Search Engine and Banner Advertising Programs.
Often, search engine optimization may not be sufficient to drive the level of traffic you desire to your web site. This is where search engine marketing can increase your traffic to your web site, and hopefully convert those visits into sales.
Search engine marketing uses various advertising tools to promote your brand, product or service in the search engines, and on other web sites which accept advertising. Search engine advertising, such as Google AdWords, generally work on the pay-per-click (PPC) model, where you are only charged if a visitor clicks on your ad. Your ad may appear 500 times for a search on "vegetarian restaurant hilton head", but if only 10 people click on the ad, that's all you pay for. Affiliate marketing usually works on the pay-for-placement (PPP) method, where you actually pay for a specific number of impressions (500 views on the Dining page). These are typically banner type ads, which I'm sure you've seen on any newspaper web sites. These banner ads are best created using IAB Ad Unit Guidelines, so that you can use the same ad across several website properties. Which model works best for you depends upon several factors, and of course, your advertising budget.
Prior to the start of any search engine marketing project, you will be asked which keywords/phrases you would like to target. I will then present you with the current state of those keywords/phrases, their popularity among other advertisers, the current average price per click or price per 1,000 impressions, and suggestions on alternative keywords that are related and may be better suited to your marketing project.
Your online advertising will be monitored for performance, and adjusted if any keywords are not performing as expected. In the beginning of any campaign, daily analysis is needed to determine the success of the keywords/phrases chosen, and the click through rate (CTR) of the ads which are created. I have found great success for clients managing campaigns targeted at no more than 10 keywords/phrases. If multiple products and services are offered, then a unique campaign is targeted for each.
Advertising dollars are now more than ever money that should be spent wisely. Call me today to review your online advertising goals and options, and I can build a custom solution for you.
