Keyword Marketing
What is Keyword Marketing?
Keyword marketing involves bidding on the keywords that are relevant to the business, and the creation of adverts related to those keywords which appear on the search engine results page when a user queries that term.
In addition to its own Search Network (which comprises Tiscali, Ask.com, Shopping.com, NTL, NexTag and Virgin.net), Google can also serve adverts on the pages of other websites which form part of its Content Network, and who are paid a fee for so doing (The Adsense Programme). Adverts can also displayed within Google's gmail programme.
In either event, the company would only be charged when the user clicks through to the site from the advert - hence the alternative name of Pay Per Click.
Although Pay Per Click is the normal model, in October 2005, Google introduced Site Targeting. Effectively equivalent to creating a link building campaign as part of an organic Search Engine Optimisation strategy, this allows the business to choose which sites within the Google Network it wants its adverts to appear on; pricing for this service is based on a more traditional cost per (thousand) impressions.
Advantages of Keyword Marketing
- Unlike organic Search Engine Optimisation the results are guaranteed and immediate. If the business is prepared to pay the price, we can ensure placement on the first page of the Search Engine results page, and the advert will appear within a few hours maximum.
- Businesses can control their daily budgets and hence their overall advertising spend, and if necessary allocate that spend to certain times of the year or even day.
- A business is fundamentally unrestricted in terms of the number of keywords, adverts and Ad Groups it wants to run.
- It is also possible to ascertain which keywords actually drive traffic for the business, before embarking upon the time consuming process of Search Engine Optimisation.
Contact us today for a discussion of your requirements.
