How Search Engine Marketing Is Helping SMEs Beat The Recession
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...this, and that’s an area where SEM is head and shoulders above the competition.
Return on Investment
The single biggest factor in SEM’s favour is ROI. No other medium provides more back for every penny you get in, and cleverly managed campaigns can drive stratospheric returns. One of our clients, a small manufacturing start up, devoted their entire first year marketing budget - £8,000 - to SEM. 12 months later they had a turnover of £1million and have shown consistent growth ever since. Stories like this are far from uncommon in the world of SEM.
...easily measurable results
There’s no need to take our word for it when it comes to the ROI advantage of SEM: anyone can sign up for Google’s pay-per-click program Adwords and begin marketing on the search engine within minutes. You’ll see much better results if you invest some time in reading up on the best strategies (or employing a PPC expert to manage your campaign for you), but even a tiny budget can show a return in as little as a few hours. And unlike placing an ad in a newspaper every aspect of your marketing spend can be tracked: how many saw your ad, how many clicked on it, and who converted into a paying customer.
SEO — getting your site well ranked in the “natural” search results — takes longer: weeks or sometimes months, and requires much greater knowledge of how the search engines work. The rewards can be even greater though...ROI is typically three times that of the already fantastic return from PPC**. Once again the results can be measured to the smallest detail, and spend compared to revenue allowing you to determine how successful your efforts are.
Highly targeted marketing
Unless you sell a single clearly defined product or... continued on page three >