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Before we get into PPC, let s talk about your e-commerce tools. If you re selling online, you may be using e-commerce tools to process payments. If your pages are affiliate sites, you re redirecting customers to the company s site for the actual transaction. Google evaluates e-commerce sites by their credibility and the level of transaction. They give preference to companies that actually sell a product. Affiliate sites get lower preference. Affiliate sites are pages that find customers and collect a small fee. For example, you want to buy a book by Pankaj Mishra. You search, find PankajBooks.com (a web page that offers his books), and you click to buy. The book is actually sold by Amazon.com. The PankajBooks.com page was only a pass-through page. They earned 2% 3% from Amazon.com. Google doesn t like affiliate pages. People create millions of these pages to collect small fees from users. It doesn t improve the user s experience; they could have gone directly to Amazon to buy the book. When Google sees that a site is an affiliate that points to Amazon, eBay, or a similar site, they lower the page s ranking. Google also lowers the page s Quality Score (more on this later). If you are offering products and services on the Web, your site should appear to be a reputable merchant. That means your website has
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the features and services of a real company. For companies such as Eddie Bauer, Pottery Barn, and so on, this isn t a problem. If you have a small company, you need to build a website that works like an established company. This includes the following aspects:
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Products have descriptions and clearly stated prices. Customers are allowed to view the contents of their shopping cart. Customers can calculate shipping fees and can access FedEx tracking information. Complete contact information is provided (street address, telephone numbers, fax numbers, and so on). Return policy provides details on how to return or exchange products, along with any fees. Privacy policy states how you protect your visitor s information.
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Google also likes to see wish lists, gift registries, and forums or chat lists for user feedback. For small merchants, you can use the Yahoo! Stores service. Google accepts these merchants as real merchants. In 5 on SEO, you learned that Google gives preference to the manufacturer. If you are a reseller, you re competing against other resellers, and this can become difficult. We suggest two approaches:
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Hire a professional writer to write the definitive guide to your product or service. This means a document as good or better than a Wikipedia article. Include a comparison of companies for your field and put your company at the top of the list. Develop your own brand and products. Contact your manufacturer and see if they have a white-label service (that means they put your name on their product). If they won t do this, see if other manufacturers will produce products for you with your brand label. Talk to manufacturers at trade shows and so on.
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Neither of these will be easy or inexpensive. It will be difficult to build a brand against larger brands. But in general, you ll be competing with only a few large-brand companies, which is easier than competing against hundreds or thousands of resellers.
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CHAPTER 6:
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Let s first go through an overview of a PPC campaign in Google AdWords. This is just a quick summary. We ll go into the details later in this chapter.
1. You sign up for an account at Google AdWords. 2. You create a small AdWords ad with a title, two lines of text, and
a URL. When someone searches for your keywords, your ads show up. Your ad can be text, images, video, or a widget.
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