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A Different Form of PPC Advertising You Should Consider, Soon
Posted byAmber  on August 19, 2009 in 2nd & 3rd Tier Search Engines
LeapFish. Heard about it? Amber describes its pay-per-search advertising program, andhow the search engine works. She calls the company "up-and-coming," one that mayeffectively compete with the "big dogs." And, no, she's not getting paid to blog aboutthem, she writes.
Overall Amber likes LeapFish's PPC platform, but sees a few problems. For starters, there's a learning curve. It works different than PPC advertising programs offered by Google, Yahoo and Microsoft. When you buy keywords, they areyours until you sell them. And, some competitive keywords are not cheap, she writes.
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Yesterday, I had a call with a company that has only been around for about 9 months. Iwalked through a demo on how to use their search engine, in which they claim MSNstole their algorithm. I was surprisingly impressed with this search engine that I honestlyhad never used before. It’s calledLeapFish. And no, they’re not paying me to blogabout them.I feel LeapFish is an up-and-coming search engine that may truly find itself competingwith the big dogs. What’s cool about them is that you can search for a keyword inGoogle, and with a click of a mouse you can search in Yahoo and MSN for the samekeyword. It’s fast, really fast and very user friendly.If you type in a city name with a space, then the state, sometimes in the right handnavigation they’ll give you local results for real estate, or restaurants if you type in ‘pizzasan Francisco CA’.You can also click to see different kinds of results for your keyword search likeinformation on the web, news, answers which are powered by Yahoo, videos, images,shopping and even blogs.One other thing the rep told me, was that if you type in your company url into their search, again off to the right hand side it will give you domain information for thatcompany including how much their domain is appraised at, how many unique visitors,traffic ranking and a graph that shows peaks and valleys of traffic. Very cool.
 
A different kind of PPC advertising: Now, about their paid search program which I found to be of most important and veryuseful for advertisers. When the internet began to get popular, people started buying popular domain names of companies who could later sell those domains to the companiesand make a large profit. The same thing could and is going on here at LeapFish. Peopleare buying keywords off Leapfish now, and plan to sell them later when Leapfish gets bigger. As Leapfish gets bigger, and as the keywords become more competitive, thekeywords will increase in value, and can sell for a much higher price than what you’ll be paying for now.Their PPC advertising programis not like Google, Yahoo or MSN. You don’t pay for each click or pay any monthly fees. You buy keywords permanently. LeapFish offers 3 paid positions for each keyword search result. You can buy to be in position 1, 2 or 3 andeach have a different price for that particular keyword. When you buy these keywords,they’re yours for life, at least until you sell them off to another company willing to payyou premium cash for them. You also maintain your number 1, 2 or 3 positions in theSERPs for that keyword for life. This will never go away until you sell your keyword.The paid ads are located at the top of each SERP and at the very bottom of each page.I will say that some competitive keywords are not cheap. Looking up some keywords for a client of mine I found position 1 to charge around $5,000. But if you think about it, thisis really all you have to pay for a paid ad in that keywords SERP. Sort of. In addition tothe one-time purchase of the keyword, you are also charged a yearly 5% fee of your keyword spend. So if you buy just one keyword and pay $5,000 for it, you’ll be charged$250 annually. Not bad when you think about it long term. Just to give you an idea of their pricing structure I’ve typed in a few keywords to get estimates on. See screen shot below on the range you could be paying to have permanent placement on Leapfish.comThis brings me to my next point. This is a long-term strategy. This is not for small business’s wanting to teach themselves PPC advertising for a month to see how it works.As far as reporting, you can add in add tracking to your destination URLs and \ track Leapfish visits and leads via Google Analytics.Another good thing LeapFish is doing to get the word out about themselves is sponsoringmany national search engine strategy conferences. They’ve been featured in several high profile websites. Their CEO, who is only 29, by the way, and has been recognized as onein the top 40 Silicon Valley innovators.
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