Paid Search Marketing

Here you are optimising your presence in the paid results which are listed alongside the natural results for given searches. Paid search Marketing offers the dual advantages of immediacy (in stark contrast with the long haul seen in natural search) and the opportunity to achieve presence for highly competitive terms that may be untenable in natural search. In a pressured economy, paid search campaigns must deliver very clear returns on investment and the costs of such campaigns must be managed in considerable detail. Keyword identification and good on-site optimisation are thus of equal importance in paid search. Understanding the correct balance of terms for which you wish your listing to appear is ever more important and the data you will have previously assimilated in optimising your site will come into play here. Some degree of experimentation is needed and if budgets are under pressure it may also make sense to explore lower volume, lower cost paid advertising options. There are also a number of free or low cost tools that will allow you to manage and track your paid campaigns in considerable detail across multiple paid search providers. The effort you made in optimising and enriching the content of your site will also ensure that you don`t pay a premium cost per click as a result of a so-called “landing page quality score” employed by some of the major paid search engines and will, of course, maximise conversions from the traffic driven via the campaign. One final key point here is to note the ad copy used by any competitors appearing above you in the paid listings. Google and Yahoo Search Marketing, are known to use the click-through rate as a major factor in determining your position in the paid results, rather than solely the maximum price you have agreed to pay per click - so the most effective ads will win.