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    • Hi Neil,

      Just a quick thank you for the web site. I just got a phone order from it! She was ringing from Sydney!!

      Thanks heaps, that’s an order I would have missed out on if it wasn’t for you

      —Emma Cunningham

Search Engine Marketing

What is Search Engine Marketing (SEM)?

search engine marketingSearch Engine Marketing seeks to increase the visibility of a company’s website in search engine listings in order to attract more targeted volumes of site visitors. Essentially, it’s just a fancy term for promoting your business on internet search engines like Google™, Yahoo!™ etc.

The majority of internet users will go to a search engine to look for a product or service. In English speaking nations, by far the most popular are Google and Yahoo!

There is no greater peace of mind in the online environment than knowing that your existing and potential customers can find your website more easily than that of your competitors at the times when they are researching and making purchasing decisions.

While Search Engine Marketing should not replace Search Engine Optimisation on your website, SEO does take time and it’s really hard to reach all potential customers by SEO alone.

That is where Search Engine Marketing comes in. Paid Search Marketing programs allow you to maximise your exposure by displaying an advertisement for your business when users type in a search term relevant to your product or service. These are usually referred to as “sponsored links”, or “sponsored sites”, and these ads appear at the top and / or right of search results pages.

Pay-per-click (PPC) involves paying for your website to have a prominent position on the relevant search results page of a specific search engine.

The advantage of this system is that you only pay when someone clicks on your advertisement, no matter how many times it is displayed – hence the term “Pay Per Click” (PPC) advertising.

The ability to set up a daily budget, only display your ad on certain days, or times, and only target searchers in a particular geographic area makes Pay Per Click advertising an ideal way to control costs and refine your target market.

But the popularity of  PPC advertising has meant that it is very competitive. Advertisers must bid to have their ad appear. The price an advertiser pays is a function of the quality and relevance of the ad text, and the page the searcher ultimately lands on. So he, who bids the most, is not necessarily the ad that appears on top.

A poorly designed PPC campaign will mean that you are paying for clicks that are not relevant to your search, or paying too much each click. NOT ALL PPC CAMPAIGNS ARE EQUAL.

You need to entrust your hard earned money to someone who is; responsible in spending your money, qualified to run your campaign, and ultimately accountable to you via regular feedback on your campaign’s performance.

While access to the tools to manage such campaigns are readily available to any website owner, the time and skill involved in establishing and maintaining such campaigns is considerable. Isn’t your time better spent doing what you do best?