| wo most successful techniques for enhancing your | | | | be #1 in the rankings, monopolizing the traffic for those |
| online image are: search engine optimization, and pay | | | | searches and only have to pay the minimum amount |
| per click advertising campaigns. | | | | per click through. Related keywords and phrases can |
| Basically it's all about helping customers find your | | | | include synonyms, incorrect spellings, alternative words |
| website and business. A pay per click advertising | | | | and phrases, closely related words/phrases, and so on. |
| campaign is easy to start. You open an account and | | | | Then, perhaps most importantly of all, you need a |
| deposit some money as a starting balance with the | | | | ‘landing page’: (a) specific page(s) |
| search engine company that you are advertising with. | | | | created for visitors referred from marketing |
| You enter your site's URL, title and description and bid | | | | campaigns to maximize conversion. Landing pages can |
| on relevant keywords. A site selling wine might bid on | | | | be a series of related pages within an existing site |
| keywords such as "wine", "red wine", "wine club" etc. | | | | structure or they can be a microsite, which is |
| When someone searches for "wine club" the details of | | | | specifically setup for a campaign, typically with its own |
| your site appear, in the form of a search result with | | | | campaign URL - an example is Norwich Union’s |
| the URL, title and description you entered. If they then | | | | (faintly annoying?) |
| click on your listing, your account is debited the amount | | | | There are different types of landing pages that work |
| you have bid on that keyword. | | | | best depending on the campaign objectives – a |
| Pay per click offers a high level of assurance that | | | | landing page integrated into the sites structure or a |
| your campaign is reaching the proper target. What | | | | landing page specifically created for the campaign. |
| makes them so effective is that someone who has | | | | Integrated pages may not work so well in terms of |
| searched for your product is already qualified when | | | | conversion. Bespoke landing pages tend to produce |
| they come to your site, which is selling the product or | | | | higher conversion rates but it requires more effort and |
| service they are looking for. Pay per click campaigns, | | | | maintenance. So you need to work out whether the |
| however, are not perfect. Without constant monitoring, | | | | cost of producing this type of page is offset by the |
| you sometimes risk incurring advertising costs that can | | | | potentially higher conversion rates and better campaign |
| spiral out of control, focusing on terms that don't | | | | results. |
| convert well for your product or services or lose out | | | | Some simple guidelines for effective PPC are keep |
| during a bidding war. | | | | ads and landing pages relevant; provide enough detail |
| It is important that your keywords are relevant and link | | | | for a decision; capture the audience’s |
| to the page that contains information relating to that | | | | imagination and their data as quickly as possible; forget |
| keyword. Bidding on keywords can be expensive. An | | | | the guru’s page length, graphics and menu |
| alternative strategy is to bid on related keyword | | | | options type arguments and FIND OUT WHAT |
| phrases which no-one else is bidding on. You may then | | | | WORKS, as in all direct marketing test, test, test. |