What's a 'Web campaign'?
A web campaign is a direct marketing program on the internet driven by pay-per-click advertising. It uses live research into keyword searches to discover and exploit gaps in the market.
Do I need to change my website?
No, the campaigns may run alongside an existing website.
What do you mean by 'landing page'?
A landing page is a web page specifically designed to for a keyword(s) search. It means that visitors don't have to search a generic page for relevant links.
Define 'internet direct marketing'
It is a campaign or program designed to get direct response for a specific proposition. Unlike regular website optimisation, it focusses on a selected keyword (EG 'audio mastering') rather then a general theme (EG recording studio).
Is this just for products & services?
No. programs and campaigns may be dsigned to sell a product, test a concept, guage customer satisfaction, build a mailing list or conduct research.
What is 'pay-per-click'?
It is the generic term for paid internet advertising where payment is made based upon traffic generated ('clicks'). Google adwords is the most common example.
Can my budget stretch to this?
Prices start at $1,000 for a basic campaign. A typical budget range is $3,000 to $15,000.
As with all direct marketing, there has to be a yield. By considering the desired returns from the outset, the development plan can be based upon quantified benchmarks such as sales leads and subscriptions.
Base your campaigns on today's search data and trends to send timely, relevant messages. Attract them with a clear proposition that meets their immediate needs, wants and aspirations.
Base your keyword targets on research to supplement your gut-feel. Keep an open mind about your prospects' needs and motivations. Consider how they want to interact with you and test the options.
Don't confuse your visitors by sending them to a generic or home page. Make the landing page directly relevant to their search query. Engage them with rich information and well-written copy.
There little point in getting visitors who do not respond or engage. Not just the simple 'contact us' action, but a range of actions that are proxy indicators of some current or future interest in the products, services or concepts.
Hone the keywords and landing page to improve the yield. Unlike fixed websites, these pages may be changed at will. Realtime data provides the raw material to make changes without shooting in the dark.
Campaigns can morph into permanent changes to your primary website as new visitor needs are discovered, and gaps in the market and new ways of interacting online are exploited.
Campaigns to get response from relevant visitors.
By using pay-per-click in a web campaign, it is possible to tap into live search data and get responses. This is ideal to supplement an existing general website, test a concept or conduct research.
In recent years, search engine marketing has evolved from a lottery into a science. It is now possible to find out exactly what people are looking for.
What has come out of this is unexpected. People use a wider range of words and phrases in a search than first thought. This is making it harder to design (optimise) a website around keywords since there are so many. Web campaigns help to plug the gap and uncover new opportunities.