Search Engine Marketing
Search Engine Marketing describes the many ways in which you can promote your website in order to drive more traffic to your site and as a way of generating more potential sales. There are a number of ways that you can go about search engine marketing so to help you out I have described some of the main methods below:
Pay Per Click
This represents a great way in order to quickly drive highly qualified and targeted traffic to your website. The way pay per click works is advertisers pay their host only when their ad is clicked. With this choice of search engine marketing it is completely flexible and transparent. This is because you get to choose how much you want to pay for a click and how much budget you have each day.When it comes to the position of ads this works on a bidding system. Basically the highest bidder gets position one, second highest bidder position two, and so on. However Google will place better quality ads up higher, even for a cheaper price. It is these ads that will drive more traffic to your site as you will appear on the first/second pages for as long as you pay for.
Google Adwords Keyword Tool
This tool is provided by Google and best of all it is provided free! So how exactly does it work? It provides keyword suggestions based on 'descriptive words' or 'website content.' The main use of this tool is to assist Google Adwords advertisers. However you are free to use it to research SEO keywords. Not only does this tool allow you to gather keyword suggestions, it can also be used to see estimated traffic volumes for exact match phrases within any country as long as they have Google as a search engine.Google Adwords Traffic Estimator
This tool is again free from Google. The way that this tool works is that it provides Adwords advertisers with an estimated cost of running a PPC campaign while using specific keyword phrases. You should aim to use this tool in conjunction with the Google Adwords keyword tool. So basically you would extract keywords from the Google Adwords Keyword Tool, paste them into the Google Traffic Estimator, once you have done this you would then select the country you are optimising in and run the search. Once the search has completed you would be able to sort your chosen keywords out in descending order of how much it would cost you per day.The reason that this is such a good idea when it comes to search engine marketing is because it is the perfect way of identifying the keywords that have high traffic volumes but don’t adapt very well. This is because the phrases that don’t produce revenue for advertisers will be low in cost but they will also have a lower estimated cost per day as a result.
Quality score and Click through rates (CTR)
When it comes to PPC and links Google is unique and driven by returning the best and most relevant results for the user. For this reason Google have introduced what is known as 'quality score.' This is based on how many people click on your ad. So how does this affect your CTR? A well organised and tested SEO campaign should have a CTR of 3-4%. The average CTR however currently stands at 1%. Well with quality score, if your ad appears in 100 impressions and 2 people click on your ad you will have a CTR of 2%. When your CTR increases Google will then also increase your quality score. The higher your quality score, the less you pay per click. For example originally we were paying $3 per click for weight loss on one of our sites, however after we increased our CTR from 1% to 5%, this cost was reduced to $1.65 a month. I believe this demonstrates how vital it is to increase your CTR.Ways to increase CTR
CTR is a means of measuring the success of an advertising campaign. To help increase your CTR you should split your campaign into several campaigns. For example with a healthy eating website you could split the categories into weight loss and diet and then use appropriate keywords for each section as oppose to using keywords for the entire site.What you should aim to do is write five different ads for each of the campaigns, in the case of my example, five ads for weight loss and five ads for diet. Then with these ads you can select the highest performance ones to use in your search engine marketing campaign. With each of these ads you should aim to creative different enticing methods such as free trial, guaranteed and buy today as well as save 20% by doing this you can then see which advert people respond to the most. You can continue to tweak your ads everyday until your CTR starts to improve.
Banner PPC
Banner pay per click works in pretty much the same way as normal PPC but just instead of an advert appearing, a banner appears. These are great when it comes to not only promotion but also branding. People will be able to find out about your company and then go on to visit your website. With banner PPC you generally have two options, you can either pay per click or pay through cost per thousand impressions. There is an advantage to both of these, cost per thousand impressions is the best option for branding whereas pay per click is your best option when it comes to traffic.Email Marketing
The concept of email marketing is one that has been around for a long time and has been proven to work. So how does this form of search engine marketing work? Well let me explain, when someone visits your website for the first time there is a high chance that said person won't buy anything. However if you make your site a data capturing centre it will capture the email addresses of people who visit your website with there permission. So you can now start emailing them with helpful and informative information about your site, while promoting the electronics products and services that you website has to offer. 
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