Search Engine Marketing
(SEM) is filled with misconceptions and half-truths. At McElway Marketing Services, we know from encounter that each campaign is different and demands a custom answer.
While most other on-line marketing firms tout their proprietary, black box keyword-finding software, we begin our study by speaking to you as well as your staff. We do this to obtain to understand your distinctive business goals and issues so the ad campaign captures the essence of your message and attracts the broadest base of clients searching the internet.
The more complex your business, the more important it’s that we thoroughly understand it so as to target the most possible clients. It is only after a thorough understanding of one’s company that we use software program tools for producing an extensive campaign. We create your advertisements and bid on keywords according to feedback loops which are tied to research and genuine time information. We usually have our hand on the pulse of one’s company so we wind up pondering like owners. We look in the big image. We know dozens of proprietary methods for increasing your lead flow while decreasing costs.
At McElway Marketing Services, we favor our customers to possess high rankings for both, paid listings (also referred to as sponsored links or “Pay Per Click” ads) and all-natural search, but only when both are cost-effective. Contrary to popular myths, we have often seen the highest and best converting traffic from paid search. Because we have the capability to spending budget, test, and control a paid search campaign, we optimize the campaign in several methods to enhance sales. We use the Pay Per Click Campaigns to understand your very best converting keywords, ad text and landing pages so that we are able to best figure out direction for your organic search campaigns.
WE Choose The best AND MOST Profitable Key phrases
More frequently than not, we see each advertiser attempting to rank highly for exactly the same keywords. Everyone is jockeying for position in each organic and paid search on broad non-specific keywords. Ironically, the keywords using the highest conversion rates are usually priced a lot lower.
Of course, this is human nature. People bid a “hot stock” to an unsustainably high cost, only to watch it crash. In search engine advertising the “bubble” for hot key phrases by no means bursts. The high priced key phrases will usually be overpriced.
At McElway Marketing Services, we specialize in discovering low-priced keywords that have high conversion rates. We look at leads or sales conversions and trace them to the advertisements and keywords. As soon as we discover great keywords, we start split testing advertisements for the highest click-through rates.
Ad Positioning & Click-through Rate
SHOW YOUR ADS WHEN AND WHERE IT COUNTS, Each time
By gaining a high click-through rate we fully engage the algorithms at Google and Bing to drag our ads at the lowest possible cost to our customers. Sound complicated? It’s not if you understand it. Whenever a marketing firm simply sets a daily budget cap for the Adwords ads, Google attempts to maximize their profits by rationing your ads. But what is best for Google is not necessarily best for you. We result in the Google algorithm work to pull the most traffic at the smallest cost. When you have a powerful ad, Google’s system will in reality show your ad in a higher position than other ads. This is in spite of th fact that other medication is paying more than you are to be in these positions. Whenever your competitor hits their budget cap, they are gone for the day while you continue to get inexpensive traffic.
Pay-Per-Click or Search Engine Optimization?
WHEN TO USE PAID ADS So when TO OPTIMIZE FOR NATURAL RESULTS
Most of our Pay-Per-Click campaigns run with thousands of keywords. To optimize exactly the same number of keywords on natural search would cost more than it would be worth. We only optimize for natural search keywords with the best proven conversions and traffic. We get this proof out of your initial Adwords campaign results. Mcelway Marketing Services always searches for traffic sources with the lowest conversion costs, no matter where it comes from. We use directories, natural search, paid search, banner advertising, content matching, social media, and opt-in email lists.
Every marketplace is different. We tailor an offer by focusing on maximizing lead flow with extensive testing and feedback loops. Many times we find that our real time feedback loops produce counter-intuitive results. Researching the market and testing doesn’t necessarily yield results which make sense. However, it will always make profits. We always go with what works in the real world. Focus groups, vague concepts and advertising doublespeak mean absolutely nothing to us. We focus on driving bottom line results for our customers.
Search Engine Optimization (SEO)
OPTIMIZE YOUR WEBSITE FOR THE HIGHEST NATURAL POSITIONING
A typical misconception is that an optimized web site is stuffed with keywords in titles on pages, headlines, ad copy, as well as tiny text at the end of the page. It was true years ago. SEO “tricks” of the past can actually get you banned from Google presently.
At Mcelway Marketing Services, we always remember that the primary purpose of ad copy would be to sell a product or service. We’ve seasoned professionals who will write custom, unique ad copy for your firm. This ad copy highlights and sells your firm’s unique benefits. Once the ad copy is written, we make minor alterations in the headlines and text to optimize the page for SEO. All of our SEO techniques are ethical “white-hat” practices.
Any Search engine optimization company worth their salt will tell you that 90% of SEO jobs are done off the page. Linking is the key to SEO. This becomes more important every month, as search engines learn to read and filter text the way humans do. Just to illustrate – the top ranking page for that word “computer,” Apple Computer, only has the word “computer” visible around the page in its copyright statement at the end of the page.
Internet Marketing Expertise
OUR KNOWLEDGE & EXPERIENCE TRUMPS CANNED SOLUTIONS
We customize our campaign to your market niche. Patent lawyer marketing is completely different than a software company that sells fax servers. We also have companies in the same industries that have completely different keywords due to their unique priorities and goals.
We research each market carefully before we begin a campaign. At the launch of a campaign, we tell our customers that sales will be lowest in the beginning. We build our campaigns according to real time statistics and adapt quickly to the market. As traffic and conversion data are available in, we focus resources on the highest converting keywords and squeeze pages. We split test ads, develop new ad groups, and rewrite on-page ad copy according to results. In this manner, sales ramp up over time.
While other firms may specialize in law or property or B2B, we find that experience in all markets allows us to learn tools and tricks that people can apply to other markets.
When an Internet marketing firm specializes in a specific niche, they tend to offer the same package to each firm because it’s simpler to manage. If you are looking for cookie cutter Marketing, we can refer you to definitely some fantastic firms that we work with. We all do use package deal setups from other marketing firms to get a campaign started for any very low cost. But when you are looking to dominate your space, you need to create a competitive advantage that goes far beyond the standard packaged website and link exchange program.
Before you Engage an Internet Marketing Firm
HAVE THEM ANSWER THESE QUESTIONS:
- How can you budget Adwords to simultaneously maximize the number of clicks and minimize cost?
- How do you know which keywords to optimize for natural search and which ones are best left towards the “bubble chasers?”
- How do you find keywords that no competitor is bidding on, but that convert at half the price and twice the frequency of conventional keywords?
- How do you geo-target a market with Adwords when many large Isps use servers located in other states to serve customers in your area?
- How can you detect click fraud immediately?
- How do you measure conversions on specific sites on Adword’s content network?
- Which search engines have the lowest incidence of click fraud?
- Which search engines have the highest incidence of click fraud (over 90%)?
- How do you bid keywords appropriately, knowing you’re going to get fraudulent clicks?
- How do you know when to use content ads on the internet or Overture?
- How do you setup a tracking telephone number? Why should you?
- How do you track and handle leads when they come in to your firm?
- Is it better to have a lot of ad copy on a landing page or a large amount of bullet points?
- How do you write your ad copy so individuals will fill out your contact page or call you?
- Where should a contact form be on a page? Which pages should have them?
- Where should the phone number be on a page? Which pages must have them?
- How large should photos be on a landing page?
- What does the term “above the fold” mean?
- What’s “page weight” and why does it matter?
- How can you decide what internet sites to get links from?
- How can you repair a site if this has been banned from a search engine so that its banned status is going to be removed?
- How do you fix a “page highjack?”
- How do you get a new website indexed by Google and from the “sandbox” in only two weeks instead the standard three month’s time?
- Will inbound “sitewide” links get your site banned?
- Is there a penalty for putting a lot of keywords in your meta-tags?
- How important is it for your website to be WC3 Compliant?
- How can you generate a nightly XML sitemap for any large e-commerce site and upload it to Google?
- How do you track site targeted ad performance in the search engines?
- How do you track conversions in Yahoo when their conversion tracking is malfunctioning?
- How do you know when traffic shown on your hit counter is certainly not more than other websites pulling image files from your server?
- What are the benefits of a “content management system?” Do you know the drawbacks?
- How do you know when you should use a broad match, phrase match or exact match inside a Google Adwords campaign?
While some of the questions above are not specifically related to Internet Advertising, they are useful in assisting you achieve your goals. The majority of our customers have one simple goal – increasing sales to the highest possible rate while doing so at the lowest possible cost.
In case your Internet Advertising firm is not focused on that same goal, you will end up wasting money. Over 50% from the companies to whom we make presentations have wasted money in the past on ineffective Internet marketing campaigns. Before you sign anything ask your online Advertising firm one easy question, “What do you anticipate we will pay in fees for every lead or sale?”
Tricks of the Trade
WE CONSISTENTLY BEAT THE SYSTEM
At Mcelway Marketing Services, we know more than one hundred SEO secrets of the pros. Each one can improve your sales anywhere from 1% to 10%. If we apply a combination of those optimization methods, we boost your sales by compounding the results of each improvement. It makes sense a significant improvement in sales.
Beyond applying what we should already know, Mcelway Marketing Services also learns a brand new sales boosting method each month on average. Sometimes it can be as simple as getting a top notch hosting company who can lower our customer’s site’s down time. Sometimes it can be as complicated as applying the conclusions of a newly released market study that show how to integrate online and offline sales for retailers.
Trade secrets notwithstanding, the largest improvements we can make to any site are achieved by simply eliminating glaring mistakes which result in wasted money. In over 56% of the companies we write diagnostic reports for, we discover glaring errors within their Internet marketing. We find Adwords ads that connect to dead pages. We see “doorway pages” that stop internet search engine robots dead in their tracks.
We discover search engine bans caused by unethical optimization attempts. We often see gif images of important text that’s unreadable by search robots. We discover gaping errors no matter how large the customer. We have seen multi-million dollar sites for billion dollar corporations with dead links, slow loading pages, and useless internal search algorithms. Recently a sizable hospital in Philadelphia was completely unaware that their site had been banned from Google for implementing tiny text at the very top corner of their home pages. 1 week after we showed them the offending text, the ban was rescinded and their site was towards the top of the rankings with a page rank of 7.
Our Other Services
SITE DESIGN, HOSTING & Marketing
We provide end-to-end solutions for complete site design, hosting, and marketing. We provide you a custom report along with a map for success regardless of what size company you manage. We provide simple report writing and consulting on the project-by-project basis.
Mcelway Marketing Services works with customers who create a total and complete investment of Internet marketing and demonstrate a willingness to cooperate as a partner. We partner with firms who demonstrate commitment and enthusiasm for marketing. We grant exclusive agreements for our best customers.