What Results can you expect from SEO and when?
Search Engine Optimization (SEO) is a fundamental part of search engine marketing (SEM). It requires constant updating and continuous attention of the web site content for solid, longterm effective results. Many search engines take a few days to a few weeks to “index” a web page to their database. Some take more than 4 weeks, or even 6 weeks to index a web page!
Search Engine Marketing - other aspects.
In addition to these two major disciplines, there are other aspects of search engine marketingg:
- Contextual advertising, which is offered by many PPC service providers. Contextual advertising delivers targeted advertising based on the content of each individual Web page that carries an ad. Advertisers who have used PPC to target people searching on the term fishing can also have their ads distributed across a great many Websites. This is a fast-growing market, and one that’s sure to become a very significant part of SEM over time.
- Directory submission, which involves the submission of Websites to general-purpose and vertical (topic-specific) directories, or vortals. Many directories (both general-purpose and vertical) provide search-driven traffic to the Websites they list. Many operate on a paid advertising or PPC basis.
SEO - Sponsored links
Sponsored links are ideal for you if you expect immediate results and high flexibility. This option is cost-effective if you are aware how much you are going to pay for each prospect who visits your website. The most recent methods make it possible to create campaigns that are cost-effective for every action taken on the website by the user.
The advantage of sponsored links campaigns is that you pay when prospects visit your website. What’s more, they were interested in your services or products because advertising copy prepared by us was displayed for him or her as sponsored link.
It is a very flexible solution because you can specify a daily budget for ads. Conversion makes it possible to specify the number of actions that visitors take on the website – e.g. the number of people who clicked on the sponsored link and then bought a product in the online shop. Campaign parameters can be changed and modified any time as the need arises.
How much are sponsored links?
Sponsored links are paid for in two ways:
*PPC – Pay-Per-Click
*CPM (Cost Per Millie) - paid per number of displays – only when boxes appear on partner websites.
Effective PPC (Pay-Per-Click) campaigns
A “click” is a “hit” – a vital visit to your website. PPC campaigns are mainly targeted at the websites of companies which do not sell online - therefore which have no Internet sales to research. The aim of a Pay-Per-Click campaign is to generate traffic into your website that will substantially increase the number of hits and interest in your products and services.
This creates corporate image, builds brand awareness, - and attracts your prospects to showrooms, shops, service outlets – whatever is your situation - and ultimately increases mainstream sales and profits. Well-run Pay-Per-Click campaigns bring short-term results but they are also the most beneficial in the long run.
Context ads
Context ads are a modern form of Internet advertising in which the content of the ad is selected in such way that it matches the content of the website displayed, e.g. placing an ad by a car repair company on portals and discussion boards dedicated to cars. It allows you to place your ads on the websites where they will draw most attention. Usually, context ads are PPC and displaying the ad does not generate any additional costs.
This solution is beneficial for you if you want to present your ad to a wide range of users and also to people who do not use search engines. A context ad can be placed in the search engine box as well as on websites cooperating with Google whose content best matches the ad. Like sponsored links, context advertising provides full control of costs.
Graphic ads
A graphic ad is an interesting alternative for traditional banner campaigns. This solution is primarily ideal for you if you want to create their image with visually attractive graphic and multimedia ads. As is the case with contexts ads, graphic ads are placed on the sites whose context correspond the ad, with a greater likelihood of reaching a person interested in the offer. Graphic ads are PPC. Normally, their cost is lower than advertising on portals. In brief, a greater reach at a relatively low cost.
This form of advertising is best if you focus on building brand awareness and creating your image.
This option includes:
*researching and selection of phrases
*determining the campaign budget
*monitoring the number of visits to each ad
*modifying the campaign to maximise the number of good users at minimum cost
AdWords campaigns
AdWords campaigns are a very special and innovative type of campaign which is highly effective at a predefined maximum per-unit cost. They are designed for you if you expect high effectiveness, quick results and detailed reports on the campaign.
An ad in the search engine and other Google services or partner websites is, for a new website or a new product, the only way to quickly and effectively reach your target client. Here like nowhere else are you able to accurately describe your product or service with precise key words, exclude undesirable recipients of your ad and by reaching prospects take them straight to your website that addresses their needs.K
Creating the campaign
Creating ads in Google AdWords seems quite easy:
*you create an ad box consisting of a title and a short description
*you enter phrases through which the box will appear
*you can specify websites from the partner network that would display the box
*we determine the budget and take off
However, myths are quickly replaced by reality. In many cases it turns out that your ads do not translate to client at the level you were dreaming about, or you (for example) attract law students instead of the people who seek legal advice – paying considerable amounts unnecessarily for low conversion to sales.
Why does it happen and how can you counteract it?
There is no single answer – every industry is different, every product or service requires a different, individual approach. The optimisation of a campaign is sometimes everlasting and never reaches its optimum, due to changing conditions on the Internet, seasons of the year and even the tastes and Internet intelligence of your prospects. All these factors should be subject to continuous analysis and verification, and as a result initiate changes and impose requirements concerning phrases, settings (price, quality, method of matching), construction of the box and its content.
It is always far more cost-effective to entrust your campaign to experts who have at least several years experience in conducting AdWords campaigns for a number of industries, preferably in several markets, including international. We are your expert!
