Click here for the graphical version | Change Colour Settings
Pay-per-click advertising cannot be overlooked as part of the marketing mix. It is extremely cost effective and it gets results. Though we developed PowerBase, our website content management platform, to be search engine friendly the fact remains that search engine optimisation (SEO) is a time consuming and costly business. Ultimately every company is jostling with 6 million or more of its global competitors for a top ten slot in the natural search results for any given set of keywords. Plainly very few will achieve their desire of a first page placement. Even then a top ten slot is usually, quite literally, here today and gone tomorrow. Though we have achieved excellent natural search engine placement results, for both ourselves* and our clients, pay-per-click is, in many cases, a faster and more reliable method of reaching your online audience.
It is true that many people think that pay-per-click advertising will reduce the relevance of search engine results by enabling organisations who can afford to pay more to rank highly in the results. However, search engines understand the problems that could arise if search results become irrelevant, and therefore, make relevance a priority. In any case, pay-per-click advertising is not simply about paying more for your choice of keywords. It is about setting an advertising budget and maximising it through targeting - by making intelligent and creative choices based on experience and analysis.
As with SEO, pay-per-click cannot be set-up once and forgotten about. It requires a targeted marketing campaign and an ongoing methodology to ensure that key goals are achieved. If it is done correctly it can provide an almost immediate return on investment.
When it comes to searches performed on the internet, Google has a commanding lead, with a market share in excess of 50%. Google’s main pay-per-click competitor is Yahoo. Once you look beyond these market leaders there is a huge drop off in usage, so this is where we concentrate our efforts to maximise our clients online advertising spend.
As an example, we recommended that Business Solutions from The Carphone Warehouse invest in pay-per-click advertising as part of their marketing plan, while their parallel investment in SEO took effect. The pay-per-click campaign enabled Carphone to have an instant profile within Google while we worked in the back ground to improve Carphone’s natural search results.
We researched the keywords that potential Carphone customers were using to search and set up targeted adverts for those specific keywords. Results within the first week of the campaign going live were impressive:
CPW Business – 1st
Vodafone Business – 3rd
O2 Business – 1st
Orange Business – 3rd
T-Mobile Business – 3rd
T-Mobile Business 1-plan – 4th
Best Mobile Phone Tariff – 7th
Best Business Deal – 1st
Mobile Phone Tariffs – 10th
Best Mobile Phone Tariff – 9th
Business Mobile Phone Deals – 21 (new addition)
Carphone Business – 5th (new addition)
Mobile Phones for Business – 16th (new addition)
Competitive business mobile deal – 27th (new addition)
Gencia has a wealth of experience in designing pay-per-click advertising campaigns. We can recommend the keywords that should be included and we will monitor the success of phrases against our clients goals. We will manage the campaign to ensure our clients pay-per-click advertising strategy remains in budget.
If you would like to discuss pay-per-click or search engine optimisation for your
business please contact Christina on: 0161 214 5214
* At the time of writing LiveWire Campaign, our DIY e-marketing software has a top 5 place in the Google natural search engine rankings for the keywords ‘free email marketing.’ This after only 9 months of SEO and against a search that returns over 121,000,000 results.
Articles
Powerbase
Content Management System (CMS)
Power of pay-per-click
Tony Braide, Managing Director
LiveWire Campaign
A revolution in e-marketing
Email Marketing
Tony Braide, Managing Director
© 2007 Gencia Media Ltd - Manchester Design Agency
108 Timber Wharf, Worsley Street, Manchester M15 4NX
Privacy Statement | Sitemap | Text Version
Find out more, call 0161 214 5214