Recently I came across a book online that has made a significant impact to my business. Reverse Google Marketing, by Wendy Stevens, is a text that explains how to use Google's Pay-Per-Click system (Adwords) to make a profit without spending the huge amounts of money that are sometimes required to get traffic to your site using traditional PPC methods.
If you aren't familiar with PPC advertising, the simple explanation is that Google runs an advertising auction. Anyone can bid on a word – so if I want to advertise for the word "Jeans," I tell Google what my "Bid" is and they compare it to anyone else who wants to advertise on the same word. Whoever is willing to pay the most wins and shows up at the top of the search listings – the same as any other auction would work.
This can get very, very expensive, especially if you are bidding on competitive keywords. If you are bidding on "How to Raise a Boa Constrictor," for example, you might get advertising much cheaper than if you are bidding on something like "Sunglasses." You get the idea.
Wendy, however, in her new book (OK, it's not that new – apparently it was released in 2008, although this is the first I've heard of it) has revealed quite an amazing method to get your advertising onto some of the most prestigious sites online without having to spend the money traditionally associated with ad placements like this.
Her method is a bit sneaky, and there is no telling how long it will last (most methods that aren't 100% honest will eventually get sniffed out and squashed by the search engines), but it is simple enough and effective enough that I found myself getting a huge stream of traffic to an alternative arts site (http://jujumojo.com) in a matter of minutes. Needless to say, I was very pleased with the results.
So, if you are feeling stuck in a rut with your PPC advertising and are looking for just the right thing to get you more traffic without having to add much to your bottom line, I'd really recommend this book. It worked for me!