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SEARCH ENGINE MARKETING | |
INCREASE YOUR INTERNET SALES WITH SEARCH ENGINE MARKETING
Using Google Adwords, Yahoo Search Marketing and Microsoft AdCenter, we can generate more revenue for your business.
PAY-PER-CLICK ADVERTISING
Pay-Per-Click (PPC) listings ensure that your Ad or 'sponsored link' is displayed in response to specific search terms. Higher positioning is typically obtained by bidding more than other advertisers for whenever a user clicks a 'sponsored link' (pay-per-click). PPC listings are purchased from portals and search networks, characterised by an auction type environment in which advertisers bid for specific keywords and keyphrases.
HOW PAY-PER-CLICK PAYS FOR ITSELF
Pay-Per-Click can be very effective in driving customers to your website. Typically, a new PPC project is seeded with a minimum budget of £1,000. When the budget is depleted or running low, part of the profits generated by the PPC campaign are re-invested and the cycle repeated forming a profit spiral of increasing returns.
The following is an example from Google of a Return Of Investment model for a Search Engine Marketing campaign with a maximum cost-per-click (CPC) of £0.50:
CREATE, TEST, REFINE AND MEASURE
Effective Pay-Per-Click campaigns require continual iteration, dynamically evolving to gain & maintain position:
| FOUR STAGES FOR EFFECTIVE PPC |
1.
Identify advertising goals, create relevant keywords & ads for each of these goals |  | 2.
Run pilot campaigns to test
the ads and keywords |
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3.
Set up conversion tracking tool & reporting tools to analyse ad performance |  | 4.
Modify & test campaign until you reach a desired ROI. Retain only the most successful ads |
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PROJECT MILESTONES
A PPC campaign can be up-&-running very quickly. The project will typically follow these milestones & timelines:
| ACTION ITEM | OWNER | DATE |
| 1. Identify Search Engine Marketing opportunity | iDev | Day 1 |
| 2. Define marketing objectives, metrics and budget | iDev + Client | Day 7 |
| 3. Deliver proposal, including sample Ads, keywords and daily budget options | iDev | Day 14 |
| 4. Client approval and sign-off | Client | Day 21 |
| 5. Launch, monitor and modify campaigns to meet objectives | iDev | Day 28 |
| 6. Report and refine campaigns to increase ROI | iDev | Ongoing |
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