Search Engine Marketing (SEM)
Now that the media is no longer focused on the dotcom world, it is missing the fact that companies worldwide are reporting a steady growth in revenue derived from their websites. A key element driving web-based sales is that people are finding they can rely on search engines to find the products and services they need.
A few years ago the search engines were in disarray. Advertising was plummeting and search technology had not kept up with the Internet’s rapid growth. Remember when nothing on the first page of a search came close to what you were looking for?
Two innovations saved the search engines – Google’s focus on fast searches and relevant results and Overture’s radical ‘pay for traffic’ alternative to banner advertising.
It is the latter concept that has opened the door to increasing sales by means of search engine marketing.
Opportunity typically comes with a price and, in this case, to be successful requires a willingness to constantly monitor and fine-tune one’s search engine marketing program. Why? Pay for traffic ads are sold by a bidding method that allows competitors to push up the price of the top listings, which can knock one out of the results visibility box. As a result of the need to pay close attention to one’s campaign, some companies are turning to agencies that specialize in search engine marketing.
Empire Information Services (EIS) is a 17-year-old business that started offering online marketing services at the request of web design customers who were not satisfied with the results they were obtaining from free listing placements. They complained of not showing up high enough in searches of critical search terms.
How does EIS help companies gain visibility, traffic, and customers by building search engine marketing programs?
EIS first evaluates a client’s website and traffic data to define a starting point. These reviews often point out deficiencies – such as lack of supporting content or site navigation problems – that need to be remedied before a marketing program is launched.
After making sure the target website is operating on all cylinders, EIS evaluates the opportunities for reaching the client’s target audiences, using programs offered by Google and/or Overture.
There are other search engines that offer similar opportunities but rarely with enough “readership” to make the effort worthwhile. Overture also operates in France, Germany, Korea, Japan and the United Kingdom as well as the US.
There are many advantages to pay-for-traffic advertising:
- You only pay when someone clicks on your ad
- You control the amount you spend per month or even per day
- Ad programs can be refined frequently – weekly if necessary
- By only bidding on the terms that apply to your company’s services/products, you are virtually guaranteed those who click through to your website want what you have to offer.
The bottom line can be a greater return than any other use of your advertising dollars.
Are there any drawbacks? While a search engine program can bring people who want your products or services to your website, you still have to make and then service the sale. Your site has to provide the supporting information to win over the buyer as well as sufficient interactivity to engage the potential customer in the sales process.
Finally, you have to be prepared to handle the inquiries and orders in a timely fashion. Companies like Amazon.com and Dell have pushed the envelope for online shoppers who have come to expect fast responses and customized service. However, if you’re ready to deliver, there’s no reason not to explore this marketing opportunity today.
