Paid Advertising
Google, Yahoo! and MSN all provide opportunities to purchase “context sensitive” advertising. Under all these programs, advertisements appear in the search results of keyword searches. The ads are placed based on the words used in the search and are sold at various premiums based on the popularity of the search term in question.
For clients who want to increase traffic via context sensitive advertising, we research and select the most cost-effective keywords for your site and provide guidance on specific search engine options. For instance, Google has a variety of matching options: Broad Match, Phrase Match, Exact Match and Negative Keyword Match, which an advertiser must navigate in order to attract responsive users. Similarly, all search engines offer some sort of geographical targeting, displaying ads to the entire universe of search engine users or to only those who are local to the advertiser.
Different search engines, different search keyword options and a variety of variables make it important to create a coherent and organized strategic plan for this effort. Setting expectations and measuring the cost of added traffic is an integral part of Morroni’s efforts.
Morroni also writes and designs the advertising that will appear in search results, manages budgeting and measures results. Monthly reports provide keyword performance metrics on all keywords in the campaign, segregated by search engine. Ongoing consultation make search advertising a potentially profitable way of building website traffic at manageable and reasonable cost.