SEARCH ENGINE MARKETING
OUR EXPERTISE IS GENERATING QUALIFIED LEADS TO YOU
Search engines are a key research tool used by today's business professionals throughout the B2B and B2C product and service buying cycle. The convenience of search and the relative objectivity it provides allows business professionals to easily perform initial market research, compare product offerings from different companies and contact a company once it has been decided to pursue their solution. First page placement for keyword phrases describing your offering will put you in front of the decision makers for your target audience. If your site is not on the first page for your targeted keyword phrases, then many times it will not even be included for consideration, since most searchers only look at first page results.
Pay-Per-Click advertising by sponsoring keywords allows 1st page positioning for keywords not optimized for, allows you to promote "sell" messages, allows flexibility for changing messages anytime, and allows immediate traffic to a website (where SEO can take as long as 6-9 months for affects to be seen). Our search marketing services include:
· Site keyword research
· Competitive keyword research
· Geography analysis
· Creation and testing of ads
· Budget set-up
· Bidding set-up
· Ad group set-up
· Landing page set-up
· Keyword implementation with match options
· Monitoring and bid adjustments
· Revising/Eliminating ineffective terms and ads
· Ongoing budget management
· Google Analytics Review
· Suggestions to improve quality scores
· Conversion tracking/ ROI analysis
· Ongoing reporting and tweaking
SEM/SEO Together
We advise our clients to utilize both Search Engine Marketing (SEM) AND Search Engine Optimization together. Here's Why:
1. Users prefer Natural or Organic listings when researching, and will click on these listings more frequently than sponsored link text ads. But...
2. Because of the timeframe it takes for SEO to work, and due to the fact that no company is able to optimize on every product they sell, SEM complements SEO well and can help build traffic immediately. Additionally, SEM allows "sell" messages whereby SEO listings are purely that: company listings with descriptions.
3. Most importantly, the costs and ad positioning of a Pay-Per-Click campaign rely heavily on each keyword's "Quality Score." Briefly, Google's Quality Score algorhythm places importance on how relevant a landing page is to the keyword sponsored. The higher the Quality Score, the better ad positioning, the more clicks, and the lower "cost-per-click." This means more efficient results and better ROI. So, if a Pay-Per-Click campaign is implemented, and the landing page is not optimized, quality scores will suffer, and will cost advertisers more money.