Measuring paid and organic search marketing In many cases, new visitors to your website will have searched for a particular product or service and found your site in their listings. The most popular search engines include Google, Yahoo! and Bing. Search marketing combines natural or organic search with paid or pay-per-click advertising. Organic search marketing In organic search, the user types a keyword or words into a search engine and… Read More »Measuring paid and organic search marketing

How to write effective copy for PPC ads Writing good ad copy is critical to the success of your pay-per-click (PPC) campaign. You need to attract targeted leads and you have limited space to do this. Your copy needs to be compelling and you must attract buyers who want your product or service. It important that your ad copy aligns with your keywords and landing page. Following this approach will… Read More »How to write effective copy for PPC ads

How pay-per-click search advertising works With search engine pay-per-click (PPC), you want people searching for your product or service to find you, click through to your website and buy. With PPC, you can: choose one or more PPC providers according to your business model target particular demographics according to your marketing strategy define keywords that best describe your product or service bid an amount per click on each keyword that… Read More »How pay-per-click search advertising works

What is display advertising? Display ads are online advertisements that appear on websites other than your own. They can take the form of a banner, an image or even a video or interactive media. Using cookies, these ads can be tailored for an individual user based on their demographics, interests and behaviour. This allows advertisers to reach targeted audiences. Like search ads, display ads can be charged by cost-per-click (CPC).… Read More »What is display advertising?

Measuring social media campaigns Social media marketing can be measured using your web analytics, tools provided by the platform and third party tools. Measuring and monitoring your activity helps you improve future campaigns and get a return on investment. Types of social media Types of social media include: social networking platforms – such as Facebook, LinkedIn and Twitter photo and video sharing platforms – such as YouTube, Instagram and Flickr… Read More »Measuring social media campaigns

Pay-per-click search advertising: seven top tips Pay-per-click search (PPC) is a form of online advertising. It allows you to display an ad on a search engine results page. PPC can be a cost-effective way of reaching your online audience. Bidding for the right keywords, which are search words that customers are likely to use when looking for your product or service, can help to drive customers to your website. Using… Read More »Pay-per-click search advertising: seven top tips

Pay-per-click and paid search advertising Introduction Pay-per-click (PPC) advertising means that you pay a fee every time your online ad is clicked. Paid search marketing is a type of PPC advertising that lets you target potential customers actively searching the internet for the products or services you offer. Because you only pay when users actually click on an ad to visit your website, PPC is cost effective. When users search… Read More »Pay-per-click and paid search advertising

Optimising PPC campaigns Once you have set up your pay-per-click (PPC) campaign, it’s important to benchmark and continually measure campaign performance. By assessing and adapting your tactics you can ensure that your campaign is optimised – maximising your return on investment. Some factors to consider include: Re-analyse your keywords – check the keywords used are delivering the right kind of traffic and adjust your bids if necessary. Check the ‘search… Read More »Optimising PPC campaigns

Measuring your online marketing Introduction There is a wide range of online marketing tactics that you can use for your business, such as websites, emails, pay-per-click advertising, social media, mobile advertising and affiliate marketing. In order to get the best from your online marketing, you must understand how your customers interact with you, and how they use digital media. The best results will be achieved through an integrated approach to… Read More »Measuring your online marketing

Measuring your email marketing campaigns Sending an email to a list of opt-in contacts or to a bought-in list may be a quick way to market your product or service, but it may not be the most effective. As with all direct marketing, it is important that you: have clearly defined objectives make sure you get the message right target the correct people get the required response The best way… Read More »Measuring your email marketing campaigns