Search Engine Marketing, Pay Per Click, Search Engine Optimisation

Online Marketing Introduction

Marketing a website to ensure its target audience is engaged whilst comfortably directed through to the sites conversion points is key to success. Search Engine marketing generates revenue larger than TV channels earn for advertising, it's a market that is out there to capture and is only based on people seeking out products, services, media and information.

The challenge is to position your website in a visible location where your target audience visits online. Due to the ever changing nature of the Internet and that Search Engines strive to provide people with a simple solution to finding their requirements. Search Engines are the ideal platform to effectively display advertisements. This can be achieved through two options within the Search Engine results, Organic results and Pay Per Click (PPC) results;

Organic (also known as ‘natural’) results are ranked and determined automatically by the Search Engine, these results can be improved through Search Engine Optimisation activities and are designed to display the most relevant, current and trusted sources that meet the users search criteria.
Pay Per Click results are generally determined by an ongoing auction process that involves bidding an amount on chosen search terms that the target audience will use. PPC results can guarantee advertisers visibility for more targeted terms and the advertiser is only charged if someone clicks on their advertisement.

Linking your existing identity throughout all online and offline marketing activity is an important part of building a strong reputation and relationship with your customers.

Consistency resembles quality and defined themes can be easily remembered.

According to research conducted by Hitwise UK, four out of ten UK Internet visits came directly from Search Engines in March 2008. Search Engine marketing is focused on targeted advertising campaigns based on specific keywords. It creates high value lead generation and an extremely cost effective promotional environment for website owners and marketers.

If search marketing does not become a key part of an organisations marketing mix, the competition can easily take full advantage of the 24/7 visibility and reap the associated benefits.

Online advertising spending in Europe continued double-digit growth in 2007, according to recently released data compiled by the Interactive Advertising Bureau Europe (IABEurope) and analyzed by PricewaterhouseCoopers (PwC):

Online ad spending growth averaged 40% within 16 countries, in comparison; online ad spending in the US grew by 26% during the same period. Advertisers in Europe spent €11.19 billion ($15.3 billion) online in 2007, up from €7.21 billion ($9.1 billion) in 2006. It’s a fast growing market, with more organisations increasing their spend and taking full advantage of what the online environment has to offer.

On 1st of June 2008 The Times reported Online adverts put TV in the shade:

“Enders Analysis forecasts online advertising spending will increase 26% this year to £3.56 billion. This compares with a 2.5% fall in revenue, to £3.39 billion, for television. The TV market is flat at best if not weakening, whereas online advertising has continued to grow much more strongly than expected”

Traditional methods of targeting consumers now appear expensive, provide a lower return on budget investment, and are often displayed or heard by a large percentage of consumers that would not consider purchasing. Traditional methods do not allow the ability to target specific segmentations of consumers and cannot provide the detail of reporting that online advertising can return.

I have a sales focused background and find the prospects of online promotion and marketing exciting and revolutionary. Many organisations do not have a full understanding of the opportunities available and the best techniques to use, consequently they lose out. My previous experience and desire to serve clients professionally drives me to provide a unique level of support.

I ensure online revenue shows a stable incremental increase from the generation of new consumers, and to maximising the retention of an existing customer base. All my efforts are focused on long term results to reduce the cost per acquisition, and maximise the return on investment through my clients chosen method of online lead generation. Quick wins can be achived, but long term results are more valueable and stable.

In the News: