May 21, 2004      (continued)

A strong call to action
This last step is one of the most critical, and usually the one that many online and search engine marketers often forget. Ask yourself the ultimate question: “What do you want your visitors and prospective clients to do on your website?” When I ask this question to people that are rather new to search engine marketing, most site owners or online marketers will usually answer they want them to buy something.

While this is great and certainly very satisfying to most business owners, sometimes another call of action would be to subscribe to your free online newsletter, or perhaps to send in a request to get more information, either by mailing them a brochure or having a sales representative call them. Finally, you should carefully review your call to actions both before, during and after you perform a keyword research, either using Wordtracker or other keyword research tools. Remember that for each call to action, your ad copy, your keywords used and your landing pages can all be changed to permanently improve your online ad campaign’s performance and ROI.

Conclusion
A good structure or solid foundation to a well-planned search engine marketing campaign can make a big difference in the overall ROI of any online marketing efforts, and will continue to yield long-term benefits if done the right way. Planning any ad campaign without the four basic and important steps mentioned in this article would be to take unnecessary risks, both with your ROI as well as the outcome of your work.

You should carefully review these four steps, both with your marketing or sales department, as well as your SEM firm if you outsource your search engine marketing to professionals.

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Reference:
"Search Engine Advertising" by Catherine Seda.
347 pages. New Riders Publishing. Indianapolis, IN. 46240.

Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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