Search Engine Marketing. The effort directed towards using search
engines to market a web site, the purpose may include improving
natural and paid listings or a combination of these and other search
engine-related activities.
Search engine marketing is the Buzz Word in the marketing world,
showing 214% growth over the past two years. All this excitement has
triggered a rush of companies embracing search engines as a major
marketing channel. But these companies risk failure unless they have a
coherent search engine marketing strategy that understands this new
advertising medium. One has to Follow these Strategies to avoid
failure. Your unique search engine marketing strategy will likely
include other aspects based on your industry. But these five elements
are the common denominator among top-performing campaigns. If your
current search engine campaign lacks one or more of these, then think
seriously about how you could incorporate them. The results are worth
the effort.
Measurement
Good search engine marketers have a strong desire to track every
aspect of their ad campaign. Measurement is essential to a successful
search engine marketing strategy.
Flexibility
The success of your search engine marketing strategy ultimately
depends on your keyword selection. A good strategy recognizes that you
will achieve the best ROI when you are pragmatic in choosing your
keywords. A good search engine marketing strategy targets a broad
range of keywords, going after the little words as well as the big
ones. Overture and Google have made it easy to add keywords to your
campaign. It's much better to look for small bargains than to fight
for one or two big words. The conversion statistics tell you which
keywords are working. And note that, while broad matching is a quick
way to target a wide range of words, it's rarely your best long-term
option.
Curiosity
You're ads are doing well, but could they do better? What if you just
made one little change to the ad text? Optimizing your creatives
should be a core part of your search engine marketing strategy.
Compared to other forms of advertising, it's easy to change your
search engine creatives. Since they're text-only ads.
Follow Through
The success of your search engine marketing strategy depends on
follow-through. Search engine campaigns are easy to set up. Sadly,
that tempts a lot of advertisers to neglect their campaigns after the
first few weeks.
Balance
While paid search engine advertising is great by itself, you'll get
the most value from a balanced search engine marketing strategy that
also uses organic search engine optimization and link building.