Keyword Analysis
Millions of keywords and phrases are typed into Google every minute. Each phrase and keyword represents its own space on the internet. Each space must be examined very closely. We must compare the competition for each space and the potential volume it brings. Getting this section right is absolutely essential. If not, hundreds and thousands of pounds will be wasted. Continue reading
Top Of Google
Google generates over 10 times the traffic of additional search engines. Google’s is the immense power and can make or break a company or project.
Reaching the top of Google is a huge challenge. Search engines have highly complex algorithms that attribute a value to every web page it indexes. It ranks every page on their relativeness to particular search results. Every SERP’s (search engine) algorithm is unique, although they have similar components as to what is important; their definition of what is important differs immensely.
Search Engine Marketing (SEM) or Search Engine Optimisation (SEO) is the application of getting your website to the top of search engines.
Why is this useful? Good question.
Account Optimisation
After the initial set up stage is over, the real magic begins!
Each account needs constant optimisation. Experts will save you hundreds/thousands of dollars here. Optimising a PPC account, means tracking how well each keyword/adgroup performs, how much it costs per click, what the click through rate is, what is the conversion rate and how does all these stats compare against the other keywords. A thorough analysis is needed in order to make the most effective changes, saving you money.
Quality Score
Most important of all is the quality rating the search engines attribute to your online PPC campaigns. This can mean the difference between paying $0.12 per click and $1.50 per click. Quite simply, the higher your quality score (1 – 10) the less you pay for a click. The search engine PPC quality rating is determined by the relativity of keyword, ad group, campaign, ad text, landing page and link value.
Research Keyword List
You can throw thousands and thousands of dollars on PPC but if you don’t have the exact right keywords or have not targeted ‘buying keywords’, your thousands of dollars will wash down the drain.
Each business requires a varying amount of visitors at various times. Most of the time the business will need quality leads that have a high conversion rate, occasionally at other times the business will need a high volume of leads during quiet periods or data gathering. When set up correctly, all your online advertising can be switched on and off as you wish. If you want more quality leads, bingo! If you want a greater quantity of traffic, Bingo!
Online Advertising – PPC (Pay per Click)
Every second hundreds of people are searching the internet looking for exactly the products and services that you offer. At present they are currently being funneled to your competitors. By the time you finish reading this document a qualified lead is talking to a competitor of yours.
Online marketing can be very time consuming and costly if done incorrectly. On the flip side, if done correctly it is a marketeers and managers dream. Every dollar spent is accountable and trackable. Spending sprees where you do not have 100% control are long gone. Online marketing has become a science. Modern techniques and software now allow us to attract highly qualified customers like a magnet.