Online advertising on search engines
Online advertising a site on search engines (SEM, or Search Engine Marketing) allows you to publish small advertisements on the major engines, in order to promote yoursite, your brand and your products/services. These are sponsored links that can be displayed in the form of ads when you perform a search on a search engine. Ads fromthis form of online advertising are displayed at the top, at the bottom or right side of the results page of the search engine ...
The level or its ad placement of your online campaigns is based on an open bidding system. In this system, advertisers have bid for placement of their advertisements. This system is commonly referred to as Pay Per Click Advertising (PPC) and allows you to make online advertising pay only when your ads are clicked on. Advertise online through pay per click campaigns on search engines has become a popular marketing tool, but it is not enough to make the highest bid reaches its highest position.
To read a more general introduction about the benefits of online advertising pay per click,
PPC Framework Graphic
Step 1-online advertising: analysis
In case you decide to launch a pay per click campaign, you will need to consider several factors. In addition to what extent it is appropriate to entrust the management of such marketing activities, if any, to an external company or make it run internally, you need to understand its functioning, as well as establish a budget the time and costs of implementation. You should also use units of measure to evaluate the success (or failure) of your online advertising.
Advertise your website on the search engines is an excellent test, to test the ability of converting certain keywords in your SEO project, helping you to verify if the conversion of the selected keyword is actually effective. Largely marketing in search engines is to identify the most effective keywords for your web site. From this perspective the keywords of a pay per click campaign play a role just as important as that done by SEO.
If you deal personally managing online advertising, it will be desirable to identify the most important keywords for your industry so you can delete the words less relevantand increase the chances of achieving economic returns. Insert the wrong keywords will result in the loss of some groups of customers and decrease the return on investment (ROI).
What is a keyword? A keyword is a word or phrase that users (consumers or companies) use to locate information on products, services or topics to deepen or information about products or services they wish to purchase. The main idea that underlies the keywords for a marketing campaign pay per click (PPC) search engines you identify words or phrases that are important to your target audience. Traffic is important but the crux is represented actually by conversions. Here are some questions to consider for your online advertising:
What are the objectives in the short and long term?
How will be monitored and evaluated?
Who is your target audience?
You must comply with any regulatory requirements?
What language speak your target audience?
Who are your competitors in the pay per click?
Have you done research to determine what are the keywords on which to focus?
This stage aims to acquire a knowledge of the needs in the short and long term and related to your online advertising.
You want to start? — Promote a website
Step 2-online advertising Design
The creative advertiser has at its disposal on the internet many models of paid advertising. The choice of investing in a particular model depends on the target audience, the product or the service and of course the budget available. Online advertising on Google, for example, guarantees you immediate exposure and the opportunity to find new potential customers every day. Choosing the correct service and the right search engine goes to the weighted objectives (for example, if you want to make a campaign marketing PPC search engine marketing in Russia, remember thatGoogle has a marginal position in this country).
The design aims to create PPC ad campaign on the basis of the strategy and of the needs in the short and long term identified in the analysis phase. This phase may include:
Creating keyword-related models in terms of monthly counts, estimates click rates(CTR, or Clickthrough Rate) and conversion rates.
Identification of engines that will be used for online advertising campaign (Google, Yahoo, Bing)
Finding landing pages (Landing Pages parlance) site and landing pages for conversion.
The identification of a monitoring and reporting tool.
Unless the existence of previous data to confirm the opposite, usually all pay per click advertising campaigns on Google should be launched on the basis of exact match (sometimes referred to as Exact Match). Online advertising campaigns can be extended, however, by applying the criterion of phrase match, stretched or negative.
Phase 3-development of an advertising campaign on the web
The development aims to structure an advertising campaign to suit your needs in the short and long term, to the strategies and decisions taken in the first three phases. This phase includes creating ads or statements of creative content that contain tangible benefits. Once the creative content statements are concluded, the ads are customized for each channel or search engine in order to adapt them to fit the requirements of each engine.
To turn readers into visitors, advertising text must be attract the reader's attention. Whether it's an ad printed in a magazine, a banner on a web page or as ponsored link on a page of search engine results, the message should be able to draw the attention of anyone who reads it. Launch an advertising campaign in the right place at the right time can be easy but without the appropriate message might occur some problems. If you are not able to attract the attention of those who read the ad, you run the risk of losing potential customers!
In the case of an advertisement in pay per click (PPC), potential customers have performed a search and are looking for something specific. If making an ad can apply directly to customers, whether they click on your ad and visit your website will increase significantly.
What should be included in an advertisement?
Phase 3 will show the importance of creative writing and the ability to respond directly to your customers to increase the volume of traffic and conversions. Conversion rates are often influenced by landing page on which are routed visitors whenever they click on your ad. Site conversion is supported, finally, when the announcement is linked to the web page on the topic of this keyword in your ad.
For some keywords, the ad's link to the Homepage might prove to be the most effective strategy. These keywords are often generic words for that particular market or service. However, in most online advertising is more effective PPC ad link to the page that contains targeted information about keyword argument that guide the visitor to the action (e.g., the page contains the buy button).
In many situations it may be even necessary to develop new landing pages to help you increase site level conversion.
Conversion tracking is the most important element of any online advertising campaign.If you are not able to track conversions, you will not be able to assess the success of the ad campaign. Among the ways that allow you to make the conversion tracking include: the use of monitoring tools offered by the engines, the use of external monitoring tools, the development of personal tools or simply using an Excel worksheet.
At the end of the development phase, you should have done the following:
Development of creative content (title and Description) for each group of keywords
Using URL tracking and reporting tools
Development of new landing pages or editing existing pages
Implementation of monitoring and reporting tools
Step 4-implementation of online advertising
The implementation phase aims to launch and monitor advertising campaign on a search engine. The implementation phase begins by loading (manual or electronic) of the ads through web or software interfaces. Although it is necessary to consider the seasonal nature of the research, the ad requires approval from 1 to 3 working days. Some search engines also allow online ads insertion while others require editor ialapproval.
Most search engines use a pure supply system in which the highest advertising bid is placed in the highest position followed by the next one, and so on. However, many search engines (e.g. Google) use an algorithmic ranking based on several factors including the supply multiplied by the percentage of ad clicks. If possible, you should change the creative content (title and Description) and subsequent landing pages to maximize CTR of the ad. In this process, commonly referred to as A/B testing you can test different aspects of the ad to maximize the percentage of clicks for a specific creative content.
As is the case for organic optimization on search engines, should be analyzed log files to verify that the opportunity to find keywords that were not initially detected. These new keywords should be evaluated and taken into consideration for a possible implementation in your online advertising.
No comments:
Post a Comment