Search Engine Marketing

alarminfamousInternet and Web Development

Nov 18, 2013 (3 years and 4 months ago)

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Search Engine Marketing
Cuan Gray
021 809 883
WHAT IS SEARCH ENGINE MARKETING?
HOW DOES IT WORK?
WHAT DOES IT ALL LOOK LIKE?
Search Engine Marketing (SEM) is making sure
your company’s advertisements and website
details appear on the results page of online
searches. However, you only show up on searches
on particular words or phrases which
relate to your business.
Your ads appear on the right and at the top of
Google. There are also Yahoo and Bing searches.
the basics
You bid on words or phrases relating to your
business, for example, if you’re a builder in
Christchurch, you could bid on “builder”, or “handy
man”, or “build a deck”, or “Christchurch builders”
etc.
You set limits to how much you pay for the words
you’re bidding on, and limits to your total budget.
When someone searches that word or phrase,
you’ll show up on the results.
You will only pay for when someone clicks through
to your site
Your Adwords account has plenty of
information to help you understand
what is, and is not working for your
online advertising through searches.
by
HOW DOES SEM BENEFIT
YOUR BUSINESS?
COMPLETE CONTROL
WHY USE SOMEONE ELSE TO
MANAGE YOUR ONLINE ADVERTISING?
ADDITIONAL SERVICES
You’re visible to all those searching for all related
products or services online.
You’re in front of only relevant customers - for
example, an ad for a builder will not appear in
searches relating to plumbers.
Results are traceable and measurable - you can see
what is, or is not working and which areas are worth
spending money on over others.
You are in complete control of your online
advertising.
You can start and stop campaigns instantly.
Add new ad variations, product lines, new
services, different contact details - all
instantly.
You will never ever go over budget.
Running online search marketing effectively means:
Researching current search terms and search
volumes.
Creating advertisements with multiple variations.
Ensuring all campaigns are effectively returning
results and no money is being wasted.
Continually analysing customer behaviour,
competitor behaviour and overall trends.
Continually optimising the account by managing
bids.
Continually changing ads to test effectiveness.
Tracking spending.
Keeping up to date with changes to search engine
algorithms.
We can save you at least 15 hours a month just by
managing your online advertising for you.
Most importantly - we are experts in online search.
We will manage your online advertising better
than anyone else.
Getting people to your site is only the first step.
Here are some additional services we offer to
not only help get more visitors to your site, but
also make your site work more effectively in
converting them into customers:
Display Ads - Acquiring new customers by
displaying banners across targeted or general
sites.
SEO - Writing your sites content effectively and
frequently will help you appear in the non-paid
search engine results.
Re-marketing - We directly target those visitors
who did not convert, with specific messages to
entice them back.
A/B Testing - Testing two variations of a single page
to see which version gets the best results.
clients we’ve worked with ...
SEO (SEARCH ENGINE OPTIMISATION)
SEO relates to the ‘organic’ area of search
results. In Google, it’s the bit you see on the
left hand side, under the ads (shown on the
left).
Appearing in this area is important, and it
entirely relates to how relevant and
important your site is to a person searching on
that specific topic or phrase.
A/B or SPLIT TESTING
SEO strategy is a longer-term,
content creation strategy, and is best
accomplished by releasing plenty of
relevant and useful articles on your
site. The more recent that content
is, and the more people who engage
with your site through that content,
the more the search engines will
raise your sites listing position.
The best part - clicks from this area
don’t cost you anything!
Split-testing is a way of
measuring a different version
of the same page - for
example, your homepage (see
the Fatso example on the left).
With half of the visiting traffic
diverted to the original page
and the other half diverted
to the alternate page,
conversion rates are tested
simultaneously.
The page with the best
influence over conversion rates
is kept, and the test is then
repeated with another
variation to further try and
increase the conversion rates.
Changes to the Fatso homepage,
that included adding a ‘how it
works’ video, increased trial
conversions by 21%.
RE-MARKETING
Re-marketing is very effective
method to re-engage with visitors
to your site who did not convert.
Non-converters, after leaving your
site, will regularly see your
banners in front of them, on other
sites, as they browse the web.
Your message can be very specific,
as you will know exactly where they
were on your site before they left.
You can narrow this network down to
specific websites that would have a
higher cross-over to your business, but
it still means a more blanket approach,
meaning also, generally a more expensive
option.
DISPLAY NETWORK ADVERTISING
Display Network Advertising displays your
banners in the same places your
re-marketing banner would sit, only this
method is not as targeted.