theEword Academy: the basics behind online marketing

Online marketing assistant Holly O' Boyle

theEword online marketing assistant Holly O' Boyle explains the basics behind pay-per-click campaigns

As an online marketer at theEword, it is my responsibility to generate and monitor a number of online advertising campaigns for a variety of different clients.

Know your keywords

Every online marketing campaign requires a keyword focus. It is vital that time is set aside for comprehensive research to determine the search terms which will produce a good ROI for a client. There are many different tools you can use to focus online marketing campaigns: Google AdWords and Google Insights being just two.


Online marketing isn’t just about finding the right keywords. You need to be able to pinpoint the times these searches are being made. You want to maximise the number of users exposed to the advertisement. Run the campaign during a period when many users are searching for the term. This guarantees an advertisement maximum exposure.


Online marketing also needs to take a client’s budget into consideration. While a client may want to advertise on a competitive (read: expensive) term, it may be more profitable to run their pay-per-click campaigns on a series of cheaper, long-tail keywords. Indeed, it is very possible that a focused long-tail query is more likely to convert than a generic one.

Geo targeting

A client on a smaller budget may also want to consider geo targeting – bidding on general terms in a specific region. Terms which include a location, such as ‘restaurant Manchester’, are considerably less expensive than a cost-per-click campaign focusing on a generic keyword, like ‘restaurant’.

Understanding the audience

It is our mission as online marketing employees to produce an ROI for clients. This means we have to understand our audience. It is a cliché, but we have to keep ourselves in our customer’s shoes. Yes, we can use Google’s trends and tools, but there’s more to online marketing than monitoring search patterns.


Innovation is a necessity. It is our responsibility to attract the appropriate user and this means we have to establish new methods to draw in paying customers. We need to look at user behaviour and establish how we can produce results, increase conversions and, ultimately, grow a client’s business within their budget.