![]() Rightly done, ads will send traffic to a page specifically designed to greet that traffic. Landing pages should be viewed as digital sales representatives. More traffic combined with a lousy conversion system means lousy sales-not more sales. Real champions know how to turn a high percentage of their prospects into paying customers. The most effective salespeople are usually not those who run the most leads or make the most calls. The problem is, there’s more to the picture. The idea that sales is “all in the numbers” has enough truth in it to sound right. Increased traffic, however, does not always mean more sales. The SEM company considers the situation, comes up with a plan to send the company more traffic, creates campaigns, and turns on the engine. Marketing is all about finding and exploiting a ridiculously unfair advantage Click To Tweet Second Step: Fixing the Biggest Mistake SEM Agencies MakeĬompanies look for SEM help when their internal resources and results from paid ads aren’t sufficient. Ecommerce managers need SEM like never before. SEM agencies should be sharing that message with prospective clients at every opportunity. ![]() In essence: the stiffer the competition for organic placement on the SERP, the more opportunity for those willing to invest in SEM. Many ecommerce website managers will keep beating the same old drum, trying to rank organically in search, hiring black hat and semi-black-hat SEO practitioners, and sometimes making big mistakes along the way.Įither way, they won’t be able to compete successfully against companies smart enough to hire a competent SEM agency to manage ad spend. Overnight, the company will disappear from search results altogether, and the revenue from organic search will stop. That can work temporarily, but is likely to result in a penalty once Google catches on. Some still turn to hiring an SEO trickster who promises to get front-page placement for the business. Businesses fight for the few organic front-page slots available. Not only do white hat tactics require more work and investment, but a typical Google search engine results page (SERP) will display paid ads in the top four positions, a Google knowledge graph after that, then Wikipedia and other information site results, then more ads at the bottom of the page. Today’s marketers work in a much more stringent SEO environment. Legitimate companies were forced to fight back with black hat tactics of their own – things like hidden text, comment spamming, link exchanges, paid links, and doorway pages – but many got caught in the trap along with the bad guys. ![]() Black hat search engine optimization (SEO) tactics could push low-value and scam sites to the top of organic search results. First Step: Describe the OpportunityĪ decade ago, things were much different. My aim here, is to show you how to get that done. SEM leaders who learn and teach those two principles are positioned to reveal a win-win proposition their prospects and clients can get excited about. ![]() Otherwise, the return on ad spend won’t be able to support the effort. Going beyond great keywords and ads to making sure those advertising dollars convert into sales is the second step. Understanding that is the first step towards turning the perceived problem (pay-to-play) into a giant opportunity. Click To TweetĪpproached correctly, the push towards paid search can help an ecommerce website beat out the competition. The pay-to-play reality is driving up the need for a qualified SEM & CRO alliance. Unfortunately, both the ecommerce client in need of help and the SEM company in business to provide that help, often fail to correctly frame the situation and develop an effective strategy for growth. The pay-to-play reality is driving up the need for qualified search engine marketing (SEM) assistance. The chance of reaching a significant number of prospects is directly related to the SEM budget and how much money a company is willing to invest to get the word out.įacebook is all but demanding ad dollars from any company seeking expanded reach, and Google is slowly tightening the noose on the dream of “free” organic placement. Getting marketing messages seen online is quickly becoming a pay-to-play activity.
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