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Logical
Events' Mission |
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No.
1 placement on search engines for our clients |
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| Online
advertising spend to top £2 billion in 2006 |
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The
paid search sector has experienced phenomenal growth in the
past year. The Internet Advertising Bureau expects revenue
generated from online advertising in the UK to exceed £2
billion in 2006 (Times
Online). Those companies nimble enough to manage the inter-relationship
between their own activity and that of their competitors will
achieve the successful exploitation of the constantly evolving
electronic landscape. Logical Events provides you with that
expertise.
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85% of
web users discover websites through Search Engines*
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more than
half of these have clicked on paid search results*
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70% of
all online transactions originate from search* |
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almost 8
out of 10 web users say they begin shopping online at a search
engine* |
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(*figures
courtesy of Neilsen/Netratings, Forrester/IAB) |
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| Search
Engine Marketing (SEM) – What is it? |
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Put simply
search engine marketing is the use of internet search engines,
principally: Google, Microsoft Live (formerly MSN) and Yahoo
to promote your company, its products and services. Search
engine listings are of two types natural (free) and paid for
(sponsored). Search Engine Marketing (SEM) exploits a variety
of techniques and technologies to maximise a company’s
exposure on the major search engines both in the free and
paid for listings.
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Building
and maintaining a successful natural search campaign is an
ongoing process that requires constant development and attention.
Logical Events bases its natural search campaigns on detailed
website optimisation plans which are individually tailored
for each of our clients. We provide a flexible strategy that
is able to adapt at all times to the fast changing search
environment.
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| Paid
Search • Sponsored Listing • Pay Per Click Advertising
(PPC) |
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In
the last couple of years, search engines have started to offer
an "auction" service in which website owners bid
for top positions on certain keywords. The highest bidder
for a chosen term ranks highest in the search engine results
for this term, the next highest appears second etc. The price
of the bid is charged to the website owner whenever a user
clicks on their entry. This is known as paid search, sponsored
listing, or Pay Per Click (PPC) advertising.
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The
most well-known search engines offering PPC advertising are:
Google, Microsoft Live and Yahoo. Good listings in these engines
are vital to running successful search engine marketing campaigns.
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PPC
advertising is a direct response tool that promises fantastic
return on investment (ROI). It currently accounts for around
40% of online advertising spend – and is continuing
to grow. However, much of the advertising money spent is inefficiently
used due to hastily planned or ill-conceived campaigns and
lack of consistent professional level campaign management. |
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This
coupled with increased competition demands that companies
need a strategy that will maximise the potential of their
PPC budget. |
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Pay
Per Click advertising is a marketing revolution as: |
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it
provides immediate contact with people who are looking
for the product or service you offer
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you
only pay when someone takes action (hence Pay Per Click)
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campaigns
are all measurable and fast to implement |
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it
allows selection of geographic coverage of advertising
campaigns |
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The
advanced PPC strategies Logical Events implements ensure that
our clients and their services feature at the top of internet
search pages. Through the use of our search engine marketing
expertise we maximise the return on every pound spent (ROI). |
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| Why
do Search Engine Marketing? |
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Your
customers interact with your brand through many different
online channels. Creating an online synergy through search
enables you to capture every opportunity. Top visibility in
Google, Microsoft Live and Yahoo! for relevant search terms,
means increased visits to your website that you can convert
into valuable customers or clients.
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With
over 20 billion web pages vying for attention, getting top
ranking in search engines is becoming an increasingly complex
and competitive task. Website and search engine optimisation
improves rankings dramatically. |
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Logical
Event’s natural (free) and paid search services provide
the most cost-effective online marketing tools available today.
Our SEM expertise is based on a unique collaboration of software-based
and human intervention. |
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The
basic premise of search engine optimisation is that humans
behave in a linear, truly predictive fashion. This is not
the case. We believe that search engine optimisation is best
executed by the intelligent deployment of specialist software
coupled with human analysis. |
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| The
Logical Events SEM strategy |
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Logical
Events provides clients with a proven step-by-step approach
to Search Engine Marketing. Our understanding of both the
online marketplace and equally important business process
is second to none.
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In-depth
understanding of a client’s competitive landscape transforms
search marketing performance. By focusing on business fundamentals
we provide genuine long term benefit rather than short term
tactical initiatives. |
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| Website
and Search Engine Optimisation (natural search)
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Website audit and usage assessment |
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Optimisation of all driver keywords – ensuring
search engines and customers can access your site |
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Search
term research – embracing the search terms your
customers use |
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Competitor
analysis – assessing keyword drivers used by
your competitors |
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Website
content optimisation – defining and creating
the range, depth and topicality of content needed
to leverage your customers search behaviour |
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Website
metadata and metatag research – defining the
metadata required to optimise your site |
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Web
analytics and optimisation |
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Link
equity – building online communities to drive
relevant links to your site |
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| Paid
Search (Pay Per Click Advertising) |
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Account review establishes PPC objectives |
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Campaign management and reporting – to maximise
visibility and conserve costs |
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Detailed
keyword planning – creation of bespoke keyword
list, researched giving the most relevant key terms
for your products and services at the best possible
price per click |
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Copywriting
and testing multiple advertisements |
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Budget
planning and sales analysis |
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• Design
and implementation of tailored campaigns including
active bid management to increase customer conversion
and advertisement prominence within approved budget |
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Tracking
customer traffic post click to gain customer insights
to apply back into the campaign to gain greater ROI |
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Bespoke
account analysis provides monthly review of PPC strategy
and how to enhance campaign performance – report
includes keyword performance, page impressions, click-through
rate, cost per click, spend |
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| Consultancy
services |
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Training and corporate mentoring |
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| SEO
(Search Engine Optimisation) - a case study |
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Our
client is a leading property investment company representing
luxury resorts and property developments worldwide. Gaining
page one visibility on Google in this highly competitive sector
was proving difficult for the company.
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Working
within the context of the client’s business goals Logical
Events identified the individual keywords of significant importance
to ensure that our client captured the majority of UK users
seeking overseas property investment opportunities |
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this involved ensuring that all content needed to be: |
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accessible to search engines’ automated indexing
software (spiders) |
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highly relevant |
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credible
in terms of link popularity |
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Logical Events
conducted a series of technical adjustments to allow spiders
to index the pages of the site, made mark-up and context
related changes across the entire site to improve relevancy
to the keywords and ran a substantive link development campaign.
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We
devised, implemented and run an on-going Pay Per Click advertising
campaign on Google which features between 30 and 40 advertisements
being triggered by several thousand keywords. |
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It
works. Website traffic has doubled within
six months and is growing by an average of 10-20% month on
month. Sales leads have increased significantly as a
result. |
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Specialist
in the field of Pay Per Click advertising and paid search
we define and operate successful electronic marketing programmes
in a range of market sectors, both business to business (B-to-B)
and business to consumer (B-to-C), including: |
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Property
Investment •
Property Development •
Leisure
Travel
• Hotels • Restaurants
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Media
Production
Retail
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E-commerce •
Consumer Marketing
Catering
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Retail •
Pharmaceuticals |
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| CLICK
HERE
for a free evaluation of how your business
can benefit from the Pay Per Click Advertising Revolution or
call us on: 020 8392 5065 |
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Logical
Events Limited, 326 Upper Richmond Road West, East Sheen, London,
SW14 7JN, UK |
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T:
+44 (0) 20 8392 5065 |
F:
+44 (0) 20 8392 5060 |
E:
info@logicalevents.co.uk |
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| Last
updated: 7 October, 2008
Problems with the site contact the Webmaster
@ Logical Events
© 2008 Logical Events Ltd: Electronic marketing (e-marketing),
search engine marketing, pay per click advertising, website optimisation
in East Sheen, Richmond, London, England, UK
Logical Events Ltd. Registered in England No: 3106153. Registered
Office: 326 Upper Richmond Road West, London, SW14 7JN.
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