Making Search Engine Marketing Work, Small Business

Author: John Reed

| Posted: 30-07-2007 | Comments: 0 | Views: 3 | Rating: (50)

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Search Engine Marketing is a very useful tool for getting a particular product noticed by a particular demographic. However, the amount of traffic one receives hinges on many different things and events.

Many advertisers have experienced lack luster results in their attempts to utilize search engine marketing because they failed to understand the complexity of running a successful search engine marketing campaign.

Moving forward under the guidelines of pick a keyword and watch the traffic roll in, has doomed many would-be search engine marketers. They choose their keyword list, place an ad on the keywords, and wait for the sells that never happen.

Thats the way it works right? Wrong! That would work well 10 years ago. But now, marketers must contend with a much more savvy customer that can use a search engine like an extension of their own bodies. If they arent satisfied with what they find in their initial search, they can quickly come up with a new search that can potentially put them on the trail of what they seek. This means that ads that appear on the side of the page are less likely to be read , as the user determines from the first couple of listings that there may be a better keyword to try. If they search the keywords correctly, the top five listings should be all they need. Ads on the side of the page, 5 pages deep in the rankings are, for lack of better terms, useless. Ads that are in the top of the advertising categories are usually too expensive to make a profit for smaller organizations, so they arent really an option. Add to this that most search engine marketing campaigns are approached with the wrong strategy for making the web surfer interested in their product offer and you have a perfect storm for search engine marketing ad inadequacy.

Todays search engine marketing campaigns, like many other marketing techniques, are usually deployed with the same tunnel vision game plan that proved limitedly valuable for smaller businesses a decade ago. Now, those antiquated strategies are showing their age. The old train of thought envisioned a strategy to catch the users attention when he or she is looking for a different product all together, then sell him or her your products. This thought process eventually gave birth to the pop up, slide in, pop over, the text ad, and many many more angles to implement the plan of interruption marketing. At the surface, this marketing technique seems flawless but as the lame ROI figures would indicate, one must come to grips with a sobering conclusion. Interruption advertising is not as effective as it once was.

The internet and the internet surfer has matured. Web surfers have somewhere they are trying to get to online. If you dont have the exact solution, they are very good and telling you to get out of the way by skimming over your website and clicking off of it. Search engine marketing campaigns are increasingly being thwarted by the fact that much of the advertising budget goes to paying the cost for website skimmers. Skimmers are those individuals that have a very short attention span when it comes to internet surfing. They click on an ad, and are successfully directed to the website being advertised, but only stay for a few seconds or less. That, my friend, is a skimmer. Unfortunately, the marketer still pays the fee for the click through but gets none of the benefit of having a potential customer read why the advertised product is so wonderful. That is an ROI buster.

The shear number of skimmers online today has grown and flashy website designs do not slow them down like they used to. Been there. Seen that. Search Engine Marketing now has to adapt to the changing marketing climate. The focus can no longer be all about getting the readers attention, it must instead focus on getting and keeping the web surfers attention.

An exciting advancement in search engine marketing is the introduction of error marketing through TypoBounty dot com. Through Error Marketing advertisers seek to better their sells pitch by eliminating any problems and errors that exist on their web properties. They offer a bounty or cash reward to anyone that can find a specified type of error on their web property. This draws massive amounts of traffic from potential customers that are seeking to earn money for finding errors. In the mean time, they read the entire website, giving the advertiser a greater opportunity to tell why their product should be purchased. Since it costs less than 10 dollars per month to advertise this way, and the advertiser can pick and choose the types and number of errors they will pay for per month, and the amount they will pay, and visitors read the entire sells pitch, powerful advertising campaigns can be embarked on for less than 20 dollars per month. Compare this to the 300 to 15,000 dollars per month advertising campaigns and other techniques that cost more and deliver much less and the benefit is clear.

The art is keep their attention and have the hang on your every word.literally.

Since searchers dig to the deepest depths of the TypoBounty dot com website looking for a chance to earn, ads are not overly affected by bid wars from larger more financially equipped marketers.

Get their attention. Keep their attention until every point about the product as been digested and stored in memory. That is how you get a customer to buy.

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Article Tags: Search Engine Marketing, Pay Per Click, Search Engine Internet Marketing

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About the Author:

The author, John Reed, has 15 years business marketing experience and has had the opportunity to use and review multiple marketing strategies and techniques. You can read more about avoiding the money traps of marketing online at www.typobounty.com

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