Ideas for effectively monetizing internet marketing campaigns and avoiding pitfalls

Abstract

With the advent of the internet marketing media, the choices for the marketers to showcase theirbrands have increased considerably. Combined with the faster metrics to analyze viewership, targetingand on the fly content, online marketing sphere is a dynamic domain. The marketers feel a need to buildon their capability to integrate with the internet paradigm. The learning points can act as gap fillers tohelp them better understand the internet medium and to devise strategies for tapping it.The study of the various elements of advertising adds value to have a holistic understanding of thedomain. The advertising scheme is based upon several components, which includes the keywordstrategy. It is important to understand why the keyword strategy adds value for web advertisers.Keywords are very important for advertisements as they are used by search engines to find whether aparticular website is relevant. Advertisers try to match the keywords with the phrases that they assumethe potential customers to enter in a search engine like Google and Bing.A proper keyword strategy is very important for the marketer. If the keyword is relevant to what thecustomer is searching for, the page containing the advertiser’s item details or the advertisement will bedisplayed. It is important to note that the advertiser may want the customer to see a particular pagewhen a search query is entered or he may want a certain advertisement to be displayed that matchesthe search query. The second case is about paid search advertising while the first is the organic searchresults. The keyword strategy in both the cases is similar.There are several key things that need to be considered why drafting the keyword strategy. The bookalso highlights these points. First, the keyword should be relevant to the product being sought for, thetheme of the site, the core elements of the company, or the solution that the company or advertiserperceives to provide to the customer. Irrelevant keywords result in high bounce rates, customerdissatisfaction, loss of credibility and anxiety. The marketer should make sure that the keyword policy istaken care of. Keyword research is often employed to find the most relevant keywords. Thecompetitiveness of the keywords chosen by the marketer can be assessed by online tools like GoogleKeyword Tool or HubSpot.Secondly, it is important to design the web experience around these keywords and place them inlocations that make it easier for web search engines to find them. By using a process called searchengine optimization or SEO, the marketers can provide clues to the web designers to put the keywordsin specific portions of the web page. Examples can be including the keywords in portions of the webpage like Meta, Head etc. The keywords should small, optimally less than 70 characters long. Thishelps in readability in web search results, and also is easier for the system to match with user queries.Tools like MarketingGrader assign a score to the website and help to find if it is optimized in thekeyword strategy.It sometimes gives a false belief that having keyword stuffing may help the website to get a higher rankin organic search results or in paid search listings. Web marketers should avoid keyword stuffing, whichis having the keywords repeated all over the web page. The search engines are optimized to detectthese and they disregard them. Also it is a bad user experience.