Search Engine Marketing (SEM) Case Studies
As a potential client, your biggest question will likely be whether search engine marketing really works?
The short answer is "Yes"!
The longer answer is that the effectiveness and choice of method would depend on your niche and marketing goals.
Regardless, SEO should be every company's long-term plan - you've spent so much money on your web design and hosting, shouldn't your website be optimized? The effects of SEO may take longer for competitive niches but you wil get there eventually, once you develop "trust" with the search engines.
In the meantime, you would run a pay-per-click (PPC) advertising campaign like Google Adwords to achieve your marketing goals for the short to medium term.
Below are 2 examples of successful search engine marketing. The first case proves the effectiveness of SEO while the second one illustrates the use of Google Adwords.
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1. SEO Case Study
Genre: gospel lyrics.
Traffic: 24,000 unique visitors/mth.
Referrer: 54% of traffic from search engine results.
Comments: The gospel lyric website ranks in the first page on Google for 6 out of the 10 most searched keyphrases in its niche. Overall, search engine traffic comes from over 1,000 different search phrases.
Screenshots: Daily Traffic | Traffic Sources
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2. Google Adwords PPC Case Study
Genre: Windows Vista.
Ad Spend: S$538.85.
Sales: S$31,187.57 (based on US$1 = S$1.55).
Comments: Ran Google Adwords PPC campaign in Jan 2007 for an Amazon affiliate store. The campaign drove over 7,000 click-thrus and resulted in 103 shipped orders, i.e. 1.4% conversion rate.
Screenshots: Adwords Campaign | Sales Orders
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Always remember to focus on your marketing goals and do not be misled by the sales pitches of clueless consultants. There is no point in ranking #1 for a bunch of useless keywords that nobody ever looks for, or get thousands of irrelevant ad clicks which bring zero sales. What you want is highly relevant traffic to achieve better conversion rates, e.g. more sales orders.
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