Paid Search Engine Marketing

	Paid Search Engine Marketing: Find new customers online today!

What is Paid Search Engine Marketing? Simply put, it is a service that lets you work directly with the search engines, such as Google (AdWords), Yahoo! (formerly Overture), MSN and others. Your company bids on certain search terms, your ad is displayed when a visitor searches for this keyword and as soon as the ad receives a click, you get charged depending on your position. This is why Paid Search Engine Marketing is also known as Pay Per Click or PPC Marketing.

Optimizing your campaign

But is the process really that easy? Not necessarily. You do pay for each click, but not every click will result in an action: a newsletter subscription, a guide white paper download or a filled out contact form, for example. So at this point your options are the following:

A. You can elect to pay very little per click. The result is a good price per lead ratio, but your sales team only receives a handful of leads per month.
B. You can increase your maximum cost per click, receive many more conversions or leads at a much higher price

The optimal solution for profitable Paid Search Engine Marketing lies somewhere in between these two extremes. What is required for this decision making? Which keywords are bringing you leads? Which are actually a waste of money? How much should be spend on the profitable keywords? How many visitors are required to yield one lead? Conversion tracking will help you address all of these challenges. And surprisingly, the majority of companies who might be spending tens of thousands of dollars per month on Paid Search Engine Marketing campaigns are not tracking conversions. They are completely working in the dark. Don't be caught in this predicament.

How does Bloofusion manage Paid Search Campaigns? Which factors are important for long-term success? Here are some aspects of our approach:

Keywords, keywords, keywords

The right selection of keywords is absolutely vital. Certain keywords will convert well while others won't at all. We see see this all the time: Conventional internal wisdom is often amiss when it comes to projected keyword effectiveness. But numbers don't lie. Only by trying keywords and measuring the actual conversions over time will a campaign become more profitable. Paid Search Engine Marketing is an iterative process that can pay off handsome profits as long as the focus is long-term.

Use the ad to speak to your prospects

Your ads must be well-designed and utterly compelling. The ad is what will grab your customer's attention. The ad is the springboard to action. A high click-through rate is not only important because it maximizes your traffic, with Google AdWords it will actually help lower your maximum cost per click as well. Again, we trust statistics more than instinct. Part of this aspect would be painstaking A/B testing programs where not only the click-through rate but also the conversion rate will determine the winner ad.

Seal the deal with the right landing page

Finally, the landing pages need to be the logical culmination of your offer. These are the web pages where your visitors will be directed once they click on the ad. If the ad is compelling enough to elicit a click, that is only the first part of the equation. The landing page must represent a fluid segue from the ad text. What does that mean? If your visitor clicks on the ad because you are offering a free white paper but they need to weed through various links to find the download, this visitor will end up exiting. Thus, a landing page must never be your home page. Your visitor has defined what she is searching for by using a certain keyword. She then has confirmed her need by clicking on your ad. The solution must be readily accessible on the landing page.

We focus on these and many more aspects when designing a Paid Search Engine Marketing Campaign for you. And for us Pay Per Click Marketing is never simply an end in itself, it serves as a portal to Search Engine Optimization (SEO). The data and intelligence collected here can be effectively integrated into SEO to make it much more efficient and cost-effective in the long run.

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	Our white papers cover the online marketing sector in much greater detail: Search Engine Optimization for E-commerce Sites     Search Engine Optimization and Web 2.0     Web Design and Search Engine Optimization: Two Separate Worlds More White Papers...