Online marketing encompasses many forms including performance marketing, also known as affiliate marketing. The underlying premise between affiliate marketing is that a third party will host ads on its site and will then be compensated in some way based on what happens when someone clicks on that ad. For example, imagine you are reading your favorite fitness blog and there is an ad for the latest gear. Once you click on that ad, you may be expected to make a purchase or subscribe to a newsletter before the affiliate will receive a commission. While this does not affect your site’s visitors at all, as an advertiser, the hope is that you will convert these new visitors into clients, and as a host, that you will earn a decent commission and retain your audience.
We have all seen at one time or another a web page cluttered with ads all trying to drive traffic to other businesses. That can be a huge turn off not just for the host site’s visitors, but for the potential customers those ads are attempting to reach. On the other hand, when done with care, performance marketing can become a profitable enterprise for the host and result in significantly increased business for the target website. The main deciding factor is whether the host and advertiser are partnered appropriately.
This is where a Search Engine Management (SEM) firm can be incredibly helpful. It is not always so easy to figure out which partnerships or types of advertising will serve you best. Search engine management professionals, however, can help you determine whether pay-per-click (PPC), search engine optimization (SEO), social media optimization (SMO), performance marketing, or a combination of some or all of these would benefit you the most. If they conclude performance marketing is an effective approach for you, they can help you with three very important things:
- Selecting the affiliate(s) to work with
- Designing ads that will not only be in keeping with the affiliate’s website but that will also prompt their visitors to click on them
- Optimizing your website so you will convert those visitors into customers
If done properly, this will be a steady income stream for your affiliates and will help increase your customer base significantly. While you certainly can attempt this on your own, the chances of creating and executing an effective online advertising campaign increase tenfold when you engage the services of a Search Engine Management firm. Because choosing affiliates, designing compelling ads, and optimizing your website will be based upon market analysis, keyword research, and a true understanding of the intricacies of online marketing.
More importantly, performance marketing may not be the optimum choice for your company and the best people to figure that out are social media professionals. At the end of the day, your time and energy should be focused on your business, not marketing it. Like your affiliates, your advertising goals are steady traffic, an increase in revenue, and an elevated and compelling web presence. The right SEM firm can make those things happen and free you up to focus on the most important thing of all, your business.
Ryan Farrell is a search engine management and Search Engine optimization consultant based out of los Angeles, his hobbies include punk rock music and skydiving
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