Search Engine Advertising Overview
How it works
We help you create ads and choose keywords, which are words or phrases specifically related to your products and services. When people search on Google using one of your keywords, your ad may appear next to the search results. Hence you are advertising to an audience that is already interested in you. People can simply click on your ad to be directed to your website and learn about your products and services.
Online advertising statistics and trends
Due to cost effectiveness and the quality of traffic generated, Search Engine Advertising is the fastest growing method of marketing websites. The Google Network reaches 80% of Internet users worldwide. Consumers love Google’s simplicity and results, this is why it draws 56% of web searches worldwide (April 2007, Business Week). With more data on what people are searching for, Google can serve up the most targeted and relevant advertisements alongside the results, drawing more clicks, more leads and more sales.
What is so great about search engine advertising?
Google Adwords offers you:
- A Vast and Highly-targeted Audience - The Google Network reaches 80% of Internet users worldwide.
- Greater Control - Edit your ads and adjust your budget until you obtain the results you want. Adwords gives you the flexibility to optimise your ads effectiveness by modifying various attributes such as your copy content, keywords and bidding costs.
- Measurable Value - Google search engine advertising is highly efficient and measurable. You can easily track the conversion rates of every single keywords and ad copies. Gaps can be identified and improvements can be made promptly.
- Budget Flexibility - Google search engine advertising is 100% accountable. There is no minimum spending requirement or time commitment; the amount that you pay for AdWords is completely up to you.
Search Engine Advertising Campaign Set Up Process Flow
Each website has different audiences to attract and marketing challenges to tackle. That’s why we start with your knowledge first. We’ll ask you specific questions regarding your target market and your business priorities to better understand your overall goals for the search engine advertising campaign.
We will manage the entire search engine advertising process for you including:
- Developing your search engine advertising strategy (goals, target market and budget established)
- Researching your keywords
- Setting up your campaigns, ad groups, multiple ad copies and cost per click budget
- Optimising the ROI of your search engine advertising campaigns via traffic and conversion tracking systems
Search Engine Advertising Service
At Enlighten we have a wealth of knowledge and experience in the search engine advertising field. We will take the time required to understand your business and your goals and then formulate a customised campaign to achieve the desired results.
Search Engine Advertising Campaign Setup
Enlighten will begin by setting up your campaign goals and developing your strategy. This will involve the following steps:
- Review existing online and off-line advertising activities to establish the budget
- Determine key campaign objectives and set target metrics (such as target cost-per-sale)
- Create a cost analysis to determine ROI scenarios from your search engine advertising campaign
Search Engine Advertising Campaign Monthly Management and Optimisation
A website without regular reporting analytics and maintenance is like a ship without a navigational system. At a casual glance the ship may look to be sailing along fine but it has no way to track its direction or performance. Why not let Enlighten give your website navigational tools to reach your destination faster! Enlighten are committed to your search engine advertising campaigns ongoing success.
The following search engine advertising management services will be provided every month:
- We send you weekly reports and personal login details so you can view the performance of the campaign as often as you wish
- We revise and regroup Keywords based on individual conversions achieved
- Research and select new keywords
- Evaluate and optimise Keywords based on performance metrics including conversion rate, click through rate and cost per click
- Maintain bid management to ensure you don’t pay more than you need to for Keywords
- Create new Ads wherever necessary
- Offer advice on updating/revising landing pages to optimise conversion rates
- Recommend additional strategies for long term search engine advertising campaign success
- Monthly Analytics performance report – evaluate traffic volume and performance trends and compare against previous activity benchmarks
