Search Engine Marketing (SEM)

SEM can be one of the most effective ways of building your online business. There are millions of businesses on the web and you've probably noticed that you have a lot of competition ahead of you in organic search results. Optimizing your website to get found on page 1 of Google or other search engines may not be enough.

What is search engine marketing?

Trane PPC AdIt's the practice of marketing your online business using paid ads. You've probably seen the small ad icon at the top of Google's search results attached to a few ads listed above the organic listings and at the bottom of the page. Advertisers bid on keywords that users of Google and Bing search tools might enter when looking for certain products or services.

These ads are referred to as pay-per-click (PPC) and are available in different formats. Some are small, text-based ads; some are extended ads like the one above; others like the product listing ad shown below are visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.

The greatest strength of SEM is that advertisers can build a campaign to get their ads in front of consumers who are ready to buy. Consumers have researched the brand, the product, and will most likely click the ad that relates to their search.

Creating An Ad Campaign

The goal should be to get your ads placed in the best positions at the lowest cost. This requires a strategy focused on keywords and a quality score. What determines your quality score?

• It starts with the relevance of your ad copy to the keyword.

• The landing page must be relevant to the ad.

• The ad's click-thru-rate (CTR).

• The history of the account's performance.

Step 1

We start with a plan to choose the product or service you want to sell; set a budget for customer acquisition; and estimate your maximum cost per click.

Step 2

We research your customers, keywords, and your competition.

We build your search keyword list; identify keywords to block; identify buying and research keywords; then we organize keywords into groups; and determine types of ads (text, extended, display).

Step 3

Your ad campaign's success is dependent upon your audience, offer, and your ad copy. Therefore, we start by analyzing your competitor's offers, then set your offer's structure whether it's get a free sample, special discount, financing, or building Brand Awareness. Additional things to take in to consideration include price, the reason why you're making the offer, and the deadline. (e.g. Offer ends in 30 days.)

Step 4

We build more than one ad to run during your campaign.

We focus on how to get more people to click on your ads and take action and at the same time work to achieve a lower cost-per-click and better ad position.

Step 5

If your website doesn't have a relevant landing page with a call-to-action for your ad, you will lose the opportunity to convert your visitor to a customer. We build landing pages with a call-to-action for your ad's link.

Step 6

We set goals and monitor your campaign's traffic, phone calls, keywords, cost per click and make adjustments to improve your ad's performance.

Step 7

We provide reporting to keep you in touch with your campaign's performance.

If you really want to succeed with your ad campaign, you'll need to regularly review and refine your account's performance. This includes monitoring the status and progress of your ads, keywords, and cost-per-click. This can take a big chunk out of your work week.

Don't worry. We will set-up your campaign, monitor it and make the necessary changes to improve its performance for getting more clicks, reducing your cost per click, and improving your quality score.

Get more information for starting a PPC campaign.