Most people nowadays search for providers of goods and services using the Internet rather than traditional media such as newspapers or Yellow Pages.
- Australia has approx. 17,000,000 internet users from a population of 21,000,000, giving 80% usage (Nielsen)
- They will search for what they want using (predominantly) Google Australia (87%), Google (4%), Bing (3%) and Yahoo (2%) (Hitwise)
- In 2012 on average digital marketing accounts for 31% of overall marketing budgets (Econsultancy)
What are my options?
Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) advertising can be very cost effective.
So what’s the difference?
SEO is the technique of optimising your website in such a way that the search engines (Google, Bing, Yahoo!) can index the relevant keywords and keyphrases so that when someone is looking for what you’re selling, your site will appear in the Search Engine Results Pages (SERPs) in the “organic” or non-sponsored area.
PPC is where you pay the Search Engines to display an advertisement (a “Sponsored Link”) when your keywords or keyphrases are searched on. Crucially, you only pay for the advertisement placement if someone clicks through the advertisement to your website.
Which should I use?
They are different strategies, but they are very complementary. SEO is important because it makes sure that your site reflects what you’re trying to sell, which means that the search engines can index it accurately. Once you have achieved high rankings by the effective use of SEO, when people click through to your site from the Organic part of the Search Engine Results Pages, that click is “free”.
PPC means that you can ensure that your site is shown when someone searches on your keywords or keyphrases.
A couple of things to bear in mind:
- You only pay for the advert if someone clicks through to your website
- It’s a very quick and cost effective market research mechanism
Depending on your area of business, within hours of starting a PPC campaign, you can be seeing visitors to your website. Because you can track visitors to your website and where they came from, it’s very easy to work out the ROI of your campaign.
It doesn’t matter whether you are selling around the world or servicing a local area, you can tailor your campaign to attract the kind of customers that you want.
It doesn’t even matter whether or not you have a website. We can build you a simple but well optimised website, or we can work with your existing or preferred website developer.
We bring to bear the knowledge, methodology, tools and services to enable you to have a successful, productive website.
The four key parts are:
- Optimising Your Site
- Promoting Your Site
- Analysing Your Site
- Maintaining Your Site
As a matter of course we can provide you with reports on any or all of these, so you know exactly what is going on.
The smart way to do it
Terrific market feedback
How did they find you?
Did they convert?