Paid traffic is often thought of and marketed as “PPC”. But to marketers who think beyond spending ad dollars on Bing, Yahoo and Google, the answers can go further. For this reason Siege Media thinks of “paid traffic” as a better delimiter of the traffic as a segment, because not all times is the core KPI driven entirely through clicks. Also, “Search Engine Marketing” does not properly define the methodology, as the process is not driven entirely through action on the search engines, although it does play a primary part. Instead, we think of it as “paid traffic” – traffic we must directly purchase in some form in order to receive.
One of Siege Media’s core efficiencies is identifying organic advertising opportunities. Organic advertising is the act of finding posts that rank highly for keywords we would like to rank for – and then advertising on them by purchasing white-hat, in-content links and/or banners to funnel that traffic back to our business.
By leveraging what we know about keyword research and high converting keywords internally, we can leverage existing knowledge of potential clickthrough on a search result and furthermore, the disconnect between webmaster awareness of the pure value of old posts getting organic traffic to create high ROI traffic opportunities for our business.
SOCIAL MEDIA – TWITTER AND FACEBOOK
Twitter and Facebook continue to be high growth advertising opportunities for many businesses, and the ability to harvest paid promotion of high quality content is a goldmine not just to drive conversions, but to drive future growth of the business through awareness and increases to the long term potential reach of social accounts. Both of these channels offer additional ways to create viral drive for content creation, creating backend opportunity for real growth that backlinks and additional eyeballs can create in the long term.
Siege leverages both modules at once, creating not just first-tier conversion events but also the secondary ones that must work in unison with the content (and SEO) team to fully capture the potential they provide. In addition, we explore potential to refine social push and explode revenue by narrowing down social targeting to best capture the appropriate persona targeting needed to match product with the specific needs of your consumer base.
By hybridizing direct response and acceleration of your content marketing, we maximize the brand equity you’re building and also the potential these social offerings offer to create immediate growth – without sacrificing the long term returns you’re aiming for that come with continued inbound marketing efforts.
PAY PER CLICK SERVICES
Although we prefer building more high ROI channels, it would be wrong to ignore a profitable way to grow your business – which is often through advertising platforms like Google and Bing, which have huge audiences to target. By blending the marketing skills of our SEO channels with the metric-driven brains of our PPC team, we can create a marketing campaign that takes advantage of holes in the market and drives huge ROI for your initiatives. With experience generating PPC ROI in the most difficult of verticals, such as mortgage and insurance, we know what it takes to get PPC driving large conversion growth for your business.
In addition, our PPC teams work holistically with our SEO initiatives, often testing new verticals and keyword ideas by creating landing pages and testing conversion opportunity through PPC testing. By identifying optimal title tags and also establishing a realistic conversion rate for a new keyword set, we can create better expectations once we begin ranking, and/or make data-driven decisions on whether or not to compete for a keyword or keyword set in general.