Optimizing online presence
When looking for information, your customers, members and patients frequently turn to major search engines, such as Google, Yahoo! and Bing as their starting point.
Search engine marketing – also called Pay Per Click (PPC) Advertising – positions your message at the top of those search engine results pages for the keywords and keyword phrases most relevant to your website or custom landing page.
The major benefit to search engine marketing is that, unlike traditional advertising, you only pay when someone clicks on your advertisement. You can set your own budget, and you can turn it on or off at any time.
A Custom Approach
Here at Parthenon, we don’t take a “one-size-fits-all” approach to search engine marketing. Your target audience is as unique as you are.
Your customized plan usually includes the following steps:
1. Conduct Keyword Research
The first step toward putting together an effective search engine marketing campaign is to conduct keyword research. Before you can attract your target audience, you need to answer two questions:
- What keywords and keyword phrases does your target audience use when looking for information relevant to your organization?
- How competitive are those keywords and keyword phrases, and what other organizations are vying for them?
2. Create Campaign
After we’ve chosen a keyword list, we will work with you to create your campaign. An effective campaign groups ads in a way that reflects your organization and its goals, includes ad copy that corresponds with landing pages on your site and employs appropriate cost-per-click settings for your budget.
3. Optimize
Finally, to create an effective campaign requires diligent oversight and optimization. We continually collect data and seek out ways to optimize your campaign and increase your return on investment.
Interested in learning more? Contact us to get started.