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Eight essentials for integrated paid search campaigns

April 02, 2008 | Internet Marketing

In uncertain financial times, marketers return to the basics - accountability, flexibility and cost efficiency. These, more than any other online marketing strategies, typify paid search marketing.

According to Oneupweb’s Lisa Wehr paid search has continued to grow and will be particularly active during the next downturn. Here’s why:

1. Measurable results : Unlike traditional media, paid search marketing can be closely and easily tracked. A click on a paid search ad is a digital event that can be recorded, analyzed and compared to benchmarks and goals. A robust conversion analytics tool helps marketers quantify their goals and see what’s working and where, while looking at trends and the competitive landscape. Advertisers can see at a glance what the return has been on their investment and what factors are affecting these figures.

2. New competitive opportunities: Paid search allows marketers to buy their way onto the first search engine results page for selected keywords with what potential customers might be searching. Research conducted on our company’s clients found a likely increase in site traffic per keyword of more than 500 percent after two months and an increased conversion rate of more than 190 percent. In other words, it levels the playing field with competitors whose sites have established better natural search positions on the search engines.

Get the full story at iMedia Connection

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