E-Marketing: Paid Search

Posted by Vaughn Pourchot on 7/2/19 1:02 PM
Vaughn Pourchot
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Is E-Marketing Necessary?

The short answer is...Absolutely. The real beauty of online marketing lies in the precision targeting of your key demographics. Alternative marketing mediums such as television, radio, and print are largely inefficient relative to online options. The key reason is that with the alternative forms you have to cast an extensive net heavily based on assumptions. The larger the net cast, the higher the probability you haul in some junk. Think of it like this, when you pay to have an ad aired during a commercial break of a popular television show, there is high likelihood that your product won’t be relevant to everyone watching that show. E-Marketing eliminates this inefficiency since it allows for advertising to target specific types of people. It’s able to do this because when you’re surfing the web, you’re leaving breadcrumbs everywhere you go that everyone can see. Those breadcrumbs tell your story via what sites you’ve visited, keywords you’ve searched for, and even your location. Then, with a high degree of accuracy, marketing automation is able to display ads to you that are tailored to your interests as you visit various websites. I love customized ads; it’s how I’ve found a ton of great products and services that I didn’t know I needed. On top of all that, E-Marketing makes it easy to see where your customers are coming from before they arrived at your site. This valuable trove of data helps you better refine your message and optimize your ad spend. It’s much more difficult to accurately do that with a billboard, radio ad, or commercial.

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What is SEO?

Keywords are the keystone to online marketingSearch Engine Optimization (SEO), another one of the important marketing terms, is structuring your web presence in a way that helps ensure your website will rank high in the search results of search engines like Google, Yahoo, Bing, etc. The algorithms search engines use to rank sites are continually changing and becoming more advanced. The primary reason for these upgrades is that talented marketers continue to figure out ways to hack the algorithms and get their sites to the top of the list even if they don’t belong there. For example, in the early day's search engines ranked pages by combing through the text on a page and adding up the keywords found. So if you searched for ‘dog,’ then the page with ‘dog’ printed the most would be at the top of the list. As you can probably imagine, once this was discovered, people started exploiting this flaw by typing a keyword hundreds, if not thousands, of times in a text color that matched their background color. Now the search engines would see tons of a particular keyword while the user wouldn’t, allowing the designer to maintain an aesthetically pleasing design. Unfortunately, it’s not that easy anymore. Search engines' algorithms have become so sophisticated that your site is not only ranked based on the content held within but also on the quality of inbound links to your site. This means if your website sells dog food and other pet-related sites provide a link to your site, then you’re going to have an excellent ranking with regard to the keyword ‘dog food.’  However, if you sell dog food and there are a bunch of motorcycle sites linking to your website then your ranking is going to take a hit.

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Digital Marketing Strategies

Here’s a clever strategy that’s fun to share because almost everyone has seen it in play but might not have realized it. This strategy is what we like to refer to as ‘Synthetic Advertising.’ Say you have a competitor that is hosting an event of some sort and it would be very beneficial for your company to get some exposure at said event. Well, your competitor is going to deny your request to place an ad at their event (or they might agree to it but only at an absurd cost). So, what do you do? Easy, you buy the keyword that is the event name so that anytime someone searches for the event your business’s advertisement appears at the very top of the list with the sponsored content. Pretty sneaky right. Keep this strategy in mind in case you want to use it or need to guard against it. Defending yourself from a competitor trying to implement this technique is the same as using it against a competitor, buy the keyword, and dilute your competitor's ability to pirate your traffic. Keep in mind that purchasing a keyword can get expensive, depending on the number of hits that keyword attracts. But even if you can’t afford to divert all of the potential traffic to your site, it’s still worth grabbing what you can.

Developing intelligent marketing strategies such as this requires a solid understanding of marketing and how the game is played. Fortunately, VTR has a great course that can teach you all you need to know. Our Marketing Course is pre-approved for 23.5 PDCs for SHRM members and 19.5 CEUs for HRCI credential holders. Get started today!

Topics: marketing, online marketing

About the Author: Vaughn Pourchot

Vaughn is the CEO of VTR second, and a loving husband/father first. He took control of VTR in 2016 when he saw a platform and associated content that was not being utilized to it’s full potential. He has always had a passion for learning and wanted to provide the masses a low cost means to study the building blocks of running a business. VTR was born from this passion. Seeing that only MBA programs offered the knowledge that everyone deserves to know, he took an online MBA program and put a team in place that could scale down the courses in to bite-size chunks that everyone could afford to pursue. Thanks to a dedicated team VTR continues to grow and hopes to one day be the go to for Continuing Education needs.