Lecture 24 E-Marketing. Paid Search Marketing Instructor: Hanniya Abid Assistant Professor COMSATS Institute of Information Technology. Objectives. After this lecture you would be able to Review search engine marketing techniques.
Paid Search Marketing
COMSATS Institute of Information Technology
Remember, the main techniques are:
1. Ensure your sites are included in the indexes of the main search.
2 Complete keyphrase analysis to identify phrases relevant to your market.
3 Start a search engine optimization initiative. This may involve restructuring your website.
4 Maximize quality links from and to different sites – run a link-building campaign.
5 Review the relevance of pay per click advertising and trusted feeds
Be sure to devote sufficient resources to deliver ROI from these.
Ensure you employ someone who is knowledgeable to optimize your position with search engines.
There are two significant differences between PPC and conventional advertising which are its main advantages:
1. The advertiser is not paying for the ad to be displayed. Cost is only incurred when the ad is clicked on and a visitor is directed to the advertiser ’s website. Hence it ’s a Cost Per Click (CPC) model!
However, there are increasingly options for paid search marketing using other techniques, Google also offers CPM (Site targeting) and CPA (Pay Per Action) options on its content network where contextual ads are displayed on third-party sites relevant to the content on a page.
2. PPC advertising is highly targeted.
The relevant ad with a link to a destination web page is only displayed when the user of a search engine types in a specific phrase (or the ad appears on the content network, triggered by relevant content on a publishers page), so there is limited wastage compared to other media.
Users responding to a particular keyphrase or reading related content have high intent or interest and so tend to be good quality leads.
In addition to performance-based payment and well targeted prospects, PPC has other advantages:
1 Good accountability. With the right tracking system, the ROI for individual keywords can be calculated.
2 Predictable. Traffic, rankings and results are generally stable and predictable. This contrasts with SEO.
3 Technically simpler than SEO. Position is based on a combination of bid amount and quality score, whereas SEO requires long-term, technically complex work on page optimization, site restructuring and link-building.
4. Speed. PPC listings get posted quickly, usually in a few days (following editor review). SEO results can take weeks or months to be achieved. Moreover, when a website is revised for SEO, rankings will initially drop while the site is reindexed by the search engines.
5. Branding. Tests have shown that there is a branding effect with PPC, even if users do not click on the ad. This can be useful for the launch of products or major campaigns.
However, these disadvantages need to be managed:
1 Competitive and expensive. Since Pay Per Click has become popular, some companies may get involved in bidding wars that drive bids up to an unacceptable level. Some phrases such as ‘ life insurance ’ can exceed £10 per click.
2 Inappropriate. For companies with a lower budget or a narrower range of products on which to generate lifetime value, it might not be cost-effective to compete.
3. Needful of specialist knowledge. PPC requires a knowledge of configuration, bidding options and of the reporting facilities of different ad networks. Internal staff can be trained, but they will need to keep up-to-date with changes to the paid search services.
4. Time consuming. To manage a PPC account can require daily or even hourly checks on the bidding in order to stay competitive. This can amount to a lot of time. The tools and best practice varies frequently, so to keep up-to-date is difficult.
5 Irrelevant. Sponsored listings are only part of the search engine marketing mix. Many search users do not click on these.
In this case there is a single keyword which when typed will trigger a targeted message for which different versions can be served for testing.
(100/Conversion rate %) X Cost per click