Understanding the Search Marketing industry

Search Engine Marketing

Search engine marketing refers to the process of using search engines to promote your business, products and services. Search engine marketing breaks down into a few key areas; search engine optimisation or SEO and pay per click advertising or PPC. Search engine optimisation is the process of modifying the structure and content of your website so that the search engines understand exactly which topics your site is relevant for and should therefore rank well search results. Pay per click advertising is the process of displaying adverts alongside search engine results but it does not cost a penny until a searcher clicks on one of your adverts.

Pay Per Click Advertising / PPC Advertising

Pay per click advertising or PPC advertising is referred to in a number of different ways such as sponsored links, Google AdWords optimisation, pay per click campaigns or ppc campaigns. The leading provider is Google AdWords. Google AdWords campaigns are fairly straight forward to set up but it is very easy for an uneducated user to spend a lot of money in a short space of time without getting the kind of site visitors that will result in enquiries or sales due to poor AdWords optimisation. We offer extensive Google AdWords campaign management and optimisation services. Typically if a user is spending a substantial monthly budget, through the use of our extensive AdWords management and optimisation techniques we can optimise the AdWords campaign to receive between 10 and 40 percent more traffic from the same monthly spend. Professional AdWords management also means we give you detailed weekly ad spend and conversion reports. Specialist AdWords management is a detailed process which starts with keyword research through to advice on exactly how to layout your key landing pages to ensure your conversion rates are high.

Search Engine Optimisation

Search engine optimisation breaks down into content optimisation, site architecture changes and link building. All three are incredibly important to the success of a campaign and content optimisation and link building must take place on a monthly basis in order to ensure continued success. We often recommend clients in very competitive campaigns assign specific budget purely for link building programmes.

Search Engine Marketing Campaigns

A successful search engine marketing campaign will require extensive use of both pay per click advertising campaigns and search engine optimisation practices. Good AdWords management / optimisation and search engine optimisation will enable a company to occupy key search engine rankings on both the left hand and right hand side of search engine results.

Pay Per Click (PPC) / Sponsored Links / Google AdWords

Pay per click advertising or sponsored links appear across the top of Google search engine results and down the right hand side of the search results pages. Google AdWords is the management system that controls the placement of these sponsored links and decides where each sponsored link should rank in the search engine results. Each sponsored link is triggered by specific search phrases that we define and we associate a maximum cost per for a user to click our sponsored link advert. Managing and optimising these Google AdWords campaigns is key to the success of the campaign because if your sponsored link advert is being triggered by unrelated key words then you are in danger of wasting ad spend on phrases that will never convert into business. A key part of the AdWords optimisation process is to research exactly which keywords will convert into business so that we only send very relevant traffic to your website from your pay per click campaign.

Pay Per Click Marketing / PPC Management

Pay per click marketing is one of the highest return marketing activities any business will undertake and pay per click campaigns require careful optimisation and management. PPC campaigns have been around for 4 years now and its growth is rapidly out stripping advertising growth on TV and Radio by a factor of 3.

Google AdWords Optimisation

Google AdWords optimisation generates great intelligence in terms of which phrases actually result in sales and this intelligence can be transferred into other areas of search engine marketing such as your natural search engine optimisation campaigns.

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