Search Engine Management (SEM) is a collective approach of integrated solutions ranging from natural listings to trusted feeds. Starting out, one method may be more dominant. Often PPC is employed for new campaigns, then gradually reduced as the dependency on PPC is shared with more cost-effective natural options, such as the Search Engine Optimistation (SEO) element of SEM. The type of product or service offered has a bearing to. A spend on affiliate marketing or trusted feeds may be more suitable, particularly with E-commerce websites.
There's more than one front.
- Natural Search Engine Optimisation (SEO)
- Pay Per Click (PPC)
- Affiliate Marketing
- Banner Ads
- Trusted Feeds
Natural Search Engine Optimisation (SEO)
Unlike PPC, SEO listings are not budget-dependent and therefore do not expire when budget is unavailable.
This is the process of optimising a web site so that it is ranked as highly as possible in the natural listings of a search results page. Search engines send out 'spiders' to score web pages based on content; this is stored in an index. When a user conducts a search, the engine matches that term against the index and displays the listing in accordance with its score.
Relevancy: search engine algorithms are designed to prioritise natural search results based on relevance to a user search. As a result, traffic from natural listings tends to be of a higher quality.
Longevity: once a site is correctly indexed and optimised, the listings are there 'permanently'. Natural SEO therefore provides long-term exposure of your web offering.
Self-perpetuating: a correctly optimised site structure will facilitate ongoing indexing of existing and new pages in your site over the long-term.
Cost-efficiency: SEO can be the most cost-effective and highest returning form of online marketing.
Pay Per Click (PPC)
Paid Search is where the advertiser pays to appear within the major search engines under targeted search terms. The payment model is Cost Per Click (CPC); you only pay when a consumer identifies your listing and clicks through to your site. Its quick to get started and often is a must for new campaigns.
Here's a few things to think that campaign managers need to consider.
- Keyphrase analysis and search term targeting
- Copywriting and creative for ad listings
- Campaign setup: ad group creation; deep-linking specification; engine submission
- Bid strategy: setting optimum CPC targets and bid rules for each ad listing
- Bid management and monitoring: optimising your ad listings throughout the campaign to maximise
- ROI
Affiliate Marketing
What is it?
Revenue sharing between one site called the affiliate which features an Ad or content designed to drive to another site know as the merchant or seller.
Advantage: It's a pay for peformance model, so no payment is due to an affiliate until results are realised.
Banner Ads
How does it work?
Having created a stylish and captivating banner to twinkle the eye it's time to optimise your coverage. webAdLink places your banners on premium websites within a network of over 5 million visitors per month. Weatheronline.co.uk, Virtualtrader.co.uk, glass.co.uk, scoot.co.uk, Adtrader.co.uk are a few example of high-traffic websites participating in the webAdLink advertising programme. In addition to giving you access to a broad audience, the weAdLink Advertising programme allows you to precisely focus on your target market.
Your banners are placed exactly where your potential customers are, by selecting your banner placement according to location or business sector, for example Automotive, Cinema, Travel, Xmas Shopping, Real Estate. Measured in Page Impressions (PI).
With goBilly webAdLink you can participate in one of the largest banner advertising networks.
Final thought
As with all successful marketing, with SEM its a collective and integrated approach to reach your target audience that will otpimise your campaign results.