Paid search marketing (Search Engine Marketing) is an effective tool for driving an increased volume of targeted web traffic and inquiries more quickly – particularly when leveraged in conjunction with an integrated, multi-channel direct marketing program. While Google’s Adwords service is certainly the most popular venue, there are a number of options available for placement.
Optimally, SEO and SEM are used in strategic concert, something FG has spent a good deal of time working on for our clients. Keywords can be bid on for areas where your site does not rank well, increasing your exposure to more prospects. Ad wording will be based on phrases where you do rank well, allowing someone who searches for your phrase to find your organization easily. Best practices include optimized keyword tracking, conversion tracking, analysis, addition of negative (exclusionary) keywords, analysis of traffic flow, iteration of ad copy, iteration of landing pages all seeking the goal of increasing your conversions and driving leads into your funnel. Implement, analyze, iterate, win.
Advertising and keyword strategies can differ for brand search optimization vs. product search optimization – which can often be more targeted around certain solutions, industries, or messages. Remarketing programs, essentially targetting ads at prior visitors to your site, can be a particularly cost effective means of building your brand. Google offers quick access to this feature set, and the ability to extend your advertising quickly into a variety of networks. Adroll is another strong service, particularly for remarketing campaigns. In B2B marketing, big ads on large commercial sites tend to be risky because a very small percentage of visitors are actually your targets. Remarketing/Retargeting campaigns take people who have actually visited your website before, and sends ads to just those people, while they are visiting these larger websites.
Frantz Group is practiced at developing and maintaining effective search marketing programs, including market analysis, keyword selection and analysis, search-optimized content writing, submissions to search engines, tracking, and results reporting.