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Search Marketing / Optimization According to MarketingSherpa, search now accounts for half of all online ad expenditures. That means if you don’t have an aggressive search marketing program and a search-optimized website to back it up, you may be losing business to more agile competitors. At Beasley Direct, we believe a search campaign must be evaluated by ROI just like your other marketing efforts. It’s no longer acceptable to simply pay a premium for top-position keywords when far more sophisticated, and affordable, strategies are available. These include looking beyond the most expensive real estate on Google, and studying your competition’s campaigns to discover and capitalize on opportunities they are missing. As a side benefit, our highly granular pay-per-click campaigns deliver a level of performance measurement and response tracking that is unmatched in any other medium. Especially for B2B lead generation, we understand that different keywords signal different levels of intent for the searcher and we structure your campaigns, ad groups and ads to take advantage of this. Our methodology starts with deep research and keyword discovery using a variety of tools that combine reach and targeting. Beasley Direct provides search marketing services for many of our clients as a logical extension of other marketing including email, website, direct mail and collateral development. Clients benefit from cost efficiencies and ease of administration since the same web pages can be used for multiple campaigns. We’ve also done freestanding campaigns for marketers on every scale, from multimillion dollar pay-per-click budgets to monthly budgets for smaller companies that are just starting with search marketing or are dissatisfied with their current search marketing results. Our search staff is Google Adwords Certified and Certified Microsoft Adcenter Expert. Our analytics platform experience includes Microsoft Atlas Search, WebTrends, SalesForce.com, Google Analytics, CoreMetrics and Omniture. Search Optimization Good search marketing is cost effective. Good search optimization is even better… it’s free! In other words, it should cost no more to write and design content that is highly appealing to search engines – so your prospects see your site near the top in their results. If you ask us to create a website for you, search optimization is typically included in the package. We will analyze the keywords that apply to your product or service and your audience and use them for maximum impact within highly persuasive copy. Technical strategies for page layout, data architecture and source code tagging will be applied for additional effect. If you already have a site, a search optimization “makeover” can almost certainly create dramatic benefits in traffic and search visibility. In one example, search traffic increased by 70% for a BDM client and total traffic nearly doubled after a campaign in which a well-established site was re-architected and keywords within copy were optimized. For more information on search marketing and search optimization with Beasley Direct, please contact us now. |
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