The simple fact is that if you want to succeed on the Internet, you need to have a marketing strategy and budget for success. BREMIT will work with you to create an overall marketing plan tailored for your specific business.

So what happens next?

Launching a well thought out marketing campaign typically results in virtually instant traffic. Now, ongoing marketing analytics becomes the key to maximizing the campaigns success. The overall marketing campaign is broken down into several sub-campaigns. These sub-campaigns are comprised of individual marketing portals. Each portal (which controls listings on each of the major search engines and directories), has its own interface, set of rules, and competitors for keywords. It would be nice if they there was an industry standard, but as it is, they all have different features and guidelines. BREMIT deals with these portals everyday! We know how to get the most out of them and we know how to deal with the competition that our clients are up against.

So what does all of this mean?

Creating your initial keyword list and activating accounts with the portals is the first step. The second step is to track and analyze the performance of several important things:

• The quality of the clicks. We track your clicks at the keyword level. This means that when a consumer clicks on your link from a search engine, we know exactly which of your keyword phrases they typed in to the search engine. We can now look at the each keywords conversion rate to determine quality.
• The cost of the clicks. The great thing about PPC, is that you only pay when someone actually visits your site. The consideration here is to understand your cost per click in terms of conversions. Some keywords will perform better than others. With this knowledge, we continually manage your bids to insure the best position available for keywords that are high quality and lower bids for keywords which are not providing sufficient conversion rates. We call this "keyword weeding" and it is vital to ongoing success. There are a lot of intricacies that few realize about bidding for positions from 5 - 10 and beyond... BREMIT knows!
• Quality/Effectiveness of titles and descriptions. For every single keyword phrase, we can control the title and description which are displayed when a consumer finds you through a search engine. Many of your keyword phrases may be similar enough to use the same title and description for a group of listings, but many others may need to be customized to perform optimally. Also, consideration must be given to which page within the site the consumer should be directly linked to. Each portal has different rules for titles and descriptions (one may provide for 40 characters in the title/190 characters for a description while another allows only 25/70). For many keyword phrases, it is important to work the keyword phrase itself into both the title and description (studies have shown that by including the keyword phrase itself in the title and description, consumers are more confident that your site will provide what they are looking for and up to 50% more likely to visit your site). We know how to write effective advertising campaigns based on the criteria of each individual portal and specific keyword phrases.
• Quality of the portal. First, some search engines work better (provide more targeted results) for certain search terms than others. Second, some portals decide to add new affiliates (companies who provide there own search results powered by the portals bid ranking). This is important, because a portal is only useful if it provides consistent quality traffic. There are some portals that have become useless due to affiliates clicking on links blindly just to increase their commissions. BREMIT stays on top of the quality of portals and will not hesitate to terminate a portal if they fail to deliver genuine qualified traffic.
• Additional keyword phrases. The number of keyword phrase combinations possible for any product/service is almost limitless. By analyzing all keyword phrases across all campaigns, we can focus on creating new keywords based on the root words of successful keywords. In this way, we can replace any poorly performing keyword phrases with more targeted ones and so on.

What about banner advertising?

Depending on your specific product and goals, banner ads can be effective in both increasing traffic and building brand awareness. Most banner ad programs today offer pricing based on CPM (cost per 1000 impressions) and since there is usually no guarantee as to amount of actual clicks, banner advertising can be somewhat more risky. Also, there are some new, more cost effective banner ad programs which work on a PPC basis which can be more specifically targeted. As part of our overall marketing campaign, we will advise you on which if any banner advertising could be beneficial for your site.

What other marketing is there?

Every site is unique and may have other marketing avenues. It really depends on what your product or service is. For example, if you sold a custom line of clothing for skiers, there may be opportunities for you to form partnerships with other sites which feature other skiing related products or services. These partnerships can be as basic as featuring links to each others sites or more involved partnerships which involve direct sales or referrals. BREMIT will be there to offer you consultation and to implement any site changes/code implementation required to participate in any such partnerships.