Search Engine Marketing
Rules for Search Engine Marketing
Optimize Your Website - Don't spend anything until your website is as good as it can be. Research - Research and more research (the 3 'R's). Campaigns need to be planned carefully and if they are, this will pay dividends for your business every month thereafter.
Negative Keywords - It's not just about keywords - find out about negative keywords and how they can improve your overall return on every dollar spent. Competitors - Keep an eye on what they are doing. Track Your Leads - You need to know whether an 'internet' lead came from your SEM campaign or organic search results. Review - Keep checking to see if your campaigns are running effectively.
If your website is poorly ranked on Google and other search engines, you will struggle to get traffic to your website. Even if you are well ranked for certain search terms and phrases, you won't be well ranked for all of the key terms that a potential customer might use when looking for your product or service.
This is where Search Engine Marketing (SEM) comes in. It is a way to get noticed on Google/Bing for any search term as long as you are prepared to 'bid' the right amount for your ad to be displayed on the first page. For many businesses, it can be a low cost way to advertise and it is also easy to measure the success of your campaigns.
The combination of a well structured SEM campaign and a website that converts well is a truly compelling marketing mix. People who have told you that SEM hasn't worked for them are usually missing one of the above. We believe this so strongly that if you come to us with some SEM work but your website is not up to scratch, we will advice you to postpone your SEM campaign until such time as it is.