Search Engine Marketing
Search engines are clever things: they spend all day making sure that their customers find exactly what they're looking for as quickly as possible.
With careful planning and strong search engine optimisation, your website can help them do that. However, it takes time to grow your business through 'natural' search, and you might need that traffic in a hurry. And let's face it, who has time to wait? You might be planning a marketing campaign to promote a specific product, or you might be a start-up business looking for an initial boost to get some all-important sales under your belt.
This is where search engine marketing (SEM) comes in handy. SEM is the fastest way of driving lots of traffic to your website, using a process commonly known as 'pay per click' (PPC).
Navigating your way through the PPC marketplace is complex, though, and requires constant attention to and fine-tuning of your ad campaign. What's more, the PPC landscape is constantly changing and it's worth bearing in mind that as your competition grows – i.e. other businesses advertising for the same traffic – so, too, will your costs.
So, how do you make sure that the money you are spending is consistently turned into proactive customers or leads?
The key is to make sure that the pages that you want to direct traffic to are very carefully optimised for your SEM campaign. That means making the copy on your ad landing page as specific as possible, as well as mirroring the ad that is selling your services. For instance, if you are a florist looking to draw in traffic from people searching for red roses, make sure that your page is all about red roses, and not just flowers.
Likewise, it's important to make sure that your 'calls to action' – the links that encourage a potential customer to sign up, purchase, or get in contact – are clear and easily monitored, to help you see if your SEM ads are converting search engine users into customers.
A good SEM campaign that delivers the right kind of traffic to your website needs careful planning and monitoring. We have a variety of tools and techniques that are already helping our clients to run highly-successful, cost-effective SEM campaigns: we’ve helped them to save money while building their customer leads.