Newsletter: April 29th, 2008

Heading in the right direction,

From pouring rain to bright hot sunshine, the season of spring has definitely arrived in all its glory. And with short sleeves and smiles all round, there`s a clear air of optimism and confidence as we approach the final days of April. Overall, things are still on-the-up here at the Bone Fish offices, with affiliate applications constantly rolling-in alongside oodles of positive feedback. We can`t grumble - in fact, we`re happy and are feeling positively satisfied with the direction we`re heading in.This week we welcome another new UK partner, "The Onlines", which (for those that don`t know), is an extremely comprehensive online national guide to services and news in the UK.

The site, found at www.theonlines.co.uk, has taken the Bone Fish backbone and integrated our platform into their brand. And the result - An exceptionally clean and elegant site that is simple to navigate, superbly functional to use and overall, very complete.

With sister sites spanning the whole of England, Scotland, The Isle Of Man, Guernsey and Northern Ireland, The Onlines is rapidly gaining a solid following throughout its extensive area network.

It successfully provides a number of useful directories to the online public, and constantly sets visitors on the right track and helps them find exactly what they`re looking for. What`s more, it also has a nifty little feature that allows the public to upload their own news stories - and as such, pretty much knocks its competitors right off the shelve.

Bone Fish Ltd is thrilled to have The Onlines as part of its team and wishes them all the best of luck with their new dating project.

Until next time...

Kindest regards,


The Bone Fish Affiliate Team


The Bone Fish Guide to Online Marketing

Part Three: Running a Profitable PPC Campaign

Whatever the product, when it comes to advertising and Pay Per Click campaigns, your main consideration is always going to be the "Return On Investment" (ROI). This is calculated by working out how much is being generated though click-throughs from your PPC visitors (and of course, sales), minus the amount that you allocated to your advertising budget.

If your ROI is low or - worse still - negative, then to ensure an increase in traffic the next time around, you should really take a closer look at your advertisements and tweak them accordingly. Alternatively, you could also opt for less expensive keywords.

Ultimately, to run a profitable campaign and to ensure return on investment, you need to consider the following factors:

- If you`ve chosen relatively competitive keywords (and have paid a high price for them), then you may need to think about opting for keywords that are less competitive and therefore slightly cheaper.

- If your position in the search engine listings is determined by the bid price you`ve paid, then you need to assess whether this method as a whole is working for you. (Obviously, the more you`re willing to pay "per click", the higher up in the search engine rankings you`re likely to find yourself. But remember, at the end of the day you need to achieve a high ROI to make the cost of your keyword bids worth it).

Typically, most PPC search engines automate their bidding process so that the advertisers only pay the maximum amount required to get them to the top of the search engine listings. But having said this, it`s still paramount that you monitor each of your PPC campaigns to ensure that you aren`t being out-bid by another advertiser. You also need to confirm that the PPC search engine has not declined your advert in the first place. Because this can happen - especially if your original maximum bid price becomes too uncompetitive. Once you`ve mastered the basics PPC marketing and have discovered the various tools and software available to help you run a profitable campaign, you`ll then be in a position to fine tune your advertisements to make them work for you.