. Some content for mobile platforms and iPhone as well.

    Other Marketing Efforts: None at this time.

    Potential keyword bank: video games, reviews, XBOX, Playstation 3, 360, Wii, Nintendo, Sony, Microsoft, gamer, cheats, walkthroughs, cheat codes, unlockables, game trailers, first person shooters (FPS), real time strategy (RTS), Role playing game (RPG).

    Other site features:

    RSS: yes

    Podcast: no

    Video content: yes, but not original

    Other: non-applicable

    The 30 Dollar Ad Budget

    Focus: If you only have 30 dollars a month to spend, then you will want to be sure that you are getting the maximum effectiveness for your dollar. It also means that you are going to want to focus all of your findings in one spot to ensure that you get a decent rate of exposure. Since smaller sites and exclusive contracts tend to have a higher per-use cost, sticking with a larger advertiser will be important. Since larger advertisers also mean bigger pools of competition, it would be wise to focus on the less common keywords on the list above to minimize competition and maximize returns.

    Ad venue: Google AdWords

    Keywords used: XBOX 360 cheat codes, Playstation 3 walkthroughs and Nintendo Wii game walkthroughs.

    Allocation: 30 dollars is all spent on the AdWords campaign, split in even thirds between the selected keyword combinations. Individual bids will vary by recommendation and competition.

    Ideal number of views per keyword: 100 views per keyword.

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