Last week AccuraCast presented a seminar at Ad:Tech London 2006 on maximising future profits with search engine marketing. This article discusses the main points highlighted in the informative seminar.
Maximising Market Reach
It is now easier and more important than ever to ensure that marketing campaigns reach as far and wide an audience as possible. Concentrating solely on the easy wins often results in fewer visitors, fewer sales or leads and higher cost per acquisition. Companies should use every way possible to reach their customers, including:
- Multiple languages for optimisation and advertising
- Various media formats – text, static banner, flash, audio, video
- Support all platforms including mobile and screen readers
Lower Cost Pay Per Click Advertising
PPC costs can be reduced by creating well written, perfectly organised, relevant and targeted campaigns. PPC cost reduction can be achieved by improving click through rates and conversion rates. Lower CPC directly impacts campaign costs by providing more visitors for the same budget, which implies more sales or conversions. Higher conversion rates lower the cost per acquisition. Both of these factors can be positively influenced by:
- Translating ad text and landing pages into the local language
- Split testing ad text copy to find the most effective
- Gradually reducing bid values as click through rate improves
- Maintaining relevance in keywords, ad text and landing pages
- Content network advertising
Comprehensive Search Engine Optimisation
Reducing PPC costs in the long run is best done by optimising websites for higher organic search ranking. However, mere link building and keyword adjustment is not enough.Comprehensive SEO is required to truly maximise the effect and reduce the net costs of search marketing.
This means that beyond content optimisation and link development, companies must also improve website accessibility, usability and reliability.
Using Web 2.0 Technologies
The Web 2.0 technologies referred to here are RSS and mobile, even though the latter isn’t strictly considered to be anything to do with Web 2.0. Mobile search marketing might be relatively new, but it is growing fast and early movers gain a distinct advantage in price as well as position. RSS marketing, on the other hand, has been around a bit longer and is successfully used in the following ways:
- Syndicate fresh content from other sites
- Provide content to other sites and hence gain back links and visitors
- Reach existing customers and leads via live bookmarks and personalised feeds
Further information about the topics covered here can be found by clicking on the links throughout the article or by contacting AccuraCast. The PowerPoint presentation, linked at the top of this page also provides a good visual walk-through for the subject discussed with the aid of two case studies.