There is no point in having a good website if nobody knows it is there. By implementing the latest Search Engine Optimisation techniques, we ensure our client websites rank highly in both organic and paid search criteria. Having the right tags, text and site structure will deliver more customers to your website more efficiently. It can also help to significantly reduce the cost of your Pay Per Click (PPC) search advertising costs, for instance by improving the quality score your ads receive from Google.

Though the majority of the new sites we produce have easy-to-use content management system (CMS) architecture built-in, many of our web clients also choose to outsource the ongoing maintenance and content production and management to First. This approach guarantees our customers a fresh, relevant web site always.

SEARCH MARKETING

The most common form of search marketing in Ireland is via Google Adwords which is the default search engine for the majority of the Irish population.

The main advantages of an AdWords campaign is that it can be fully customised.

AdWords ads are placed based either on searches or content, so the Google Network has two components: the Search Network and the Content Network.

The Google Content Network is a large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads.

It works on a PPC (also known as or CPC - Cost per click) basis, so you only pay for traffic delivered to your website. For each click of your CPC ad, one visitor is delivered to your web site.

The image below shows a Google search results page with the Google AdWords ads highlighted (Google marks them under the heading “Sponsored Links”).

Here you will see that while trip advisor is top for natural search, the paid for Google ads are shown above it.

Note also that Expedia are running with an adwords campaign even thought they currently have the second and third places for Natural search.This is because there is a multiplier effect by running both together. It increases the overall number of clicks to your website.

Advantages of Adwords

Multiple ads can be run together making it an excellent way of testing different offers and promotions.

They can be scheduled by day or hour, so you can target ads to your customers at the most relevant times.You can set a daily/weekly limit on spend.

Google AdWords provides excellent intelligence about the type, number and profitability of searches which can then be used for SEO purposes.

This enables the precise tracking of the effectiveness of each search phrase in your campaign. It is easy to determine what the most frequently searched phrases are, what the highest converting (conversion from visitor to lead for example) search phrases are, and what the most profitable search phrases are.

Geo-targeting enables you to target your ads to potential customers located or interested in particular areas.Northern Ireland can be targeted with copy adapted for them (eg with Sterling prices) while Euro ads would run in the South.

They are very flexible meaning we can change ads quickly, run ads on specific days or for example, lunchtime or weekends only.

Content Network: Reaching your customers, wherever they are on the web

The Content Network is a large group of websites and other products, such as email programs and blogs, who have partnered with the major search engines to display AdWords ads.

With contextual targeting, Google automatically targets your ads to the most relevant sites and page placements based on a given page’s content and your chosen keywords. Your ads will be eligible to show on popular news sites, blogs, entertainment pages, industry publications and social networks sites where they can be matched with user interests, and wherever else your users are spending their time.

With the increase in branded search, the content network allows you to increase awareness of your products with customers who are not specifically searching for your brand while they are browsing on relevant sites.

Robust targeting gets your message in front of your audience at the right time and place making it easier for you to find and capture potential customers.

For example the above page shows ads for Hotels in paris targeing at consumers viewing a page on things to do in Paris.

While CTRs are generally lower on the content network, the cost per click is also lower, making it a cost effective addition to a search campaign.

Individual sites can also be selected with placement targeting: you select the sites and ad placements on specific web pages where you’d like your ads to appear.

In addition to the types of sites mentioned above, ads can be placed in online feeds, games, and videos (including on Youtube).You can also select sites by category or target specific user interest segments.

Reporting: We will provide detailed reports reviewing keyword & ad performance and also provide snapshot summaries to give you a quick overview of your campaigns progress.