Pay Per Click (PPC) Marketing
Having a good website is one thing; but being found by customers is entirely another. Mortgage Support Network offer some advice.
Tom Church, from Babel Interactive Ltd., explains how to harness the power of online marketing.
With so many of your competitors trying to attract the attention of limited prospects; how is your website going to stand out above the competition?
The foremost way to do so is via cost-per-click management; which is the most flexible way to get your site promoted on Google. The great advantage of this system is it’s flexibility; it is possible to add and remove keywords and phrases to reflect exactly what your company is offering within moments.
For example, suppose you were to pick the term ‘Mortgages’ in an effort to get lots of visitors to your site searching under that term. This is likely the most generic and broad keyword that you could pick in the industry, and because of that it is the one that will be subjected to the most competition as more people are advertising under that term. And this is the approach that will cost you money.
The clever advertisers steer clear of these highly sought after keywords; rather than going for the traffic where there are lots of other companies bidding for the same advertising space on search engine results pages, they refine the keywords and focus instead on narrowing down their keywords. For example, rather than the term ‘Mortgages’, it might be better and far more economical to advertise under ‘Mortgage Broker Manchester’, in an effort to target local prospects rather than people on the other side of the country.
In short, the more you can narrow down your keywords the better it will be – you might not get as many visitors as you would on a broader keyword (which also means the monthly bill should be cheaper), but those visitors you do get should be far more likely to become valuable clients.
The key here is local marketing. If you are offering mortgage advice – a service which most prefer face-to-face, then your most valuable target audience are those in your immediate geographical area. By choosing keyterms which reflect your local search terms (i.e. “Mortgage Broker/Adviser & all surrounding towns/districts”) you stand the greatest chance of attracting the most valuable web-traffic.
Its changes are immediate, its reporting is accurate, and its flexibility is unsurpassed by any advertising that has gone before, and it puts you before prospects who are searching for exactly the service that you are offering.
And that is the power of online marketing.
