Search Engine Marketing PrimerThe point of search engine marketing is deceptively simple: Get your message in front of prospects right when they're most receptive to it.
That straightforward premise is one of the things that makes search engine marketing so attractive to direct response advertisers who want to accurately measure success. Making sure that search engines direct prospects to your website, however, can be much more complicated.
This introduction to search engine marketing will get you quickly up to speed and ready to benefit from this powerful new form of advertising. Use it to gain an understanding of a few key terms and fundamental concepts. Equipped with that basic knowledge, you'll be able to take full advantage of the services provided by a search marketing expert like Cornerstone.
And, when you're ready, the Direct Marketing Campaign Planner will help you start that conversation.
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Learning the BasicsSearch engines help connect web users with the pages that interest them. And, as the number of web users continues to grow, so do the number of web pages. That means you have more and more people relying on search engines to direct them to the pages they seek. This reliance on search engines has led to the overwhelming success of search engine sites such as Google™, Yahoo!® and MSN®.
BudgetingEven though there are few barriers to using search engine marketing, budgeting can be a little tricky. Understanding how search engines bill for ad placement will help you get the most out of your budget. In addition to a fluid formula based on keywords and pay-per-click, there are other costs to consider.
Qualifying LeadsPutting your message in front of search engine users is a way of qualifying your leads. The search engine user has entered the keywords or phrases that relate to your product or service, so you know they're interested. To qualify those leads, you want to reach them with highly ranked organic or paid results, the right keywords, and well-crafted advertisements.
Converting ProspectsOnce you've qualified your leads by putting your message in front of prospects, you'll want to close the deal. Getting your prospects to click on your ad is not the last step. To convert click-throughs, you'll need an effective landing page as well as a plan for monitoring and managing your campaign. Relevant content that relates to your prospect's search is critical to conversion success.
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