7 tips to optimize search engine marketing in Singapore

In Singapore, the heart of the web’s success is in connecting people with information. As consumers become more price-conscious, especially during downturns, they’re spending more time online researching purchases and finding good deals.

Industry figures show that not only are there around 3.7 million users in Singapore, but on average, Singaporeans spend 25 hours on the internet each week.

This means that businesses in Singapore -- whether big or small and medium enterprises -- are missing out on the huge potential to reach their target audiences if they move slowly in embracing the online advertising model.

The internet is changing the rules of consumer engagement rapidly and provides an opportunity for businesses to reach new and existing customers locally or internationally through online advertising, and more specifically, through search engine marketing.

Research indicates that over 47% of the internet users in Singapore go online to research products to buy. Even if they go on to make their purchase in a physical store, everything from search engines to social networks to blogs are playing a bigger role in driving that purchase.

Smart businesses know that if your customers are online, then the best way to connect with them is to join them there!

Getting the most out of search engine marketing, on a budget

Search engine marketing is a highly effective, affordable advertising strategy employed by many SMBs during economic downturns.

A search engine marketing platform like Google AdWords enables businesses to reach existing and new customers anywhere in the world -- consumers who are actively looking for the products and services these businesses offer -- by displaying relevant ads alongside search results.

Businesses only pay only when a potential customer clicks on their ad. This essentially means that every dollar of your ad budget is cost-effectively used to attract qualified sales leads.

There is also no big upfront cost and businesses can set a limit on their daily or monthly budget to monitor and control their ad spend.

Here, we provide seven practical tips to help you get started on search engine marketing and achieve better results:

1) Know your audience. Precision is the key to search engine marketing programs. You want to reach the right users at the right time. Take a good look at the products and services you’re selling and the customers who are buying.

2) Identify your key goals. Stay focused on how to reach your customers.

You’ll need to know your ultimate goal – be it increased traffic, customer conversions or brand awareness – so you can measure success. Structure each campaign based on a simple, overarching goal such as a category, product line (shoes, coffee or machines), or theme (seasonal or promotional).

3) Choose powerful keywords. Choosing keywords is both an art and a science. Think like your users do, brainstorm your list of keywords, then narrow your focus to reach the most targeted audience possible.

Use 2-4 keyword combinations instead of general keywords.

Understand which keywords work best for you and increase your bid on those words to maximize your return. With a carefully chosen list of keywords and a regular review of resulting conversions, the results reaped by a business can be highly measurable.

4) Write “must-click” ads. It’s time to write the ads that users will see when they search on your keywords – the ads that will make them feel they must click on your ad to learn more.

Typically, you’ll have three short lines of text with which to grab your potential customers’ attention. To get your ad right, try these tips:
– Include your keywords in your title and description
– Convey key product benefits
– Get to the point quickly
– Write copy that includes a strong call to action such as “buy now” or “sign up today”
– Direct users to the landing page that is most relevant to your ad

5) Hit the right users with the right ads. Once you know your potential customer, you can target individual campaigns to reach your audience. For a global business, it is best to write and target ads that are very specific to a particular geographic area.

Spread the word by tailoring your ads in a variety of languages.

6) Track your results. After your campaign goes live, measure the outcomes regularly. Keep a close watch on your account statistics, review your own web logs, and use conversion tracking software (available for free through some advertising programs).

You can track results in real-time, make changes to your advertising strategies, rectify mistakes immediately and get better results.

7) Test. Adapt. Thrive. Continually review what you’ve set up as the online advertising environment is very dynamic. Leverage free web tools such as Google Analytics to better understand customer intent and what type of product or service the customer is really looking for online.

A web analytics tool can be invaluable in helping you gauge the mindset of your visitors when they land on your website. Don’t be afraid to make changes and try new things.

Advertising online through a search engine marketing platform should be an essential part of every Singaporean business’ strategy. It allows you to connect with potential consumers in Singapore and around the world 365 days a year at the moment that they are searching for your product.

It also takes the guesswork out of figuring out the demographics of your audience and what products they may be interested in. With search engine marketing, get your brand, products and services out to the vast untapped pool of potential customers online in a cost-effective way to successfully grow your business in these tough economic times.