Search Engine Marketing

Pay per click (PPC) is all about achieving sales and in particular Return On Investment - ROI and there are key strategies to ensure that you achieve the very best ROI. As Richard Firminger says in his recent VIP Briefing, focus on the keywords that make sales - that is how to ensure the highest ROI. In pay per click each network will deliver against your top key words, so you need to focus on a range of networks rather than a bid management system and closest match. - When we say focus - we mean focus 24 hours a day, 7 days a week - only spend when your key words are performing and be prepared to scale right back at times when they do not work so well.

The key in achieving high ROI is not just the cost per click, but the conversion - and if you get great conversions, you can perhaps stand a higher cost per click. So what we are realy talking about is value, value of your return and how much you can really afford to pay - and the answer for most is that they can often afford more conversions - the problems occur when you are paying for too many clicks that do not convert...

In the same way, position is not everything. Have you ever seen a heatmap? do you know what positions convert better for you - it is not always position one...

What you are looking for is the very best keyword/search engine/position/creative/time-of-day combination - and all the variables change all of the time! Each click needs to be measured against live analytics for you to be in true control of the power of search engine marketing.

Here at Weboptimiser, we refer to the methodology that constantly looks at these criteria - 24/7 as third generation search engine marketing - (3GSEM).

We know that not everyone uses PPC to make sales, there are techniques for increasing brand awareness too - and there are other results that are not necessarily about short term sales that are often part of the program. Whilst there are certainly different outcomes targeted, and different methodologies to employ, with different market outcomes, the technologies are often the same, requiring expert 24/7 control and monitoring to ensure power search engine marketing.