bits & bytes - Ping! Zine Web Tech Magazine

1Create a place of value and interest for online visitors.
Start by adding site features that encourage interaction.
For example, providing polls, review sections or article
submissions creates a more robust resource that visitors will want
to return to. This prevents the affiliate site from being seen only
as “a middle man” and provides visitors with an additional outlet
of informational sources.
2
Research your site’s user behavior patterns. Studying and
understanding visitors’ activity patterns can offer valuable
insight, and allow for fine-tuning of site content to further
satisfy the visitors’ needs. This will capture their interest, and
help to establish a more solid site audience.
3
Only add relevant site content – it’s as simple as that. Content
or information-based affiliate sites should provide relevant
content that matches their site’s theme or focus. Don’t make
the mistake of adding non-relevant terms, just because they have
a higher cost per click. If an internet surfer comes to a site looking
for refrigerators, they are not likely to click on a paid link for diet
pills. Relevant content presents more options to the visitors, again
ensuring confidence, and prompting return visits.
4
Place sponsored content where it is immediately visible.
Without overwhelming a site, place content “above the
fold” or where it is clearly visible upon first viewing the
homepage. This places the information at the visitors’ hands,
allowing them to either choose to further explore the site, or click
on an ad to transport to outside sources.
5
Be conscious of site aesthetics – a particularly important
consideration, as they can dramatically influence the
visitors’ experience. Coordinating all fonts and colors, thus
ensuring consistency with the site’s branding, can easily create a
visually pleasing site. With most types of text-based ads, the look
and feel can easily be adjusted to exactly match a site.
6
Use all integration tools available. Take full advantage
of integration tools that provide value-added services for
site visitors. Tools like Searchfeed.com’s Search Engine
Generator or the MIVA Ad Revenue Xpress’ Search Box
feature simply places a paid search box on an affiliate’s site.
These methods maintain site branding, and create an additional
resource for visitors. Using tools that maintain branding through
seamlessly integrated content further secures a higher percentage
of site visitor returns.
In conclusion, if knowledge is power, then any affiliate has
a powerful advantage if they use the above six steps to get
maximum results from a PPC program. The use of enriched
content, combined with ensuring excellent matches between
informational and ad placement can provide a positive experience
for visitors, ensuring their return.
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