Usually advertisements with search engines are done through a system
known as pay per click (PPC) advertising. This means that you will
only pay a specified sum for each person who clicks on your
advertisement. Because you know exactly how much you are paying for
each visitor to your site, you do not have to worry about paying up
front for your ad and risk losing your money if the ad is
unsuccessful.
PPC advertising uses a bidding system which puts the advertisers with
the highest bids at the top. Without proper research and a strategic
approach, some advertisers will find that they ended up dumping their
advertising budget on a campaign that did not have good results.
Others will find that they get great ROI, but their ads simply do not
push enough volume to be significant contributor to the business.
We can help you manage your PPC campaigns and turn them into a very effective marketing tool.
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It is estimated that internet advertising will surpass newspaper advertising by 2011. If your company hasn't already discovered the power of top advertising positions on search engines, time is against you! In this example, you can see that even though Apple's website is the first organic result, they are also the first advertising result (sponsored link). Why would a company spend millions advertising a product on a search engine for which they are already the first result? Even more staggering is that most everyone already knows that Apple makes the Ipod, so why bother advertising for it? The answer: it increases their profits! In this example the advertiser has captured the top 3 positions for their keyword, and can expect to receive over 95% click rate for this keyprase. Without the ad, they may only receive 75% or less click rate. Thus, despite the additional cost, the ad pays for itself just like any other! Give us a call to find out more about our internet advertising / SEM services.
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The Internet Advertising Loop |
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For many years in print and visual media, advertisers were forced to
use a fairly primitive advertising model: advertise, then pray. The
only measure of success is the general increase in revenue weeks or
months down the road.
Internet advertising is an entirely new ballgame. Advanced metrics,
user tracking, and careful analysis affords advertisers the opportunity
to directly measure the success of their campaigns. There are four key
components to the internet advertising process which must be present
for a successful internet advertising campaign.
Managed Internet Advertising
Internet advertising is a constant battle. Competition, market newcomers, seasonal changes, sales / auctions, among other factors, all contribute to a forever changing advertising scene. The fact that your competitors can update their bid, and instantly affect your campaign means that managing an internet advertising campaign can quickly become a full time job.
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Targeted Traffic
Unlike many other forms of advertising, success online demands the ability to generate highly targeted traffic to your website. Although it may be easy to send a million visitors to your site who are looking for FREE MP3s, the probability that any of those visitors convert to buyers for any product is miniscule.
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New Sales
Effective advertising is not possible if there are substantial barriers in the sales cycle for your customers. By considering the impact of landing pages, user friendliness, aesthetics, credibility, and other limitations that affect your user experience, you can substantially increase the effectiveness of your Internet advertising campaign.
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Capital
New sales will create a revenue stream that increases capital, but it is important to remember to keep sufficient capital on reserve for fluctuations of the market.
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Grow Your Internet PPC Campaign |
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When you begin your campaign, it is usually best to begin with the most focused keywords you can find. This will usually allow you to spend less per click and retain a higher conversion ratio. This way you can begin to become more familiar with the way the new traffic will affect your business and gain important feedback on your website.
You can begin to grow your campaign as soon as you feel comfortable advertising on broad keywords. Because broad keywords bring the most traffic, they typically have a higher cost per click. This is compounded by the fact that the traffic may not interested in the products or services you offer. These factors make it more tricky to advertise, but the rewards can be well worth it. Despite these increased risks, generall the advertising is more targeted and less expensive than television or magazine advertising.
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