So if you are a new business, and want to be seen on the first page of results returned, you must use some advertising strategy, such as Yahoo!'s pay-per-click.

Below is a screen shot of the page.

Next, you need to know the cost of the keyord vs. ranking. We will use Yahoo!'s Bid Tool for this. Well, for the first position listing, at the top of the page, your cost would be $4.03, at a cost of $2000/month based on monthly click volume of 497 clicks. Interestingly enough, this particular listing is being paid for by eBay! Clicking on this link (which by the way cost eBay $4.02) we arrive at eBay's page listings of latex gloves and related products. Total listings in this category: 283. Lots of listings, traffic and activity within this category gives eBay lots of reasons to pay such a high cost for their Yahoo! Pay-per-click ad.

The listing in the second position is paid for by med-express.com. At $4.02/click , total monthly cost of $996.96/month based on total monthly click volume of 248 clicks (note that these totals are based on previous month's activity). They sell each box of powdered latex gloves for as little as $2.79 each upto $4.69 for a box of Nitrile exam gloves. They also offer free shipping via FedEx on all items except for their sample pack, for which they charge $4.95 for shipping and handling.

It's pretty easy to see why it would be profitable for eBay to place a Pay-forclick ad. Apart from new user traffic generated (and sales) within this category, the user might very well search around within other categories and buy something else, adding a few more dollars to Bank of eBay. (eBay is a household name, so the main purpose of the ad is to bring in new users to the site, just as you would like to for your own site.)

But, what about med-express.com? They carry 7 product lines, with 6 products in each of 4 lines, 4 products in each of 2 lines and a sample pack, for a grand total of 29 products ranging in price from $2.79 to $4.95. Yet they are willing to pay $4.02/click. In addition, not everyone that visits their site will actually buy anything, thereby losing the company money (0 conversion). So how can they make any money? How does med-express.com assure themselves of any online transactions?

Figure it out. It will help you understand the why and how much, better than we could explain it when it's time to put your business and your dime on the line.

What about the search results below the sponsored links?

These are listings that ranked high in Yahoo!. These listings don't always remain there, but change does take time. Once positioned within the first page of results, you'll want to stay there. Our advice is to seek out the services of a professional search engine optimization firm to initially place you in the top 10 position, and then maintain it. Prices can range from approximately $1800 and up, depending upon number of keywords, keyword popularity and position desired. We recommend SubmitExpress (877-737-3083).

The bottom line

You need to be well informed (we'll help), need an easy to use and presentable website (we can do that), perhaps database enabled (absolutely), have a world class shopping cart system (got that), accept payments securely (Verisign) and money for paid advertising and search engine placement.



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