The MHEDA Journal - Second Quarter, 2013 - (Page 54)
Search Engine Marketing
How Big is the Opportunity and How Much Will it Cost?
BY BRIAN BLUFF
enerating more leads is the first step to growing sales.
In the absence of an ecommerce enabled website, an
Internet marketer’s job is to use your website to drive
leads. That grows sales and directly impacts your bottom
line. There are practically as many strategies for driving
leads on the Internet as there are Internet users, but one
tried and true method is to get your website in front of a
large number of qualified visitors.
This article will:
• Define how value is created through search engine
• Show you how to determine how often people search for
your products and services.
• Estimate how much of that traffic you can capture.
• Predict how much revenue you’ll generate and what you’ll
spend to achieve those results.
How is Value Generated
Through Search Engine Marketing?
Search engine marketing programs create value through
a sequence of events:
Increase the value of your search engine
marketing program through better
ranking, higher search engine click
through rates, better content, and higher
1. A good search engine marketing program positions your
website content on a search engine results page (SERP)
in response to a search for a relevant keyword phrase.
There are practically as many strategies
for driving leads on the Internet as there
are Internet users, but one tried and true
method is to get your website in front of a
large number of qualified visitors.
MHEDA | themhedajournal.org
Search engine exposure can either occur in the ‘free’
organic search results or pay-per-click (PPC) advertising
section of the SERP.
2. Someone interested in your products or services clicks
your SERP listing.
3. Visitors arrive on your website, research their options,
and gain or lose trust in your company’s ability to help.
4. Finally, the magic happens. Visitors fill out a form,
call, buy something, or otherwise take an action that
moves them further down the path toward becoming
a customer. This frequently doesn’t happen on the
How Many People
Search For What You Do?
There are two ways to estimate relevant search engine
traffic volume. Run a test Google AdWords (PPC) campaign.
This is the most reliable method because there’s more data
to work with. You’ll be able to see the number of times your
ads were shown (impressions) and reckon the corresponding
impression share. Dividing the number of impressions by
the impression share will tell you the total search volume.
Then fund test campaigns with a reasonable budget and
run them long enough to collect sufficient data. We find
that manufacturers and distributors should budget at least
$750 per month, and their program should run for at least
three months. There’s nothing written in stone here, we
just need enough data.
Here are a few tips about setting up a test campaign.
• Select your keywords and write ads to reflect your website’s copy.
• Start broad, then tighten up the number and focus of
selected keywords. Initially choose more general keywords. After a few weeks, you can pause keywords based
on a poor click through rate (CTR) or bounce rate. Next,
add modifiers and adjust constraints (max cost per click,
geographic reach, time of day, etc.).
• Test different keywords. Don’t be afraid of keywords with
low search volume.
Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2013
From the Desk of Liz Richards
Ask Your Board
MHEDA Member Profile
The Next Economic Cycle
In Case of Emergency – Disaster-Proofing Your Supply Chain
Exhibitors' Showcase Floor plan
Absorption Measures Performance and Sustainability
Exhibitors’ Showcase Product Guide
The Parachute Congress Made
Get Your Game On
An Expert, Advisor, Resource and Single Point of Contact
What Looks Good on Paper
Instilling Work Ethic in the Emerging Workforce
How to Get People to Do What You Want Them to Do
Search Engine Marketing Value Proposition
Spotlight on Association News
MHEDA University Calendar
Index of Advertisers by Product Category
The MHEDA Journal - Second Quarter, 2013