Attract qualified leads

Businesses are always trying to find the best ways of promoting their goods and services to potential customers.

Most often, that has meant taking out advertising. But no matter how well targeted a traditional advertising campaign is, it could still fail to reach large numbers of people.

Doesn’t it make more sense to target those customers who are already looking for what you are selling? This is the big idea behind online search marketing.

Search marketing: right people, right time

Every day over 10 million Australians type millions of queries into online search engines (Source: eMarketer, Feb 2009; ABS, Dec 2007, Nielsen). Often they’re prepared to part with their money if they find what they’re looking for.

The goal of search marketing is to place information about your products and services in front of consumers/business’ at the time they are looking to make buying decisions. It’s this ability to deliver highly-targeted campaigns to qualified leads that sets it apart from other advertising.

But how can you make search marketing work for your business?

The following is a PowerPoint presentation entitled ‘Search Engine Marketing 101’ that was prepared by James Toepfer, Marketing Manager for Australia and New Zealand at Google; and featured a discussion with Stephen Murphy, Head of Search at Payperclick.net.au.

The presentation will give you a better idea of how you can use search marketing to target customers at different stages of their purchase cycle, from awareness of a product to its purchase.

Even if you don’t sell online, search marketing creates an opportunity to raise awareness about your products and services, and gives you the ability to deliver qualified leads to your business.

Topics covered in the presentation:

• Basic concepts of search marketing
• How to size the marketing opportunity
• Understanding people’s online search behaviour and the queries/keywords used (useful tools like Google Insights for Search, Google Keyword Tool)
• How to pick the right keywords and write compelling ads relevant to their purchase cycle ie. whether they are considering their options or are ready to buy
• How to measure the impact/value that your search marketing campaigns are having on your business
• Search marketing case studies from the audience. 

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