Search Engine Marketing

Search Engine Marketing

Search engine marketing has been one of the most highly visible forms of marketing online. With millions of businesses employing search engines to gather information daily, search engine placement for key terms has been a major business generator for companies who properly place themselves in the search engines under the right terms relevant to their market offering. An obstacle to being ranked at or near the top, however, is that thousands can be competing for the same position. And with the search engines changing their algorithms often, achieving placement on the first page for the terms relevant is extremely difficult without a solid working knowledge of and experience in the search engine marketing field. Consequently, one should not solely rely on ranking.

Pay-Per-Performance

Another marketing technique on the rise is pay-per-performance advertising. This is a method for which you pay per click, impression, or visit a site that refers to your site. The application works best if the placements chosen are locations that directly connect with the target market you desire to reach. Advertisement rates are based on an auction format in that the highest bidder obtains the top placement. If your bid is $1.00 for every time someone utilizes your link while your competitor bids $1.01, your competitor will gain a better placement than you. If 100 individuals click your link, you should understand that you will owe $100 whether they buy from you are not. Pay-per-performance advertising clearly requires a full understanding of your conversion ratio to determine the budget necessary to commit to such a program.