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Building a website is only the first step. Building traffic is essential for the success of your business online.
Through our professional Search Engine Marketing (SEM) techniques, EarthLink Traffic Builder can generate the valuable online traffic to your website that your business needs to grow.
How does Traffic Builder work?
Simply purchase a guaranteed number of clicks per year, and our SEM pros do the rest.
How does the guarantee work?
We guarantee your site will get the number of clicks specified in the package you choose. That qualified traffic will be delivered within 1 calendar year from date your campaign is activated. If your account generates more than the guaranteed number of clicks, you will not be charged for the additional clicks, no matter how much additional money we need to spend to get you your traffic.
How do you guarantee the traffic?
Through our years of experience in managing SEM campaigns for local businesses, we are able to assess available inventory and implement proven methods to find a guaranteed number of people who are looking for a business like yours. The latest shows over 1 billion local commerce-driven searches occur every month! We constantly monitor the progress of your campaign and make the necessary editorial and campaign changes to ensure we fulfill 100% of the contracted clicks within the contract term.
What happens in the event that my guaranteed number of clicks is not met?
SEM experts will monitor the progress of each campaign and make the necessary editorial and campaign changes to ensure fulfillment of 100 percent of the contracted clicks within the contract term. In the unlikely event that the guaranteed number of clicks is not met, you will be credited $2.25 per unmet click.
Where will people see my ads?
We choose among 20 of the most popular search engines, including Google, Yahoo, MSN, AOL, and Ask.com. Your ad will typically run along the right side of the search results pages, though sometimes the top 3 are listed above the "organic" free listings on the left side.
The exact mix of search engines, frequency of your ad's appearance, and ranking among other ads will vary depending on the nature of your business and the Traffic Builder package you choose. That's why we guarantee results (qualified clicks to your site) rather than placements.
Will I see my ad when I search?
You may occasionally see your ads on Google, Yahoo, and other search engines, but you won't see them with every search. The mix of search engines, frequency of your ad's appearance and ranking will vary depending on the nature of your business, the competition for relevant keywords, and the Traffic Builder package you chose.
Why can't I find my ad?
Your ad will not appear on every search engine and every search that occurs. Unlike banner advertising, your ad is not in a set rotation to appear on the search engines a specific number of times. However, your ad will appear with enough frequency to deliver you the guaranteed number of clicks you purchased. The more clicks you buy, the more likely your ad is to appear when you search for it.
Is search engine marketing important for local businesses?
Yes. Local businesses can benefit greatly from a Traffic Builder search campaign. To learn more about local search, click here.
How do I sign up?
Simply call us toll-free at 1-800-201-8615.
What is the difference between SEM and SEO?
SEM (search engine marketing) consists of placing paid ads in the Paid or Sponsored Links sections of the search engines. Traffic Builder is a full-service SEM service.
SEO (search engine optimization) consists of updating your website (title text, meta tags, content, links to other sites, etc.) which will affect your ranking in the organic (free) listings section of the search engine. Making these changes will affect (positively or negatively) how a search engine "ranks" your site versus other sites with similar content.
Changing the content of your website will have no bearing on where your SEM ad appears in the sponsored links section of search results. SEM has clear financial metrics – you pay for the ad and you can see how many new customers you convert. SEO can have tremendous benefits, but is much less predictable in its results.
If I buy clicks from you, will you help me get to the top left side of Google or Yahoo?
The left-hand side of Google’s results pages is generally reserved for the organic search results, though sometimes the top 3 SEM ads are listed there. The organic results and links are based on the relevancy calculation that Google uses, through a frequently changing algorithm. These links are not for sale and cannot be impacted by search engine marketing (SEM). For help with organic/free search rankings, go to our Search Engine Optimization page, click the Learn More button, and choose the Optimization Plan.
Do you "pace" my Guaranteed Clicks account? How does that work?
We do pace your clicks, so that you should receive approximately 1/12 of your total guaranteed clicks each month and reach (but expect slightly lower click numbers as the campaign optimizes in the early months).
We use software along with specific business rules to constantly assess the number of clicks received for a campaign against where it sits within the contract period. If the account is running ahead of pace or behind pace, we are able to manipulate a number of variables, both technologically and through the efforts of our professional editorial team, to get the program on track and deliver the contracted visitors over the life of the campaign.
What can I expect for a conversion rate?
Conversion rates vary greatly depending on the business you are in and the products and services you offer. However, you can control the biggest piece of the equation - your web site. A professional look establishes credibility, compelling content with simple navigation shows what you do, and a “call to action” offer is more likely to turn passive viewers into buyers. Clearly displaying your contact information and ways to reach you are also imperative. If you are interested in web design services, click here.
Who generates the keywords?
Our editors and copywriters do. Through both historical performance data and a comprehensive review of each merchant's web site, they discern the best keywords possible to drive qualified potential customers searching for the products and services you offer.
How often can I change my keywords?
After our Editorial team initially selects your keywords, we suggest you let them run for 30-60 days to assess their performance. At that time, if there are keyword changes you’d like to make, we’ll make them for you. In addition, you may change your geographic targeting (city/county names used to help pinpoint qualified traffic) at any time based on your business needs.
This can be done by visiting the EarthLink Traffic Builder Merchant Center at http://trafficbuilder.yourmerchantcenter.com (use your email address and password to log in) and submitting your suggestions, which the editorial team will review and determine if they can be added. Also, you can email them to trafficbuilder@corp.earthlink.net
What if I want more visitors than my package promises?
Many people do end up getting more clicks than the package minimum. If you still need more, you can purchase an additional package of guaranteed clicks.
What are "qualified" prospects (and clicks)?
These are people and clicks that are best for your business. That’s because they are actively searching for your product or services in your region as determined by keywords and geographic targeting. Our experts select the keywords that will show your ads to the people actually looking to buy your products or services.
I currently buy clicks from (Google, Yahoo!, etc.). Can I still buy from you?
The search engines do not allow multiple campaigns to be run against the same website URL. If you believe you are better off running your own search engine marketing (SEM) campaign, then Traffic Builder is not right for you. The exception to this rule occurs when the website has a distinct sub-page that is dedicated to a different product or service than the main page. An example of this might be a car dealer website where the product is related to selling new cars (www.joescars.com) that has a sub-page dedicated to used cars(www.joescars.com/used cars). This type of situation is typically accepted by the search engines.
What would it cost for me to run a SEM campaign myself?
The costs and time associated with running a campaign directly with the search engines will vary considerably. Factors that influence it are:
The time, and therefore expense, of effectively managing a campaign directly with the search engines can be considerable. Getting started can take up to 40 hours and most estimates range from 15-20 hours per month, just for managing a campaign on 1 search engine.
What stops a competitor from clicking multiple times on an ad?
This phenomenon -- known as 'click fraud' -- is actively monitored and tracked by the search engines. While the methods that each search engine employs to deal with this vary, they each have effective measures in place to ensure that advertisers are only charged for a 'click' when the individual clicking on the ad has a valid interest in the product/service being marketed. In the event that an ad is clicked on more than once within a 24 hour period, the advertiser is only charged for one click.
What types of content are prohibited for this service?
Alcohol, aids to pass drug tests, violence against any organization or person (public, private, or protected), bulk marketing, cable descramblers or black boxes, counterfeit design goods, defamatory subject matter, dialers, drugs and/or drug paraphernalia, fake documents, fireworks or explosives, computer hacking or cracking, gambling, gratuitous or graphic violence, miracle cures, material that infringes or violates the rights of others, material that promotes products or activities that are illegal in the US, modification chips, political or activist causes, prostitution, solicitation of funds, cigarette / tobacco use, traffic devices, and weapons.
My website contains pop-up ads. Can I still use Traffic Builder?
Due to search engine policies, service is refused to any web site that uses pop-up ads.
How do I know you are really delivering the clicks?
All of the search engines are audited to confirm the numbers they give us are correct. In addition, our company has been audited by an independent third-party (ARC) to validate the click numbers we report.
How do you make sure I don’t receive all of my clicks in a short period of time?
Our proven system monitors your account to minimize underperformance or performance spikes. When your account is underperforming, our Editorial reviews your ad copy and keywords to ensure optimal performance. In addition, we place your ad more frequently on the search engines in higher priority positions to drive traffic (clicks) to your site.
When your campaign is over-performing, we 'turn down the dial’ to minimize traffic spikes and even out the delivery of visitors.
I don’t think people look for my type of business on the Internet.
Over 7 billion searches are conducted on the Internet each month. A large percentage of them are local searches – searches in which a local buyer is trying to find a local merchant with which to do business.
Do I get to approve or review the keywords before the campaign goes live?
Currently, we start your campaign after we create it and distribute it to the search engines. You will receive the keywords that we selected on your behalf via the Campaign Live Letter that is e-mailed once your campaign goes live. Once you receive this letter, you have the ability to send in feedback/suggestions for consideration by our editorial team. All keywords are also listed in the Traffic Builder Merchant Center and you can send us keyword suggestions and requests thought the Center or by emailing us at trafficbuilder@corp.earthlink.net.
Can I make changes to my ad copy?
In the Merchant Center (trafficbuilder.yourmerchantcenter.com), there is a section where you can see all the ads our editorial team has written for you. We recommend that you do not change the ad copy since it has been developed by our experienced SEM editorial team to satisfy search engines rules and restrictions and produce the best results for you. If necessary, you can send an email from the merchant center or to trafficbuilder@corp.earthlink.net.
How do I log in to the Merchant Center?
The Merchant Center is online at http://trafficbuilder.yourmerchantcenter.com. You log in by entering your email address where it says Login Name and your password. Bookmark the Merchant Center log-in page for easy return access.
Can I order Traffic Builder if my website is not hosted with EarthLink?
Yes, Traffic Builder is available for any website, no matter where it is hosted. Please call 1-800-201-8615.
