Search Engine Marketing

Search engines can significantly influence what your customers think about your web presence. Having your pages listed in search engine results pages will get you customer mind-share, but how much mind-share will depend on where your pages can be seen and how they are listed. Optimizing your qualified traffic and sales needs the right marketing via the search engines. There are two possibilities:

Search Engine Optimization (SEO)

This means getting your web-pages listed in the “natural” listings of results for a given keyword. Search engines analyze pages of different sites and list the ones that they consider to be of quality and relevance in the “natural” listings. Many visitors using the search engines to find information consider these results to be the most trustworthy and the most unbiased.

Paid or �sponsored� listings

Search engines also sell advertising space on the same pages that contain the natural listings. It’s a key source of revenue for the search engines. In these paid listings, often displayed above or at the side of the natural ones, it is possible to get to any position if you are prepared to pay enough. Visitors often understand that these paying listings are advertisements, so there may be a trade-off between position and credibility.

Arnima’s approach is to define with you the best way to use the two routes to market. By that, we mean using them in a way that maximizes the amount of qualified traffic to your site, while minimizing the budget that you spend.

PAY PER CLICK ADVERTISING

Pay per click, as its name indicates, sounds like an advertiser’s dream come true. By using pay per click, also known as “PPC”, ads shown on search engine pages and on other websites, you only pay when a visitor clicks on your advertisement. And your ad only appears in response to certain keywords that you have selected. The major search engines offer pay-per-click advertising and typically have comprehensive online interfaces for setting up and starting your campaigns.

Because a “click” can cost as little as $0.05 and there is little or no upfront investment, pay per click is extraordinarily accessible. Yet PPC has its own set of rules, which need to be understood to get the right results. When we discuss PPC campaigns with our customers, we point out the subtle interplay between a number of
different factors, such as:

Cost per click - On the face of it, the simple concept of how much it costs you when someone clicks on your ad. Yet cost per click can vary widely according to the keyword you have chosen and the way that your ad has been written.

Click through rate - The number of times people click on your ad, compared to the number of times it is displayed. A higher click through rate may be seen by a search engine as a sign of quality, in which case your cost per click goes down, as traffic to your site goes up.

Keyword matching - PPC systems are smart. You can choose to have your ad appear on exact matches of a keyword or also on similar matches. It’s a way of instantly broadening your appeal.

Ad wording - Small differences in wording can lead to sizable differences in click through rate and follow-on sales. As a consequence, you may also see your advertising costs decrease on a per click basis.

If you would like to know more about what Pay Per Click from different search engines could bring you, then call us on XXX YYYY or email us at ppc_results@arnima.com.

PPC MANAGEMENT

At Arnima, we manage PPC campaigns for a number of clients. Our knowledge and experience in this area allows us to set up, track and adjust your campaign for optimized results. Whether you are starting a test-campaign using a core set of exact keywords, or running advertising on large sets of “broad matches”, we apply the same diligence.

PPC campaign planning

By making sure that we hear firsthand from you about what you want to achieve, we can then define a plan to suit. We’ll identify keywords that are the best positioned for you in terms of customer interest and competitive offerings. We’ll write the PPC ads for maximum impact. We’ll set up your campaigns and manage your budget to pre-defined levels.

Advertising analytics

Because PPC is an Internet technology, a wealth of information is available for tracking ad performance. Besides the basic levels of click-through-rate for example, we can analyze your ads for their performance for different keywords. We can even follow your customers along each link in the route from PPC click to paid-for sale.

Campaign adjustment and optimization

Naturally, Arnima goes further - much further. We’ll actively test different PPC advertising for you, to systematically select and keep what works best for you. We’ll tune the words in your sponsored link, the keywords associated to each ad and the cost per click. We’ll streamline the selling process with you on your different web pages.

And we’ll do all of this for you with the following in mind: increasing the business results that you want, while decreasing the amount that you have to spend. So put the management of your PPC campaigns in Arnima’s hands for a worry-free, professional and effective solution.