Online Web promotion can be difficult and time consuming, especially
for small or mid-size businesses where people, resources, and time are in short
supply and high demand. With so many ways to promote business online, eTuitive is
continually exploring the right marketing solutions that "make a dime work like
a dollar" for clients such as Intuit IT Solutions and OutlookSoft. Specifically,
eTuitive strives to satisfy client requirements with regard to reach, effectiveness,
relevancy and cost - objectives met wholly through Marchex Pay-Per-Click.
Marchex Pay-Per-Click Campaign
Since May 2004, the utilization of Site-Specific PPC category ads
has enabled eTuitive clients such as Intuit IT Solutions to bid for pay-per-click
listing placements on premium publisher sites and categories relevant to their businesses.
The high quality of trust encompassing publisher brands is the underlying strength of Site-Specific PPC category ads.
By partnering with leading publisher sites in creating specific
content "categories", Marchex Pay-Per-Click enables marketers to reach influential decision-makers
with greater impact and efficiency. Results have shown that a reader who is actively
involved with quality content is a more qualified lead, and is therefore more likely
to convert to a customer. eTuitive clients including Intuit IT Solutions are presently
leveraging Marchex Pay-Per-Click to reach readers and visitors on publisher sites, such
as those shown on the right:
To ensure relevancy and fairness in the ad placement and positioning
process, Marchex Pay-Per-Click leverages a well-formulated algorithm system. Both bid amount
and copy relevancy play a key role in influencing where and how ad listings appear.
For example, the higher the client bids for a particular category or key phrase,
the higher the listing will appear on relevant content and search sites. Furthermore,
ads that are more relevant in content to their associated sites and categories will
receive better positioning. This formula proves a "win/win" for both advertisers
and publishers, not to mention actual users who benefit from quality, relevant listings.
Through Marchex Pay-Per-Click, eTuitive consistently meets its four
key client objectives:
As a result, eTuitive clients including Intuit IT Solutions, OutlookSoft and others
continue to realize measurable value through Marchex Pay-Per-Click advertising.
Extensive Reach - Reaching targeted B2B prospects, one of Web marketing's
greatest challenges, is effectively met through Marchex Pay-Per-Click and its broad network
of content-relevant publisher sites. Reporting has shown that eTuitive clients leveraging
Site-Specific PPC category ads and PPC keywords see significant traffic volume
resulting from these Marchex Pay-Per-Click offerings. For example, Marchex Pay-Per-Click is one
of Intuit IT Solutions' top traffic and conversion drivers, making it a key and
essential component to the company's online marketing strategy.
Highly Effective - eTuitive clients continue to
realize measurable value through Marchex Pay-Per-Click. For many clients, in fact, eTuitive
reports that click-through and conversion rates with Marchex Pay-Per-Click can be amongst
the highest and most effective. For eTuitive, the ultimate goal is to maximize client
visibility on the Web and ultimately click-through rates, conversions, and revenue
generation. Marchex Pay-Per-Click, through its platform of content-relevant Web sites,
makes this possible. As Marchex Pay-Per-Click works to expand its platform of quality,
relevant Web properties, eTuitive clients continue to benefit through this added
reach and exposure.
Cost-Effective - Relative to other online marketing campaigns,
eTuitive clients continue to realize significant value through Marchex Pay-Per-Click. For
example, eTuitive has found that average pay-per-click and cost-per-conversion rates
can be significantly lower with Marchex Pay-Per-Click than through comparable search and
contextual campaigns appearing on Google or Overture. In working with clients, identifying
and implementing the ideal "online marketing mix" continues to be one of eTuitive's
top priorities. Over and over, eTuitive has found that Marchex Pay-Per-Click proves an
integral part of its clients' overall online marketing mix from a cost and performance
Relevancy and Top Ranking - Through Site-Specific PPC category ads, eTuitive
clients continue to meet their branding, awareness, and traffic generation requirements.
Intuit IT Solutions, for example, currently holds over 220 "Top 6" positions throughout
the Marchex Pay-Per-Click network, with approximately 91% of the listings ranked in the
top three positions. This is especially significant when considering that Intuit
IT Solutions' listings are featured prominently on branded, highly-trafficked publisher
sites - all boasting a targeted audience with massive readership. Even more impressive
is that Intuit IT Solutions has consistently achieved top positioning on relevant
publisher sites through its Site-Specific ads campaign. Ongoing studies continue
to validate the importance of "top 3" positioning with regard to branding and click-through
activity. Simply put, higher ranked listings generate a majority of click-through
activity - especially when combined with relevance. The fact that Intuit IT Solutions'
listings continue to enjoy top positions throughout the Marchex Pay-Per-Click network is
a testament to their relevancy and effectiveness. Ensuring ad relevancy is a top
priority at Marchex Pay-Per-Click. Marchex Pay-Per-Click's sophisticated relevancy ranking system
combined with a dedicated account management team ensures that only the most relevant
listings achieve top positioning in the search results.
Convenient Tracking System - Measurement and tracking are key components
of any online marketing campaign. Too many companies fail to consider this when
implementing search engine marketing or other forms of online promotion. Unlike
other contextual-based search services, eTuitive has found that Marchex Pay-Per-Click makes
it particularly easy to add campaign tracking codes at the syndication level to
more effectively track and measure which Web properties are generating the lion's
share of traffic and, more importantly, conversions. Where other contextual-based
networks fall short in this area, Marchex Pay-Per-Click's intuitive interface makes it exceptionally
easy to manage client listings from a copy, URL, and campaign reporting perspective.
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