Despite their being many benefits to search engine marketing is important to remember that it is not risk free. In fact, get it wrong and you stand to lose a lot of money in a short amount of time. Like every other form of business marketing Search engine marketing (SEM) requires careful planning, skilled execution and constant vigilance. Make sure you are not committing these 5 simple search engine marketing mistakes.
1. You Are Not Clear about Your Objectives!
Search engine marketing is a form of advertising, but it is very different from all other advertising that you may have done in the past. Crucially it is not just about creating brands it is about generating targeted leads.
So begin with a clear understanding of how SEM will fit into your overall marketing mix and how many leads you want it to generate for you. But remember be realistic saying you want one hundred leads from ten pounds of advertising is unrealistic. Work out your average cost per lead and use this as your starting point. You can them come back and refine this figure, but it is always good to have a starting point.
2.You don’t have a suitable landing environment!
There is little point sending visitors to your website if those visitors don’t like what they find there. If you are advertising for conveyancing in Manchester, sending the visitor to a PPI claims web site is misleading and will result in the visitor clicking straight out because the web page is not relevant.
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If you are looking to increase conversion rate, and with pay per click advertising that is what you should be doing, you should think about building a specific landing page for each campaign, or service that you are advertising. People searching for Conveyancing see a page dedicated to conveyancing. People searching for accident claims seeing a page specifically for accident claims. Sending people directly to the home page of your website, unless this is well optimised for conversions can also reduce your conversion rate.
3. You are not getting your words right.
Bid on the right words and phrases and the right people will visit your site. It sounds really simple but the success of your search engine marketing campaign hinges on you getting it exactly right. You need to know exactly who you want to attract to your site, what words they will use to find your site and how to advertise on these specific words or phrases at the right price.
Are your target customers searching for a conveyancing solicitor in Manchester or house sale solicitors? There is a big difference, both mean the same thing but have different amounts of people searching, have a different cost and will convert at differing levels.
Always try to think what people are searching for if you don’t know ask your existing client base what they would search for if they were looking for your business or services in a search engine.
4. Your Ads are not Click worthy
Why oh why would your targeted customer want to click on your advert? What is in it for them? Yes it might be relevant to what they are searching for but what about the other 9 adverts on the page, all the organic listings, the map and Google plus local listings? What makes your advert stand out above all the others?
The whole point of pay per click marketing is to get people to click. If you are not receiving clicks then people will not be seeing your landing page and not be introduced to your products or services. Make you adverts enticing, engaging, and accurate and give a clear call to action.
5. You are not Tracking your results.
And when I say tracking I mean testing, tracking and then enhancing. With SEM you get almost real time information surrounding your campaign. That means you have the opportunity to make changes depending on the reception your adverts are receiving.
Forget traditional marketing where you but an advert for a set amount of time then see the results. The results are there for you to see and adapt so harness that astonishing capability to improve clicks, conversions and results.
If you have accidentally included a keyword that is a brand name or has another meaning which you knew nothing about and it is suddenly receiving hundreds of non relevant clicks then you can omit that keyword from your campaign before it does any lasting damage.
Search engine marketing is an incredibly powerful way to attract targeted visitors to your online presence and managed the right way can provide a large portion of your qualified visitors, leads and sales , so do your homework and make sure that you get the best possible return on investment.