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Search Engine Marketing (SEM)
Pay-Per-Click (PPC) Advertising
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Search Engine Marketing (SEM) Services also known as Pay-Per-Click (PPC) Ad Management helps you with the "paid" or "sponsored" listings you see sometimes on the top and right hand side of the Search Engine Results Page (SERP).
These
"sponsored" links which can be bought just like a Magazine Ad, except that you only pay for it when someone clicks on your Ad link. Your Ad can consist of your Title, Ad Text/Description, and URL Link. This is a pay per performance type of marketing which never existed a decade ago. Finally any business can afford direct and targeted Advertising for the fraction of the cost of a traditional Magazine Ad. Also it's important to ensure you have the best Ad Text possible, because the wrong one such as including the word "Free" or not including the right product/service keywords can greatly affect your performance.
The best part of SEM/PPC:
1) You only pay for people that actually click on you, so you are not wasting money in the wrong places if you manage an effective campaign.
2) These are people looking for your products and services, which are very targeted leads versus very cold leads through telemarketing or direct mail services.
3) You can adjust your budget as well as your Ad Text and the areas or keywords you want to advertise on almost instantly, sometimes within minutes, and sometimes pending approval within days. This versus magazine or print Ads which you're stuck with and can't improve until the next issue or printing.
However, some draw backs are that companies that don't pay close attention to detail can find themselves still spending over their budget and not get a fair return on investment (ROI).
One of the most critical factors when operating a Search Engine Marketing Pay-Per-Click campaign is an ongoing managing, reporting and analysis of your campaigns. Each of the Search Engines provide statistics on how many people click on which keyword. It's imperative that you have someone dedicated on a monthly basis to manage your SEM/PPC campaign as well as measure and report the outcome. A skilled analytical Search Engine Consultant can give you a full performance report which in turn can help find:
1) Problem areas to improve upon with possible better Ad Text or higher/lower Ad position.
2) Validate successful areas to increase your Ad budget in the right places
3) Help find
additional related Keywords to Advertise on.
There are also many factors involved in managing an overall Search Engine Marketing / Pay-Per-Click campaign.
Contact us directly for more information.
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