Balanced SEM Campaign is Key to Success : Internet Search Engine News
Balanced SEM Campaign is Key to Success : Internet Search Engine News: "Some marketers will optimize their website for Google and forget the rest. Then we have those whose idea of an SEM campaign is paying their way to the top. Sure, Google is important; and yes, paid search is popular. But when it comes to planning a successful SEM campaign, I'd advise you to cast a wide net you must go deep and wide because you w d on't want to miss the opportunity to of reach ing the to generate the largest number of leads and conversions...On the SEO side, you need to focus on gaining high rankings in the Google, Yahoo! and MSN SERPs. It wouldn't hurt to include Ask Jeeves as well. We've already pointed out that if you optimize for Google alone, you're missing access to at least 50 percent of your potential leads and sales audience .
When it comes to paid search campaigns, the obvious choice is Google and Yahoo!. But there are other PPC programs that can be viable, depending on your industry, site objectives and the nature of the products and/or services you offer.
The top search engines feed paid listings to a number of other search engines, giving you exposure on multiple search sites. For instance, Google feeds paid results to AOL, AskJeeves, HotBot, iWon, Lycos, Netscape and Teoma. Yahoo! feeds paid results to AlltheWeb, AltaVista and MSN (for more information, see the Bruce Clay, Inc. , Search Engine Relationship Chart pdf. ).
As a savvy marketer, it's wise to focus on both organic and paid listings for repeated exposure and . The frequency alone is reinforcing and contributes to credibility. With both natural and sponsored listings, credibility and brand awareness reinforcement will build s trust with users who skip around to multiple engines while searching for your strategic key word phrases. O rganically o ptimizing beyond the top three engines can further extend your exposure, elevate your brand and gain more effective effectual conversions. Balance is the key to your successful SEM campaign"
posted by Jen @ 4:55 AM
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