Focusing on performance-based search engine marketing in 2009 is the key to succeed in the time of economic downturn.
Diversify your marketing channels, but select the right channels
If you have been a big buyer on display ads, start reviewing the performance of all your banners and stop spending on those that have been under performing.
Complement PPC with SEO, and vice versa. Leverage from the keyword long tail by using SEM keyword research tools.
Partially or totally cut spending from the second tier PPC search engines that have been generating poor ROI.
Use social marketing to boost SEO, combine several online marketing channels, and blend PPC into your overall marketing strategies. Leverage from Google’s Universal Search.
Be as creative as possible!
Focus on your website’s users, especially the most valuable users
A successful PPC campaign is about using the right combination of keywords, ads, and landing pages.
- Improve usability of your web site – SEO is Usability for your users, so as PPC
- Improve PPC copywriting – Ensure the marketing message on your PPC landing page is consistent with the marketing message of your PPC ad
- Optimize your PPC landing pages for higher conversion rates
- Run A/B testing using Google Website Optimizer
PPC can be used to identify the patterns and behavior of your most valuable customers. The common scenario for most of the websites is that 80% of the sales are driven by 20% of customers. Focus on the “higher value” traffic and generate more conversions.
- Identify the keywords that have been driving high conversions and/or large profit margins – Track your conversions and traffic by using Google Conversion Tracking, Google Analytics and other third party analytic systems.
- Increase the CPC bids for those keywords or use Adwords Conversion Optimizer
- Improve the ad copy for those keywords
- Optimize the landing pages
Shift towards new markets
If the sales volume of your target market is shrinking, move to target a new market. Most companies in the developed western countries believe China is the new market. Ensure your marketing team:
- Knows the cultural differences when selling to Chinese
- Is aware of the language barriers when selling through the China market
- Understands whether your business will be scalable in the Chinese market
- Focuses on quality and be customer-oriented, so try to understand the Chinese consumers before selling your unmodified American-customized products to them!
- Figures out the China PPC strategies