2BINTERACTIVE
Search Engine Marketing
Pay Per Click (PPC) Campaign
Paid Search describes a search that returns "paid" results based on an 'auction' or 'bid' model. You bid on specific keywords or phrases so that when a consumer searches for information by entering one of the keywords you have bid on, they see your ad. In general, ads are displayed on a page in order of bid amount from highest to lowest. Paid search results are often displayed as 'Sponsor Results' or 'Sponsored Links'. Paid Search is a pure pay-for-performance cost model. Only when a user clicks on the ad, are you charged a nominal fee for the referral (known as PPC - Pay Per Click).
Paid Search perfectly complements Organic Search in that it too leverages search’s massive usage and excellent potential efficiency, but offers more immediacy and flexibility through the ability to make changes in copy and ranking in real time. Though Paid Search is most commonly used for direct response advertising, it has also proven effective in brand enhancement thorough the efficient delivery of users to an branded site.
Read more about Pay Per Click Campaigns
Search Engine Optimisation (SEO)
Organic (A.K.A - Natural, Pure) Search describes a search that returns "editorial" results by indexing website pages based on defined attributes, including link popularity, content and keyword relevancy. These results are purported to be completely non-biased - meaning that the engine will not accept any amount of money to influence the rankings of any individual sites.
Search Engine Optimization (SEO) is the process of ensuring that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. It is more than just being accessible to a search engine, SEO is about ensuring that the site ranks high in the search results (based on proprietary algorithms), thus increasing the amount of visitors to a Web site.
Organic Search is essential and ought to be increasingly built into a website with each iterative improvement or rebuild of the site. It enables the site to attract highly relevant traffic without having to pay for it with an outbound media spend.
Read more about Organic Search and Search engine optimisation
Key Benefits
Search engine marketing offers considerable benefits to companies, including:
- Generating consideration in the mind of the consumer
- Effective targeting - paid search can target specific demographics/loyalists
- Hook interaction - SEM can lead users efficiently to company events and promotional activities
- Fulfilling demand - all market segments use search functions across the internet
- Contextually relevant messaging - users will receive branded URLs or messaging in the context of searches for related subjects
- Messaging flexibility - can adapt SEM messaging to satisfy individual programs or to reinforce existing offline campaign messaging
- Creating buzz and brand awareness among the target
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