Paying for Inclusion

1. Paid Inclusion - Overture Site Match
   - Categories
   
2. Yahoo Directory Submission
   
3. Pay-per-Click Campaign Management
   
4. Sample Campaigns

Paid Inclusion - Overture Site Match

Reach more customers with Site Match.
Submitting your site to individual search engines is expensive and time-consuming. But with Site Match you can reach millions of users by submitting your pages through one program that powers search results for top web portals such as Yahoo!, AltaVista, AlltheWeb and more.

• Choose Pages for Inclusion: Submit a few pages of content or include your entire site to maximize your exposure.
• Get More Qualified Leads: Quality review of your content can help your site appear in search results when relevant, driving more qualified customers to your site.
• Gain Marketing Insight: Site Match reporting includes number of clicks, and search terms for each URL in the program. Both current and historical data are presented.

How Site Match Works

• Submit your URLs for review and pay an annual fee for quality review of your submitted pages.
• Once reviewed and accepted into the program, your pages are added to a database of sites that powers search results for major web portals such as Yahoo!, AltaVista, AlltheWeb and more.
• Your pages position in search results is determined by its relevance to a specific search term When a user clicks your Site Match listing in search results, you pay a cost-per-click fee for that lead. You must maintain a positive balance in your account for your pages to remain active in the program.
• At the end of one year, your annual subscription renews.

Summary of Site Match Benefits:

• More exposure for your site - reach more than 75% of active internet users*
• A simple, single point of submission to multiple web portals such as Yahoo!, AltaVista, AlltheWeb and more
• Frequent refresh of your pages - every 48 hours
• Daily reporting to track and optimize performance

*Source: Nielsen, 2003.

When you initiate your Site Match subscription, a non-refundable annual review fee is charged for setting up your account and for quality review of your pages.

Cost:

URL Submission (non-refundable annual review fee, per domain)
First URL: $49
Next 2-10 URLs: $29 each
11th URL and beyond: $10 each

Once your pages are accepted into the program, a cost-per-click fee is charged for each lead driven to your site.

Cost-Per-Click Fee
Tier 1 Categories: $0.15
Tier 2 Categories: $0.30
$50 initial DEPOSIT for clicks

Yahoo Directory Submission

Yahoo is the most well-traveled website on the Internet and its potential to drive targeted traffic to your site makes it one of the best advertising investments on the Web. There are three potential benefits from a listing in the Yahoo! directory:

1. Detour Traffic: Some searchers will "detour" from the Yahoo search results page into the Yahoo Directory via links in the Directory Category Matches section of the results page.
   
2. Readability: Another benefit of being listed in the Yahoo Directory is that it can make your listing in Yahoo's Web results more readable. Sites listed in the directory will have human-edited titles and descriptions displayed rather than those generated automatically by Google. If you dislike how Google currently shows your website, then getting listed with the Yahoo Directory may help correct that problem, at least on Yahoo.
   
3. Link Analysis Boost: Being listed in the Yahoo Directory may help your web page be seen as "important" to Google and other crawler-based search engines. These search engines make use of link analysis to help them determine which web pages to rank well. Pages with important and contextually-relevant links pointing at them will often do better than those without. The Yahoo Directory is widely acknowledged as being one of the most authoritative guides to the Web, and a link from the directory to your web page may be one of the easiest things you can do to help yourself in link analysis systems.

The price below includes the annual subscription fee for a business listing and our registration fee. Payment and participation in the Yahoo! Business Express guarantees that a member of Yahoo!'s editorial staff will look at your site within seven business days and consider it for inclusion in the Yahoo! directory.

First year cost: $359 US / Annual renewal: $299 US

Pay-per-Click Campaign Management

Captain Travel™ can manage your pay-per-click (ppc) or cost-per-click (cpc) campaign in Google Adwords and Overture. Where you choose to advertise will depend on your marketing objectives, your target audience and the amount of money you can allocate to this type of advertising. PPC campaigns are very flexible and can be reviewed on a monthly basis and can be adjusted to your needs. Please contact our SEO office for more information.

Sample PPC Campaign Keywords: accommodation seattle convention center seattle seattle hotel seattle wa hotel spa seattle Monthly CPC Total: $658 Monthly Captain Travel Admin: $240		Sample ad that would appear to the right of Google’s Web results when any of the keywords to the left were searched.

Sample Campaigns

Following are two sample paid campaigns. Campaign #1 incorporates Overture Site Match, a listing in Yahoo!'s directory as well as a pay-per-click program in Google Adwords. Campaign #2 includes Overture Site Match and Yahoo!'s directory.

We strongly recommend optimizing your website before participating in any paid inclusion program. The Overture Site Match inclusion charge of $49 only gets you included in the database and does not guarantee placement in the search results when visitors search specific keywords. Optimizing your site's meta tags and page content greatly increases placement in the search engines for the keywords and phrases we target.

The Google Adwords program works differently. Here you are bidding on the actual keywords and phrases. Participating in Google Adwords is one of the quickest ways to start attracting visitors to your site. And as your website gains ground in the search results due to the optimization work, you can scale back or even stop your Google Adwords campaign. As part of Captain Travel's monthly pay-per-click admin fee, we monitor your ranking reports and adjust your keyword bids to ensure you are not paying for keywords unnecessarily.

Since Google Adwords campaigns typically change several times a month, it's hard to accurately estimate the cost over the course of a year. (Daily limits can be set to ensure you never exceed your preset advertising budget.) We often find participating in an Adwords campaign for three to six months is enough time to start seeing results from other marketing efforts.