Web Site Marketing: Search Engine Marketing Tools

These web site marketing resources are proving to be some of the most cost-effective and measurable means today of qualified web site marketing.
Many web site marketing fads have come and gone in the last decade, but the one constant of web site marketing has been the desire of B2B Internet users to quickly and efficiently find relevant and important information to help with purchasing decisions. Here are some of the pros and cons of each method.

Keyword Sponsorship

Keyword Sponsorship Web Site Marketing - Targeted keyword sponsorship allows a business to buy an important keyword or keyword phrase. Every time someone searches for that word or phrase, the sponsor¹s listing appears as a highlighted search listing at the top of the results page. This type of web site marketing is very expensive ­ thousands of dollars a month for the most popular phrases ­ because you pay to be listed whether or not your listing is clicked.

Web Site Marketing: Pay-Per-Click Advertising

Pay-Per-Click Web Site Marketing - Pay-per-click web site marketing is a less expensive means of selectively targeting an audience via web site marketing, but it requires bidding in an open auction to secure the top listings which appear as highlighted textboxes on the right side of a search results page.

This type of web site marketing is fairly cost-effective because you only pay when someone clicks on your web site marketing ad to view your website and you can set monthly expenditure maximums to fit your web site marketing budget during a test period. You can also easily calculate your ROI with this type of web site marketing program.

To maintain the top keyword positions for your pay-per-click web site marketing campaign, you need to constantly monitor the current auction prices and adjust your bid as necessary, which can be very time-consuming.

Also, with the rapidly rising popularity of this type of web site marketing program, the bidding price for popular keywords and phrases can go as high as several dollars per click, whether or not that click turns into a qualified lead or sale. In addition, a pay-per-click ad is subject to abuse by unscrupulous searchers and your competitors, which can be costly.

Web Site Optimization / Search Engine Optimization

Web site or search engine optimization is an art and science that has been misrepresented during the last few years. Though many people who make their living optimizing websites would tell you that they know all of the tricks to obtaining high rankings on Google and the other major search engines, no tricks exist to help you obtain the best rankings for your company¹s most important keywords.

Tricks will only get you permanently blacklisted by Google. Successful optimization for web site marketing combines known methods of coding a web page (science) with a writing style (art) that integrates the results of extensive web site marketing research (science) to determine the best web site marketing keywords and phrases to target, along with a compelling story (art) about your expertise.

If your company would like to receive the immediate and long-term benefits from a cost-effective web site marketing campaign, call us at 847.657.6011 or send us an e-mail. We look forward to hearing from you.