Less well for defined niches. 5. Active Response , or reach. We want the visitor to actively respond. We want them to take a desired, measurable action. This may involve filling out a form, using a coupon, giving us an email address, and/or making a purchase. Active response helps make search marketing spends directly accountable and measurable. 6. Accountable People either visit via a search term, or they don’t. Whilst there can be some advantage in brand awareness i.e. a PPC ad that appears high on the page, but is only clicked a fraction of the time, the real value is in the click-thru. This is, of course, measurable, as the activity will show up in the site statistics, and can be traced back to the originating.

Search engine. Compare this with radio, television or print. It’s difficult to know where the customer came from, as their interaction may be difficult to link back to the advertising campaign. Search marketing is also immediately measurable. 7. Testable Some keyword terms work, some do not. Some keyword terms only work when combined with landing page X, but not landing page Y. By “work” we tend to mean “achieves a measurable business outcome”. Different Phone Number Data[size=78%] combinations can be tried and compared against one another. Keywords can be tested using PPC. Once we’ve determined what the most effective keywords are in terms of achieving measurable business outcomes, we can flow these through.[/size]



SEO campaign. We can do the reverse, too. Use terms that work in our SEO campaigns to underpin our PPC campaigns. This process is measureable, repeatable and ongoing. Language has near infinite variety. There are many different ways to describe things, and the landing pages can be configured and written in near infinite ways, too. We track using software tools to help determine patterns of behaviour, so we can keep feeding this back into our strategy in order to refine and optimize. We broaden keyword research in order to capture the significant percentage of search phrases that are unique. Further Reading: Direct Marketing Terminology Direct Marketing Testing Theory Of Direct Mail Laying the Groundwork for a Local SEO Campaign Local SEO has the undeserved reputation of being.