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The Benefits of Search Engine Marketing
Acquire Qualified Visitors
The greatest benefit to SEM is that
people you reach are ones you want, and ones who want you, because they are searching for exactly what you sell. SEM has advantage that it delivers exactly information searcher is looking for at time that they need it. As opposed to television viewers who are watching for entertainment purposes, Internet users, and searchers in particular, are searching with a purpose—they want information.
Enlarge Your Audience
In addition to bringing highly qualified visitors to your site, SEM exposes you to a much larger audience. Not only is number of people online increasing but number of people searching and buying online is also growing, dramatically. Approximately 140 million in U.S. have Internet in their homes and those who don't have it at home have access to it at work or in public places like libraries. That's better coverage than you can get through any other advertising medium.
Be Cost Efficient
Because visitors you are bringing to your site are qualified, you're not wasting marketing money on people who don't matter to you. In addition, Piper Jaffrey reports that search engine marketing is most cost effective Internet marketing technique available. At only $.45/lead, it far outweighs banner ads at $2.00/lead and direct mail at an astonishing $9.94/lead. Not only is search most cost effective technique, but it's also most profitable. According to PricewaterhouseCoopers, keyword search dominates any other category (including rich media and display ads/banners), producing approximately 41% of U.S. Internet revenue for 2004.
Measure Your Results
There is a vast array of technology available, such as Omniture's SiteCatalyst, to help you track exactly what's going on. You can track such things as specific keywords that people are using to reach your site or where visitors are entering and exiting your site. This information is quantifiable and it can be gained immediately. Not many advertising firms can boast measuring and quantifying their results with that level of detail.
Revise Your Campaign (Easily)
Unlike TV commercials or magazine ads, which can both be expensive and time-consuming, especially if they fail, your Internet marketing campaign is quickly and easily revised. You rarely need to start from scratch but instead just need to do something as simple as rewrite a page or two on your website.
If you haven't jumped on Internet marketing bandwagon, it's about time you do or you'll soon find you've been left in dust. Go beyond your traditional advertising firm and consult one who can offer you Internet marketing techniques with proven, measurable results.
