Beginner's Guide
How to Advertise successfully with Stonediver

Step-by-step how to create an account with STONEDIVER and begin receiving traffic. We suggest that you print this document out and keep it handy when you join our site. We help newcomers understand how to advertise with Pay-per-Click Search Engines (PPC SE).

Step 1: Think about what you want for your business!

Who is your target customer? What type of business do you have? What category does it fall under? Let's say you own a car dealership called "Jim's Car Dealership". Your target customers are all who want to buy a car... the first thing you need to do is figure out what "keyword phrases" someone is likely to search on when they are interested in your product. Keyword phrases can be anything related to your product,
from a particular "car part" to an actual brand of automobile. Take a look at this list:

• car
• cars
• auto
• dodge
• ford mustang
• tire
• engine
• etc.

These are all phrases that someone might type into a search engine if they were looking for a car or car parts... (Dodge and Ford are brands of car). These are all perfect keyword phrases that we would want to add our site under. On STONEDIVER, singular and plural searches are considered separate, so if you were adding your site under "car" you should also add your site under "cars". You should take a few minutes to write down a list of keyword phrases related to your business. If you need help, when you log into your account at STONEDIVER you can browse at Stonediver and see who is listed.

Step 2: Create an Account

If you have not yet done so, you should create an account on STONEDIVER. This is easy and will take only a few minutes. To create an account, click on "Advertising" at the STONEDIVER page. You will be asked a few questions and then a confirmation email will be sent to you within a few minutes.

Step 3: Login to your Account
Now that you have created an account, you should log in. Go to: http://stonediver.com/ and Login. Remember that the password is case-sensitive meaning that lowercase and uppercase are different. If you have forgotten your password you can click on "Lost Password" to have it sent to you.

Step 4: Add Keywords
Now that you have logged in you need to add your site under the list of keyword phrases that you created earlier. Take a look at the demo how to create a Title, Description and add the right keywords. Next you need to enter your "Site URL". The Site URL is the web address that someone would type in to reach your website... for example, our URL is http://stonediver.com/.  The next box is for the "Title". The Title is a short 50 character label for your search engine listing. In our earlier example for Jim’s Car dealership, a title may be " Jim’s Car dealership - Top Cars!". The title usually includes your websites name and maybe a short slogan or generic description of what you have. Remember, it must be at most 50 characters long (a character is any letter, number, symbol or space). Now you need to enter a longer "Description" of your site. The description can be up to 150 characters long and should give the visitor a simple idea of what your site sells. For our example, a description may be: "We have been providing the top name brand cars and parts to our customers for over 6 years. This is where you should sell yourself to the customer and make them want to visit you. An important thing to remember is "don't lie"! Don't say anything that is not true and don't tell them you sell anything you don't sell. While writing a false description may get you more traffic, it will not be "qualified traffic" and the visitor will leave immediately. It depends on you to keep visitor we send you.

The more you will pay, the higher you will be listed and typically, the more traffic you will receive. For now you should leave this set to the default which is "0.10" (one cent per click). You will change this later.

When you are done filling in the boxes on this page, press the button labled "Continue" and submit your changes.

Step 5: Fund Your Account
STONEDIVER works on a debit account system meaning you must pre-fund your account to receive traffic. When your funds run out, we stop the advertising until you fund your account again. This works out well for many advertisers because they can set a spending limit - you will never receive a bill from STONEDIVER.

There are many choices the simplest and quickest is to pay using your Credit Card which is immediate. Other options are to use the free service PayPal.com, also you can mail us a check, money order or wire us money. The minimum payment is $50.00. As soon as your payment is posted to your account, your advertising will be live and your site can begin to receive traffic.

Step 6: Adjust your Bids
Now that your account is active, you should adjust your bids to make sure you are getting the optimum position. The first thing you need to do is decide how much you are willing to pay. The more you are willing to pay, the higher you will be listed in a search and typically the more traffic you will receive. It is NOT always best to be number one however, you should only bid as much as you are willing to spend to get a customer to your site.

How will you decide how much to bid? Let's look at an example:

Let's say that you get 10000 visitors and that for every 1000 visitors, only 6 of those visitors buy something. You also know that on an average when a customer buys something you make at least $ 70 profit but usually much more.
That means that:

• 6 paying customers x $70 profit per customer - $420 profit
• $ 420 total profit / 1000 visitors - 42 cents per visitor profit

So from some simple math, even though every visitor does not buy something, on an average, a visitor is worth 50 cents profit for Mary's store. That means that Mary can afford to pay up to 50 cents per click to "break even". If she pays any more than 50 cents per click she will lose money, if she pays less than 50 cents per click, she will make money. Mary may decide that she wants to spend at most half of her profits on advertising... this means Mary wants to be listed as high as possible in the listings and pay at 25 cents per customer.

You have to Adjust your bids, and get the most out of it. Our software will Adjust all of your listings to the highest position possible without paying more than the amount you entered. If you wish to change your bids manually, you can also do that. This will show you all of your keywords along with the top 7 bid amounts currently being paid by other STONEDIVER customers. You can manually adjust your bids so that you gain the position you want. When you are done, make sure to submit your changes.

Step 7: You're all done!
That's it, your account should now be live and you will begin receiving traffic. You should occasionally log in to review your account activity, adjust your bids and make sure your account is funded. How much traffic you receive will depend on many things:

• How popular the keyword phrases you chose are
• What position you are listed in under each keyword phrase
• How interesting your site description is to a searcher

Don't forget , the most important part is the price you are paying per visitor, not how many visitors you receive. We suggest you start slowly and test out different site descriptions, keyword choices and bid amounts to see what works best for you.

Good luck!

Susan Schwabl
Sales Advisor
http://stonediver.com/
sales@stonediver.com