How We Get Your Search Engine Marketing
 to Succeed
We follow a 6-step approach to getting paid search to work at ROI's of
generally 500% or better.
-
Win
the Big Keyword Battles
In every situation, there are invariably just a few keywords that
produce 80-90% of the search volume. These are the words you
need to win, especially if you are looking to generate any significant
volume of sales. Long lists of hundreds of keywords do not
excite us. The "long tail" theory is not usually
relevant -- unless you are selling a high-ticket item or service. We
focus our attention on the keywords that matter most a first step.
Part two of this step is to get in the top 2 or 3
position. The latest research shows that hardly anyone looks at
the right- hand column. Yet that is where you'll find the vast
majority of Paid Search Ads. It is essential to get the top
placements above the main body of search returns on the left
side. Our motto is: "You are either on Page One, or
Page None".
-
Find the Best Ad Copy
The text ad itself is immensely important. There's no magic to
this step -- it involves continuous testing to find the right
combination of words and overall message to get the kind of Click
Through Rate that generates a maximum ROI.
-
Segment, Segment, Segment
By location, day, time, context. So called "mass
marketing" is DOA when it comes to direct response
advertising. We test every possible segment to find the slots
that work best for your business.
-
Landing Page Integration
The landing page needs to be absolutely in synch with Keyword and
the Ad Copy. It's amazing how many campaigns all resolve to one
Landing Page. After all the work to refine the Keywords and Ad Copy,
this is no time to get lazy. We typically have dozens of Landing
Pages in play. And again, we test them relentlessly to improve
the conversion rates.
-
 Measure Everything
We will not take on a client that does not allow us to measure
every aspect of site behavior and the order flow. What can be measured
can be improved. We aggregate all the data, synthesize it, and run
queries that allow us to identify behavior patterns that can lead to
vastly improved marketing.
-
Test Relentlessly
Search Engine Marketing is a never-ending war. As soon as
you find formulas that work, your competition will outspend you to
grab the business back. The only way to stay on top is through a
process of "continuous improvement" and
testing.
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Guru