In the world of search engine marketing, the phrase “one size does not fit all” definitely applies. Some companies tend to try to mimic other companies, when everyone’s search engine cpc marketing strategy ought to be tailored for their particular business. Let’s start with keywords.
When compiling keywords every company shouldn’t use the same type of keywords. Some companies can use one word keywords and set them on “broad match” because their product(s) and or service(s) are so niche. For example: When is the last time you looked up the word “biosimulation;” probably never. On the flip side a child adoption agency would want to use a keyword phrase such as “Chinese child adoption” instead of the word “adoption.” They would use a specific keyword phrase, otherwise people looking to adopt a street, a dog, or even a tree may click on their paid ad causing unwanted, non-converting clicks to their business. Next is cpc bid strategy..
Cpc bid strategy also known as cost per click won’t be the same for every company. Companies need to realize that the online competition in every industry is different. In the marketing industry the keyword phrase “internet marketing” would cost between a $6 and $7 cpc for positions 1-3 in some search engines. Whereas a keyword phrase, such as “apartment sofa” would be estimated to cost a $1 cpc for positions 1-3.
Remember just like “one size does not fit all” one keyword type or one cpc model doesn’t fit all businesses either.
It seems every time you go to the grocery store, food costs have increased yet again. Well, the same holds true for costs associated with search engine marketing.
Given the current state of our economy, I have been keeping a close eye on the monthly Cost per Click (CPC) statistics, as reported by Search Engine Watch. To no surprise, some industries show more than a 10% increase in click costs (retail, insurance, and mortgage).
With this in mind, while many campaigns are built with all the time and thought in the world, business owners often do not stay on top of the changes in their competitive environment, over time resulting in a non-optimized campaign.
It is important to check your CPC bids and keywords at least once a month to ensure they are still translating into the most effective positions for your target cost per conversion, lead, or sale. In addition, the engines place a significant importance on the bids, daily budgets, and keyword relevancy within a campaign. This will fluctuate not only when changes are made to a specific website, but when changes occur in the general landscape of search. There are some tools to help automate this keyword bidding process, but should not be used in lieu of detailed, personal attention to a search engine marketing campaign.
Keep up to date with changes, stay competitive with your bids, and don’t let your campaigns go stale!
In today’s era of internet savviness, it is almost unheard of to operate a business without having a website. Consumers are apt to feel as though your company is more credible when you have a professional looking website to reference and/or direct them to. That being said, having a website is only half the battle. There are a few mission critical items to consider if your intention is to maintain a long-term presence online:
Search Engine Marketing (SEM). You now need to market your site and make it visible in the search engines. A Cost Per Click (CPC) campaign will help to promote your site in the various engines such as: Google, Yahoo, MSN, ASK, etc.
Search Engine Optimization (SEO). In conjunction with SEM, simultaneously incorporating SEO into the mix will help to supplement the cost of your paid efforts. Remember, all organic results equate to FREE traffic and who doesn’t want FREE traffic?
Return on Investment (ROI). Now that your site is visible and searchers are finding you through your SEM/SEO efforts, you need to determine how they are finding you and which specific keywords and search engines are giving you the best ROI. This is where a critical piece of the puzzle comes in place = Analytics. There are a number of analytic tools available today to measure online marketing performance. These tools will afford you the ability to make very educated decisions with your initiatives. Most tools will offer the functionality to ensure you are spending your advertising dollars wisely. Just a few variables an analytics tool can provide you with: bounce rate, conversion rate, shopping cart abandonment rate, percentage of new visitors versus returning, etc. Paying for clicks that do not convert into sales (or generate valuable leads) is a huge waste of money; especially given the state of the economy today.
Feel free to check out our Analytics Blog, which provides helpful tips and techniques to better understand web analytics: https://www.morevisibility.com/analyticsblog/index.php
A professional looking website + SEM +SEO + Analytics = $$$$$.