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The Secret Of A Successful SEA Campaign

 

Posted on October 13, 2009
Gregory Camus

 

The concept of sponsored links is attractive; you only have to pay when a visitor clicks on your ad. The guarantee of results (clicks) is not a guarantee of substantial returns, though. You definitely know how much you have spent, but how much did you make?

There are as many objectives and problems as there are Internet sites. Just to name a few:

- Brand awareness
- The search for Internet traffic
- The search for qualified Internet traffic
- Internet user action on your site
- The purchase of a product or service

Brand awareness

The objective is to have your site, brand, or product more known, or even become more visible than your competitor(s). The position of the ad in the advertising results is essential. They need to be at the top of the list, or at least in the top three results. Generated traffic in not an end in itself, the indicator of its success is the generated brand awareness.

The search for Internet traffic

This model had its share of glory a few years ago in natural visibility rather than with the purchasing of sponsored links. It was the age of meta keywords, when sites were full of popular keywords (famous playmates for example) that had no relation to the content of the site. The point was to generate a large volume of traffic, qualified or not, in order to raise advertising revenues thanks to banners (remuneration by banner view, not by click).

The search for qualified traffic

The objective is to reach the target, to attract Internet users already interested by the content or offer of the site. The targeting is done in several ways; by purchased keywords, short descriptions, by country, by region or by selected customer catchment areas. The indicator of success could be the rebound rate, the number of pages per visit, the amount of time spent on the site, and etc.

Internet user action

The objective is for the visitor to get involved. This can be by filling out a form, by leaving one’s information, e-mail address, or even by downloading a brochure. This can even lead to a request for information, getting in contact with a representative, making an appointment, and etc.

To reach this objective, it is necessary to generate very qualified traffic, but also to create landing pages (pages that advertisements redirect you to) that incite action. The success indicator should be the cost per action. It is also pertinent to measure the rate of transformation as well as the impact of different optimization settings for an AdWords campaign.

The rule is simple; it is better to benefit from 500 visits that generate 20 actions, than 1,000 visits that generate 10.

The purchase of a product or service

The traffic has to be targeted and the landing page must be optimized, the act of purchasing simplified. The success indicator will be the profit generated by the AdWords campaign. For a campaign to be profitable, the balance between the cost of the campaign and the profits must be positive.

The calculation of the rate of transformation is also essential: for the same product, it is better to have 500 visits generating 20 purchases than 1000 visits generating 10.

Once you have figured out your objectives, you can move on to the second stage, the creation of the campaign. This will be the subject of a future post.

Vanksen, our agency is an expert in online visibility. For more information, please contact us.


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Source
- The original post on culture-buzz.fr
- Translated by H. Turner

Image source
- Google Images



 

Comments

1. Friday 16 October 2009 attime 09:42, by Property Consultant :: http://www.amandaonmyside.com.au

A very interesting article and I find that people don’t take into consideration what they spend compared to what they make. They become too caught up in number of clicks/visitors etc which mean nothing if you cannot convert them to profit!

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