Off Page SEO

Paid Search Or Organic Search

Most successful online marketing campaigns utilize both paid and natural/organic search. Paid search requires bidding and advertising for an array of keywords and keyword phrases (minimal: hundreds). Tracking results on a keyword by keyword basis required. Natural/organic search can focus on a subset of highly targeted, well trafficked keywords and keyword phrases. However, the more information your site offers the better.

Beginning a search engine marketing campaign with paid search provides definitive keyword and keyword phrase data. This data can be used for natural/organic campaigns. Paid search begins as soon as money is available. It also ends as soon as payment stops. Paid search requires less patience, but requires a continual budget.

Beginning with natural/organic search also provides useful keyword data. Traffic entering through these avenues can help target your paid search campaign. Natural/organic ranking often requires patience as search engines do not automatically update or crawl pages and rising in the SERPs can take weeks, even months.

Ultimately which method you begin with will depend upon the marketing plan drawn up between you and your search engine marketer (SEM).

Broad Match Or Narrow Match

Actually this is a trick question. Google labels it’s matching terms differently than Yahoo! Yahoo! defines it’s terms differently than MSN. Depending on the paid search engine you wish to use and your subject the choices may be different.

You want to avoid the broadest matches. Note: Advanced Match in Yahoo! is more broad than Standard. While Content Match is the broadest option. Broad is the broadest in Google, while Exact is the most targeted.
The broad match usually drives more traffic. However, broad match drives less targeted traffic to your site, potentially costing you thousands. Exact match requires a larger data base of keyword phrases to reach targeted traffic, however generally cost per conversion proves less expensive.

Most good SEM’s suggest using narrower search methods from a large, researched database of keywords and keyword phrases. This maximizes return by offering extreme optimization of bids, text ads, and keywords. If a SEM or agency recommends beginning with or solely utilizing broad match or worse, content match, it may mean it is unable or unwilling to put forth the effort necessary to optimize your campaign.

Paid Searches - Which To Use?

At the very least you should be running campaigns on Google AdWords and Yahoo! Search Marketing. MSN’s new AdCentre should be considered as well, it is quickly gaining on the competition.

Many second tiered paid search engines can be bypasses or put off until a secondary phase of a paid search campaign. The major search engines provide the biggest draw in targeted traffic and therefore should remain the main focus of the PPC campaign.

Test And Measure - How Do You Pinpoint Results?

Paid search advertising requires specific goals. Whether generating leads, converting to sales or increasing newsletters subscribers a connection must be drawn back to specific keywords and advertisements.
A number of tools on the market are available for web analytics.

These tools can track specific URLs to keywords and phrases, allowing conversation tracking. You SEM should be proficient in many web analytic tools and can work with you to find the right tools for your web site.

Bad Limits - What Are They And How How Are They Calculated?

Bid limits are the maximum amount paid per specific keyword. Limits can be set or managed manually or automatically to fluctuate. While bid limits are often not the price paid per click it is important to set upper boundaries for keywords.

Generally you should take into consideration the competitiveness of the keyword, the industry, specials and promotions, and rank. An additional formula to consider:

• Transaction Value x Conversion Rate x Advertising Percentage.
• Transaction Value: Value per conversion or lead.
• Conversation Rate: Percentage of web site visitors submitting transactions.
• 200 visitors on one keyword with 10 submitting leads equals 5% conversion rate.
• Advertising Percentage: Value of transaction toward discretionary advertising spend.

Bid limits should be calculated on a keyword phrase by keyword phrase basis as conversion rates or transaction values can vary greatly from one to the next.

Monthly Advertising Spend - How Much?

Budgets are as individual as the companies that provide them. Many search engine marketing agencies and individuals have never managed large budget campaigns.

If your budget is large or you expect it to become so, look for a search engine agent who has managed large monthly accounts.

What About International Campaigns?

If your products or services are available internationally it may be of interest to examine international paid search markets. SEO Studio Ltd is expanding its paid search options to English speaking international markets.

Communication Between Agents And Clients

It is important to work with a search engine marketing agent who you can discuss goals, budgets, and business plans with throughout the project. Secretive or hard-to-contact agents can be frustrating at best. While daily consultations are rarely necessary it should not be impossible to get questions answered or discuss a change in course, time, or budget with your paid search expert.