Paid Search Marketing
Yahoo.co.uk, Google.co.uk, Msn.co.uk and specialized advertising companies such as Miva, espotting, London Times, The Guardian, BBC, eBay, Orange.co.uk, Bebo, and Amazon are all high traffic sites used by UK residents.
For overall reach into the UK market, these sites are hard to beat. Prices for paid search marketing on them may be too high for most advertisers. If you don't have a large marketing budget, they may not be viable. However, for short term campaigns, they can provide a great deal of information and feedback on visitor sales conversion.
Paid search marketing can work well, particularly Google adwords and it is essential to a well planned, optimised search engine optimisation campaign. With UK paid search marketing today, all advertising is driven by keyword relevance. Therefore limited run paid search engine campaigns allow SEO specialists to test keywords for performance characteristics before committing to them in an organic search engine optimisation. Any UK SEO company worth its salt is going to test the quality of keywords before committing to them. Optimising for the wrong keywords is disastrous.
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Major Search Engine Marketing Programs
Google Adwords - without a doubt, Google is the the major online advertising platform offering fast publication of ads to targeted audiences in the UK and around the world. Google has advanced beyond simple text based ads to graphic and video based advertising. It even publishes advertising via radio and television. It is hard to beat the powerful reach of Google AdWords, and the conversion rate of top placed listings is impressive too. The only issue for advertisers is whether their ad budget will last. Adwords UK is very expensive and only those sites that can convert the visits to sales are able to keep up with the bidding wars. Prices have been known to eclipse $100 per click.
Yahoo Search Marketing - Yahoo.co.uk has a very small reach yet it may offer some leads for certain keyword areas. Yahoo has a paid inclusion program to have web pages indexed in their organic listings and they have paid advertising which operates the same as Google Adwords. Again, the issue of whether to use it comes down to whether your landing pages can convert these expensive leads into actual sales.
MSN.co.uk Advertising - MSN UK offers similar advertising programs as Yahoo Uk and Google UK. Their pay per click accounts allow ads to show at the top of search results pages.
Banner Advertising - Almost every top web site offers their own banner advertising opportunities. Although banner ads are evermore creative to stay competitive, the return on investment is pale in comparison to search engine listings and search engine optimisation. However, many banner programs are keyword sensitive so that searchers get relevant banner ads presented on the pages they're viewing. Value Click and Doubleclick have traditionally been the leading publishers of banner ads.
Overall, Search Engine Marketing will continue to grow at a rate much higher than other forms of advertising and marketing. Compared to Search Engine Optimisation UK, advertising can offer greater reach but the price is much higher. Pay per click programs are notoriously wasteful of advertisers money because of poor targeting. The tools to improve performance are there, but only professional PPC consultants know how to use them. The average advertiser quickly becomes frustrated at the loss of their ad budget.
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