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If You Failed With Google Something Is Wrong!
By Bob Cefail
Over the next few days I will focus on some key factors behind the success or failure of different search engine marketing campaigns. One should always succeed with search engine marketing if one has a decent offer priced correctly. When a campaign doesn’t work it is typically because of the sponsored link ad content; mistakes regarding the keyword selection; the actual set-up of the campaign; the ineffectiveness of the web site visitors are going to, or the mishandling of the leads or prospects generated by the site. Why do I say this in such an unequivocal manner? Because search engine advertising programs typically only bill you for prospects who actually visited your site. These programs aren’t charging a flat rate using a marketing plan that “hopes” to get you prospects (direct mail, TV advertisers, newspaper ads, etc.). Search engine advertising is based on delivering actual prospects and their pricing and payment plans reflect that.
Now whose fault is it if someone “brings” you an interested prospect who wants your service and yet you don’t get the sale? Certainly not the search engine company. The beauty of search engine marketing is that even if you screw up the ad design, and the campaign set-up, you won’t get charged for the advertising if you don’t get any visitors. Now if your web site is not (let’s say this politely) very effective you can waste money on the initial visitors you pay for but you can stop the campaign immediately and rectify the problem with the site. That is what is so compelling about search engine marketing. Imagine if you spent $10,000 on a direct mail campaign and the brochure wasn’t effective? Nothing you can do about it. Printing is done, mailing was sent, and no way to recall the promotion. With search engine marketing if the campaign is not converting you can stop the campaign, make adjustments, and then start it up again. Tomorrow’s article will be all about ad design and what works and what doesn’t. Stay tuned.
Bob Cefail
Publisher
Marketing World News
About the Author
Bob Cefail is one of the founders of InTouch Medai Group (www.intouchmediagroup.com), considere to be one of the foremost paid search companies in the US. Mr. Cefail is also the publisher of Marketing World News (www.marketingworldnews.com).
Article Source: http://www.simplysearch4it.com/article/3291.html
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