Posted by K.B. Reidenbach
By applying a self-funded marketing model to your paid placement search engine marketing campaigns, you are arming yourself with the information necessary to make data-driven marketing decisions that will increase your SEO campaign’s profitability.
A self-funded marketing model will give you the ability to hold your marketing dollars accountable and allow you to apply a true ROI to your media investment and quickly measure the success or lack of success of your digital campaign.
When applied to a paid placement search engine marketing campaign, the self-funded marketing model will allow you to see the true ROI of each individual keyword and text ad that is running in your SEM campaigns.
This type of reporting will determine which elements of your SEM campaigns are paying for themselves with a positive ROI and those keywords and text ad themes can be applied to all SEO initiatives.
Once you have determined your most profitable keywords and themes, it is important to incorporate those into your SEO strategy.
Your customers have essentially told you the keywords that will generate the highest ROI for your marketing dollars and it is very important to use that information to optimize your site content to incorporate those keywords and themes. You have the data to support making these changes to your site content so it is imperative that you use it to continue to push your business forward.
Examples of site elements that need to be optimized include:
- Title Tags
- Meta Tags
- Image Names and Alt Image Attributes
- HTML Body Copy
- Header Tags
- Navigation Links
- Anchor Text
Once your SEO campaign has incorporated the keywords that generate the highest ROI, you are now increasing the visibility of your most profitable content and your revenue should continue to trend in a positive direction.
This was all made possible because you applied a self-funding model to your paid placement search engine marketing campaigns and were able to make data-driven decisions about what keywords to include in your SEO strategy.