Website Promotion

Promoting your website

We will promote your site with the objective of maximising site visitors, leads and sales. This includes:

• Submitting to search engines
• Optimising your site for search engines
• Paid ad placement
• Cross-linking with important related sites, for improving Google page ranking

Submitting to search engines

We will submit your site to the major search engines, and propose a plan for periodic re-submissions.

Optimising your site for search engines

In order to get near the top of the search engine results, sites need to be optimised so that search engines rank them highly. We offer such a search engine optimisation service. This includes:

1. Researching the terms people use most often when searching for sites similar to yours
2. Proposing and implementing changes to the site, to make it more likely to be found when searched for
3. Optimising framesets when needed

Paid ad placement

Our services include:

• Analysing your business and identifying your on-line advertising goals
• Ad campaign planning
• Establishing a monthly budget
• Setting up an account for your business
• Research and determination of keywords which are optimal and affordable
• Bid management and optimisation
• Tracking results - so that you can tell the number of leads or sales which are the result of a click-through from an ad
• Modifying campaign as needed
• Analysis of campaign and return on investment
• Reporting results to you

Google’s innovative AdWords ™ programme

Google is regarded as the top search engine today. Ask Google to perform a search, and when you look at the results page, you'll see some "Sponsored Links" down the right-hand side of the page. These advertisements are placed by the Adwords programme - as are the adverts on the right-hand side of this page.

An advertiser only pays Google for the times when someone actually clicks on the advert and goes through to the advertiser's site.

Google’s AdWords ™ advertising programme is perhaps the very best online marketing process that is available to any business right now. Immediate results within minutes of setting up.

We will choose the keywords that determine when your ads will appear - we select keywords that describe what you offer and your ads will be displayed to a highly targeted audience on Google and partner sites.

So, with Google AdWords we will create your ads in conjunction with you, choose keywords to tell Google where to show your ads. Payment to Google is due only when someone clicks on them.

Google’s pricing model

Google charges on a "Cost per Click" basis – as we said before, you only pay for each clickthrough to your web site from Google’s. You don’t pay for "impressions" (number of times someone views your ad)  – so you really are paying by results.

Overall spending is controlled by your setting a daily budget, i.e. how much you want to pay per day.

There are no hidden fees due to Google (other than VAT).

Keywords can cost anything from £0.04 to £12 or more. There is a minimum cost-per-click assigned by Google to each keyword. This is based on market value and performance history as measured by Google's programme. So you may have to pay a considerable amount for popular keywords.

Google’s "AdWords Discounter" keeps track of your costs per click against your competitors'. We select the maximum amount you want to pay for your keywords. Your actual cost-per-click (what you actually pay per click) is often less than your maximum cost-per-click (what you are willing to spend per click) and often decreases when your ad starts to perform better.
 

Your ad's position

The position of your ad - i.e. how near to to top of the column it is placed - is based on your selected cost-per-click and on the clickthrough rate. So the more relevant your ad is, the more clickthoughs there will be - and your advert will rise up the column above your competitors.

This novel feature helps to distinguish Google’s programme from other "Pay-per-Click" programmes – most of these other programmes are set up so that placement depends on fees paid.

Setting up your ad and keywords

There are two main parts to the setup process: creating your "sponsored link" ad and selecting your keywords. We start by creating a "sponsored link" ad that is subsequently inserted into Google’s search results on the right hand column. Your ad will appear in the search results only when someone has searched using a keyword you have selected.

It only takes a few minutes to have your campaign go "live" after we've completed the setup process.

It’s very important that we spend time creating your sponsored link, as this is the "online ad" that people will view in the midst of search results and any competing sponsored links. We have the ability to create a short headline together with two lines of text of about 35 characters per line. The headline needs to be to the point and the related text should complement the headline with supporting words that put across the essence of what goods or services your company provides.

When we set up a new campaign we take time over keyword selection. We work through multiple keywords to find those that you can afford.  Your market segment is also another important variable that can affect the keyword selection process – if you’re in a narrow market niche with only a small number of competitors then it is much easier and faster to set up a campaign.

How many new customers would you like?

We can construct or modify your website so that it tracks visitors, leads and sales back to the advertisement which produced them. For example, when someone buys a product from your site, or fills in your contact form, it is possible to determine whether they clicked on a Google ad to arrive at your site, and which ad they clicked on. Therefore you can compare your advertising costs with the results.

As an example, on average, a spend of £5 on an ad might result in one new customer and a sale bringing a profit of £10. So ... we can increase your budget on that ad and gain yet more customers and sales.

A similar programme from Overture

A similar programme to Google's is the one from Overture. Again, we set the price you're willing to pay for each sales lead and pay only when your customers click through to your site.

Overture puts Web sites where customers are looking - in the search results of leading sites like MSN, Freeserve, AOL, Ask Jeeves, Yahoo and Lycos - enabling sites to reach over 85% of active Internet users in the UK. This is a cost effective way to drive targeted sales leads to your web site.

The Google and Overture programs are complementary. Using them both gives you comprehensive coverage across the top search engines.

Our recommendation

We strongly recommend these two programmes to all our clients, and use them ourselves for all our marketing campaigns. We set up and manage advertising campaigns for many of our existing clients, and can do the same for you, whether or not we have developed your website.

For further information, please contact us.

Cross-linking with important related sites, for improving Google page ranking

Google uses a complex algorithm for determining the importance or 'page rank' of a site - and then uses this to determine how near the top of the search engine results the site will be placed.

Page ranking is in part determined by the number of links to the site from other important sites with content which relates to your site.

Therefore we provide a service which obtains links to your site from important related sites.

For further information, please contact us.