The Search Engine Industry never remains stagnant, and therefore, your online marketing campaigns shouldn’t either. It’s time to clean things up a bit! That being said, when was the last time you gave your campaign a Spring Cleaning?
It is always good to test out new engines, ad copy, keywords, and/or landing pages, especially if you are not seeing the results you are looking for. Maybe you have added new products and/or services that have not yet been incorporated into your Marketing Program? Perhaps you have a new landing page that you would like to try out? What about new engines/channels? If it makes sense for your business model, why not try: Business.com, Amazon.com, Quigo.com and/or Verizon.com?
While the big names like Google, Yahoo, and MSN still take up the largest piece of the pie, these other channels can certainly be beneficial and deliver very targeted and relevant visitors to your site. Don’t limit yourself, and by extension, your website, by focusing solely on the top 3 engines.
Get out there and test the waters with some new channels, keywords, landing pages, ad copy, etc! A Spring Cleaning may be just the solution to give your campaign the boost needed! Happy Spring Cleaning!
The cost of Marketing a website is soaring as coveted keywords and positions in content networks are becoming more expensive. So what if the price is too high for your company? There are options for those who can’t afford a significant monthly budget.
For starters, there are a number of directory sites such as www.superpages.com who offer free listings for businesses under the paid section of their yellow page directories. Depending on the industry and location, these free listings could really be a benefit to companies with limited budgets. Other yellow pages sites offer flat rate annual fees to show up higher in search results. A cost of $500 per year may be well worth the return. Join your city’s Chamber of Commerce. Membership comes with a variety of benefits above the extra exposure and, depending on your location, costs a few hundred dollars per year or less. If you offer a local service, The Better Business Bureau can be a great place to find new leads. A paid membership to the BBB is about $500 per year and also includes a number of great benefits. Note that there are higher costs involved with clients who serve larger areas. Some other free advertising opportunities may work for your company also, depending on your industry and reach. Search for any free directory, local or national, create a social networking webpage and advertise for free on www.craigslist.com.
Though search engine marketing is largely about paid search, there are a few free and flat rate opportunities available for those who are looking to scale back on their monthly spending. Though they may be harder to find and more trouble to keep up, these free and low cost alternatives could help you to get the leads needed to move into the next level of Internet advertising.
It has been my experience that most organizations want nothing more than to see their ad displayed in Google, the “Big Fish” in the Sea of Search Engines, but is there more to Search Engine Marketing (SEM) than using such industry giants? Could your money be spent effectively in other engines as well?
Recently I have submitted clients into smaller search engines such as Quigo. While some are not as well known, I am sure you have heard of ESPN, USA Today, and Fox News. Using networks such as Quigo, your companies’ ads will appear within the context of these well-known and reputable sites. The advantage here is that you are targeting highly motivated and interested users in an environment in which they enjoy and trust. I am also able to pick the sites that best fit my clients’ target audiences or even define whether a specific ad should be displayed in a local market or at a national level.
Of course, it is always important to analyze these engines before making any decisions and determine your expected ROI, but I can say that my clients are now enjoying the advantages of utilizing an additional, cost-effective channel for increasing their exposure.