PeC: Many online retailers are focused on the large three PPC search engines, Google AdWords, Yahoo! Search Marketing, and MSN AdCenter. Why would an internet retailer want to have a look at other PPC programs?
Mayes: Incremental cost effective conversions. If you think that you've essentially saturated the key PPC engines, then the 2nd tier PPC search engines can bring incremental earnings, frequently a cost per conversion equal to or less than a number of the major PPC search engines. 2nd tier PPC search engines frequently have fewer advertisers and a lower cost per click.
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PeC: Are there any 2nd tier PPC apps that you believe are worthwhile?
Mayes: Any PPC search engine that meets my minimum requirements for testing is a fantastic candidate. I tend to search for PPC search engines that have visitors primarily from the usa and that offer a good reporting platform in addition to top-notch customer service.
PeC: When testing a 2nd tier PPC search engine, are there any advice you could inform us that would assist us?
Mayes: That is a great question. In actuality, there are numerous things that I do.
- Request a free test. If you are a merchant with a decent PPC budget a 2nd tier engine which understands they provide quality clicks won't be afraid to offer you a free test.
- If you can not get a free evaluation, ensure to spend enough on your own test to get enough clicks to make sure the information has some statistical significance. Broadly , you ought to know if something will work out of and ROI point of view after 100 clicks or so.
- Monitor your visitors tightly during the test. If you discover clicks coming from geographical areas you're not targeting or traffic from the evaluation PPC program are displaying unusual behaviour (high bounce rates, lower than normal time on page, etc) contact with your customer service rep to discuss the problem. Quality suppliers will work with you to identify the matter.
- Establish success/failure parameters to the test and stick together. If at a 0.15 cost-per-click you will need a 1 percent conversion rate for the effort to be prosperous, drop the app if it does not meet the objective. Even if it comes close to hitting your goals it's probably not worth the time to attempt to optimize especially for a 2nd grade engine.
PeC: Can you suggest that someone use their analytics data in the major 3 PPC engines (Google, Yahoo!, MSN) and use that information to produce applications on other PPC search engines?
Mayes: Absolutely. When it comes to testing there is nothing more precious than your own data.
PeC: what's your opinion of click fraud these days, and do you believe the 2nd tier PPC search engines are tackling this matter properly?
Mayes: As long as individuals and businesses are paid by the click, click fraud will exist on each PPC engine. No matter what some engines will lead you to think there is no way any of them is able to filter 100% of fraudulent clicks. A quality PPC engine will issue refunds when you present them with information to support your click fraud claims. If they won't or you feel as though they are giving you a hard time simply drop the app if the fraudulent click speed is impacting your ability to create a positive ROI.
PeC: Do you have specific 2nd tier pay-per-click opportunities that you would suggest?
Mayes: so far as recommendations, I am always hesitant to supply them. I'd hate for people to take that as some sort of endorsement of a specific service. Nevertheless, I would at least check out Clickriver.com and Facebook.
Copyright Legislation for Ecommerce Merchants
The web makes copying photos, art, and words simple, because a relatively unsophisticated user can simply browse the internet copying or saving virtually anything that suits his fancy. As an e-business owner you will want to protect your photos and, conversely, make certain your employees aren't taking protected work of others. After all, a copyright breach could cost tens of thousands of dollars in legal fees, time, driven subscription fees, and possible fines.
U.S. copyright protection extends to all forms of"expression" such as applications, written documents, graphs, digital files, music, video, and presentations. This protection begins the moment a work is"fixed in a tangible medium of expression," and copyrights are enforced. Normally, thoughts, short phrases, facts, slogans, and useful articles aren't copyright protected, but most everything else is.
The owner of a copyright protected work appreciates six exclusive rights:
- The best way to reproduce the work.
- The best way to prepare derivative works based on the original.
- The right to distribute copies to the general public.
- The best way to perform the work publicly.
- The best way to display the work publicly.
- The rights to copy, publicly distribute, and prepare derivative works which are digital audio sound recordings.
The owner of the copyright protected material can control who copies the job, how much will be charged for copies, and whether or not to allow the public to use or make derivative works of the first.
Many e-business owners and their workers operate under the false belief that should they find something on the web, they have a right to use it at no cost. There's absolutely no distinction as to whether the site is a commercial or non-commercial site, the content on the site still enjoys copyright protection and consent may be necessary to utilize the content.
Imagine an internet toy shop selling action figures. The shop's owner hires a professional photographer to shoot dozens of compelling product shots of the action figures, then posts those pictures online. A competitor, who sells the identical brand of action figures, see the photographs, copies themand uploads them to her website. This activity is theft, and is punishable under law.
Protect Your Website
Relatively inexpensive software is available that allows a copyright owner to search the web and see if his articles has been used illegally by another site. Additionally, several websites place digital tags on their images which enable them to track the usage of the image. And sometimes, just placing a copyright symbol and date on the job is sufficient.
The Penalties for Violating Copyright Law
The penalties for violating copyright law could be acute with the next civil violation damages available:
- Actual damages (the amount that may have to pay to license the material from the copyright owner).
- Statutory damages of $750-$30,000 per work.
- If the breach was deliberate --around $150,000 per work.
- In the court's discretion, lawyer fees.
- Embarrassment.
What's Allowed Under the Legislation
It's permissible to copy a URL to a site and email the URL to someone without breaking copyright law as you're not copying anything aside from the Universal Resource Locator ("URL"). In some cases it may also be permissible to use portions or all the copyright material under a doctrine known as"fair use". However, bear in mind that in order to use the protection of fair use you must first admit to using the copyright protected work and thus if your defense of fair use fails, your situation is lost.
Fair use of a copyrighted work means that you may copy or post that work for purposes such as criticism, comment, news reporting, teaching, scholarship or research. It must be noted that this list of purposes isn't exclusive, but any fair use analysis will have to appear at four factors. These are (1) the purpose and character of the use, (2) the sort of work replicated, (3) the amount and substantiality of the portion copied compared to the initial function, and (4) the effect of the copying on the market for the copyrighted work. These factors are all considered in any particular situation and no formula exists for weighing them.
Finally in close cases it can come down to a judgment call. In most cases where there is a level of doubt, it's strongly advised that you not participate in any copying and seek legal counsel before doing this. It's much better to buy photos or take your personal than copying those pictures from the net. Some companies may also sign contracts with several organizations which enable them to copy protected work or possibly a manufacturer can grant permission to use their product pictures on an ecommerce website. In cases where a contract or arrangement exits, terms must be followed exactly.
In today's digital era, e-business owners or their employees may intentionally or unintentionally violate the copyright of another with more simplicity. This may leave the company vicariously liable for the employee's activities and cost a whole lot of money and time.
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