FORTE CULTURA E-Marketing-Guide

Guideline for effective e-marketing for fortified heritage 22 Our recommendations for Search Engine Advertising Decide whether the paid search advertising should be a part of your online marketing and fits into your strategy. If so, you commit yourself to set a budget for advertisement and plan your campaigns. So if you have not set up your Google Adwords account for your fortress, do it now! Tip 1: Do your homework first! Check and optimize your website's content in the field of SEO. Work out your keywords to match your offers. Test the user-friendliness of e.g. ticket- ordering process. Does the user get all the information that he is looking for in the search engine when entering the keywords? Tip 2: Do not start unprepared. A poorly planned campaign not only causes unnecessary costs but can also significantly affect your image. Plan varied campaigns for your different marketing objectives. Check your budget regularly and be flexible. If you find that your budget is reached after half a day from clicks by visitors who convert, you should adjust your budget accordingly. Tip 3: Check the performance of your campaigns at least once per week. Which ads are clicked most frequently and which keywords work best? Find new keywords and filter out inappropriate ones. Optimize your campaigns with daily budgets and times when the ads are active. Tip 4: Make time for SEA. If you are unsure and have little time, get some advice from an agency. Checklist – SEA Do you have keywords that match your content and marketing objectives? Do you update your keyword list regularly? Do you look for new keywords and filter out those that perform poorly? Do your ads match your landing pages, do they lead the user further and fulfil your mar- keting objectives? Have you defined goals for each ad campaign and integrated tracking codes to measure success on your website? Check and optimize your campaign results on a regular basis!