Mandira Banerjea, Staff Writer
On-line marketing campaigns attract relevant visitors to the website on a pay-per-click basis through search engines. This medium of Internet advertising is a great way for a website to receive quality visitors, especially in the case of newly launched websites. Managing campaign marketing on-line properly however is equally important as a client pays only for those visitors who are relevant for their business to ensure that the campaign remain cost-effective.
For improving Internet marketing, regular summary reports highlighting major issues are provided by the on-line marketing campaigns manager. They select the optimum method for each client and improvise the packages in accordance with the evolving market dynamics. Their approach towards marketingcampaignsis quite flexible. For few clients, they set up account and manage the entire process while for some clients; they just handle the keyword selection, bid prices, Ad copy and tracking analysis. The pay-per-click search engine services include central keyword selection, loading or editing the campaign data, monitoring the results and proactively making alterations to optimize the campaign settings.
It is recommended by SEO experts to set up Google Analytics that help in determining which search terms or keywords are driving conversions to the clients’ site. In this way, the client prioritizes the SEO of such keywords and enhances their profit. Using social media also highlights the client’s website and helps the site to attain higher ranking. This is possible by setting up a “brand” user name and profile on various websites. Then the client has to subscribe to an RSS feed that keeps them updated with links to the web content.
Choosing the best set of keywords is the most vital aspect of such on-line marketing campaigns strategy. Considerable time and planning are required during a campaign setup so that search engines can research the best keywords for optimum web traffic. However, it is not merely during the set up phase that keyword research is important as with evolving market and associated seasonal fluctuations on-line marketing campaigns also conducts continuous keyword research.
It is a good idea to select more specific keywords than general ones as they attract a relevant set of visitors to the website and is also likely to be cheaper. The best criteria for managing any Ad campaign depends upon the market the client is interested in and the potential web visitors they would like to target.
On-line marketing campaigns advertisement is certainly speedier to set up than the traditional forms of advertisement. It responds alertly when the market dynamics change or there is an alteration in company policy and campaign budget. Google AdWords is one of the speedier ways of implementing such campaigns and can start running within 10 minutes. It is this immediate and fast response, which makes them effective pay-per-click advertising medium.
Campaign management services involve keyword research on products, industry, market and the particular niche that the advertiser is interested in targeting. Based on these indices a list of all potential keywords that is highly beneficial is developed. Selecting the “money” keywords and keyword phrases helps in targeting visitors interested in buying products or services and are not merely looking for information. This also includes building a “negative list” to eliminate certain keywords, which have a potentially low return on investment.
The major search engines such as Google and Yahoo provide tracking system, which allows the on-line marketing campaigns manager to monitor the effectiveness of the revenue spent on advertising. Other tracking software enables a better analysis of data and web visitors who have arrived naturally via e-Mail news letters.