4 Types of Search Engine Marketing Segments
Search engine marketing has come a long way since the age of pop up ads on the internet. Today’s Search Engine Marketing in Huntsville Alabama and other places all over the country have become super targeted. This is to both the benefit of the customers and businesses, decreasing the chances of frustration and wasted spending from both parties. In fact, it has grown so vast over the last few years that there are now 4 different avenues of Search Engine Marketing. So, let’s look at what each of them is, and what sort of strategy can be applied to each type.
Search Engine Marketing: Pay Per Click
Its initial definition from the dictionary is, ” a business model where a company that has placed an advertisement on a website and pays a sum of money to the host website when a user clicks on the advertisement.” It is a business transaction that is between a search engine platform and the company renting out advertising space. There are ways where this type of segment can be useful. If a company pays $10 per click and gets a $300 sale, then it is a profitable model. Where it gets tricky is the intent behind the click. Not all clicks lead to a sale. Sometimes, people don’t realize it is an ad, or their finger slipped and they clicked away. This creates a problem of losing money in this system. If too many people click and don’t follow through with a sale, then your business will hemorrhage money fast.
This is why it is best to stick to large sales results, to cushion possible loss. If you are selling something cheap, this may not be the route for you.
Cost Per Impression
The second of the four search engine marketing segments is cost per impression. This model is structured like pay per click, but the difference is that companies pay for an ad being shown to its target audience, whether it is clicked on or not. The pricing of impressions can be lower the pay per click model, but since the number of impressions is higher, the cost will go exponentially higher just for the sake of exposure. This method is not ideal for all situations. The best scenario that can be accomplished with this model is for an already well-known company promoting a temporary good or service. A good example of this is Coca-Cola’s orange vanilla flavor campaign. They know that the more people who are aware of it are going to try it. So they don’t need the clicks to survive. An impression is enough.
This is the search engine marketing segment that can help your business determine where it stands. And can help give you the knowledge you need for a course of action. It includes an analysis of who visited your site, how many of them result in a sale, the average value of those sales as well as your total earnings. Some of them will even let you see what keywords they found you on so that you can focus on keywords related to that search term. Without knowing what it is that people are looking for, and the terminology they use, you are flying blind. This is why there must be due diligence from every single business on the web when they come up with a marketing plan. If this information is not combed over once in a while, a lot of opportunities may be lost.
Just like search analytics, web analytics tell you where you stand on your search engine marketing platform. Instead of an analysis of search engine terms and indexing, however, web analytics is an analysis of the functionality of your website. People want shopping on the web as a quick and easy process. We are in a time where instant gratification and hinderance management is a big part of the shopping process. So, when people are impeded by things like slow loading time, bad formatting, or buttons that don’t work, they are not likely to follow through with their purchase. That is why it is important that web analytics are up to date. If your site isn’t up to date, functional, and easy to understand you will lose prospective clients. That is why you need experts in coding and visual design to bring your message across correctly.
Search Engine Marketing Conclusions
This mix of search engine marketing segments is a hodgepodge. Some of them are outright mandatory, and others are optional, depending on budget and end goals. All that is for certain is that you need a search engine marketing plan if you expect for any online marketing campaign to be successful.