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Forrester Research:
US online marketing will ramp up to $61 billion by 2012

FULLY MANAGED EMAIL MARKETING

Stay connected with your customers via high-impact, highly targeted emails that resonate with your audience. This way to more intelligent email marketing.

OPTIMIZING ONLINE PR

Key strategies to optimize your press releases with tried-and-true online marketing techniques, including SEO and social marketing.

IMPROVE WEB MARKETING ROI

Is your website accessible and friendly? Can visitors find the information they need? Use these ten usability resolutions to improve web marketing ROI.

Marketing Seminars

Driving Traffic To Your Website
Learn how to get qualified traffic to your door using SEO and PPC - a Single Entry Point® seminar with Mike Lascut.

Marketing Seminars

Marketing Highlights

"Working with Single Entry Point has been an invaluable experience – from what they bring to our digital marketing efforts and from an industry education perspective."
Travel Industry Council of Ontario

Web Analytics Tips

Three time-saving features in web analytics: automated reporting, customized dashboards, and activity alerts are simple ways you can proactively take control of your data.

Grab the Low-Hanging Fruit

It is important for travel organizations to focus more on those targets that are easily reachable – 'hand raisers'. Learn more about visitor engagement.

You’ve Got Questions, We’ve Got Answers

Q: We have been running a PPC program for over a year now (we have an in-house PPC manager) and feel like we hit a ceiling in what we can do to optimize sales levels. We are looking for new ideas to improve our overall sales.

A: Despite what search engines are pitching, Pay-per-click marketing is a complex endeavour. And regardless how small or large is your PPC program, there’s always room for expansion and improvement. Here are a few ideas to revive your PPC campaign:

  • If you are currently using Google AdWords only, expand your campaign with other search engines: try Yahoo and Microsoft – many marketers focus just on Google, especially in Canada, and for good reason - Google has the largest market share. However, recent research from Chitika shows that CTR from Bing is higher than Google - "The CTR of users who come to the Chitika network via Bing is over 75% higher than those who come from Google". By expanding your PPC program to include more search engines, you can capture new market share and generate additional sales [chart]
  • Perform a systematic review of your entire keyword catalog and find new search terms opportunities. While you are looking into keywords, take the time to analyze the conversion rate at keyword level – if you have the analytics means. Remove the keywords deemed ineffective and think of ways of improving the ones responsible for generating sales
  • Test new landing pages. Landing pages are probably the biggest factor in the success of your PPC campaign. Landing pages persuade searchers to convert (however you define conversion)
  • Optimize your conversion funnel, especially if you are running an eCommerce website where the path to conversion consists of multiple steps. Invest in a good web analytics software that enables you to answer the question – where are we losing sales?
  • Define a strategy for your non-brand search terms. Branded keywords will always perform well for obvious reasons, but few marketers target non-branded search terms separately and differently. Start by measuring brand versus non-brand traffic in your web analytics package and gain a good understanding of each traffic segment’s impact on your sales
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