Based on the Budget,
I manage advertising and search engine optimization (SEO) campaigns. I recommend beginning with Google Adwords to set a foundation for the campaign, and then broadening channels afterwards. In all cases, I insist on maximizing conversion ratios through A/B split tests, and I have found Google Analytics to be invaluable for its statistical and comparative features.
In most cases, I also recommend some SEO too. To see good SEO at work, simply search for “boston web programmer” and find my site. It doesn’t require much imagination or computer savvy to understand the power of being right where your customers are looking. Heck, it’s of the same fundamental importance as your business’ location!
Not All Traffic is Created Equal.
As a matter of fact, all traffic is inequal, and often times you’ll find yourself comparing apples to oranges. With some experience and the right software, however, you can boil it all down to one simple equation: cost / conversion.
As you’d expect, you’re likely to find that search terms including the name of your local geographic area tend to convert well. Similarly, terms focused on common words within your business targeted specifically to users located within your geographic range works well. But one thing that is always difficult to predict is which particular industry-specific words will help your business the most. Inevitably, low-budget trial testing will answer the question.
Don’t Stop There,
Because you’re probably still paying too much for even the best-converting terms. The reason is, essentially, because your ad text could encourage a higher Click Through Ratio (CTR), and as a result, you could be getting a better bang-for-your-buck.
If You Can Commit to It,
Then your next step is the often unpredictable uphill battle for first-page search engine results. And while there are several highly effective techniques to improve your ranking, the amount which it can be improved hinges on:
- The level of competition your website has.
- The age of your domain name, whereby older is better.
- The amount of links going to your site, whereby more is better.
For More Information,
Just ask. Once I know your domain name and a couple of example searches that you’d like to appear for, it only takes about 10 to 15 minutes to determine the probability of success.
If I believe your site has potential, then I am willing to work under whichever payment terms you are most comfortable. You could pay the least for a flat hourly rate, a higher fixed price if you’d like a money-back guarantee, or the performance-dependent rate of a pay-per-visitor (or conversion) program.
