How to Optimize Your Search Marketing Campaign

Search marketing is far and away the most effective method of driving targeted traffic to a business website. Its importance to generating new business will only increase: A recently-released study by the private equity firm Veronis Suhler Stevenson suggests that Internet ad spending will total nearly $62 billion by 2011, surpassing all other media. National internet advertising spending, which includes search engine marketing, will make up the lion’s share of these dollars with an estimated $38 billion.

Despite significant (and significantly growing) investments in this advertising medium, many businesses fail to take full advantage of their search marketing spending by converting clicks into customers, says Chris Finnegan, Director of Online Marketing of national Internet marketing firm TruePresence. He says landing pages are the key to landing customers online.

“A landing page serves as the first destination a visitor “lands” on after clicking on a link or an advertisement,” explains Finnegan. “By creating one or more pages with content directly related to the keyword search or advertisement that brought a visitor to your site, you’re much more likely to convert them into customers.” Continue Reading…