Search Engine Marketing
Search Engine Marketing, also known as SEM, is an additional form of Internet Marketing that helps promote a website's visibility on the search engine's results pages (SERPs) through the use of paid for advertizing. In fact SEM can be bought as a stand alone package. What this means is that a client does not have to have an optimized website to subscribe to a SEM Package, although having one does yield better results and in most cases can lower ad rates.
Pay Per Click Ads (PPC)
Perry Marshall, in his Ultimate Guide To Google AdWords¹, says this about PPC advertising: "It is about getting in front of people who are looking for what you sell right this moment and get them to respond."
AdWords are a pay per click search engine marketing method that can be incorporated into any internet marketing package. PPC is exactly what it means, the client pays a small fee every time their ad is clicked on. Client's ads appear on the very top or right side of search engine results page everytime a user queries the search engine for a Keyword or Keyword Phrase we are targeting. Ad positioning depends on keyword bid price.
Advantages of PPC Ads
- Instant first page exposure
- No real on page SEO is required
- Brings instant website traffic
- Can be set up within a few hours
- Can target specific Keywords
Paid placements, contextual advertising, banner ads and paid inclusion are all different methods of paid advertising on search engines. Some require PPC budgets, while others ask for a monthly or yearly fee. Most Search Engine Marketing campaigns will include a little bit of each method for a wider search engine exposure.
One of the biggest kept secrets about SEM is the preparation of the target page or Landing Page.
A properly managed SEM Campaign can bring much needed traffic to a website right away. Internet marketing professionals can create the concept for a SEM campaign , write the ads, select powerful keywords and monitor the results. Most people believe that results are measured by the number of clicks to a website. Well excuse me for saying but that is a realy bad metric. Instead Position Front Page believes that since SEM is costing the client money, conversions or sales would be a far better metric and show a clear ROI (return on investment).
For that reason alone creating the right, fully optimized, campaigns would really help increase conversion rates.
Landing Pages, sometimes referred to as sell pages, are designed with one thing in mind, to convert the visitor into a lead or buyer. Good SEM campaigns should be set up with the right landing page. This way when a user clicks on an ad (banner, text, inclusion etc.), they land on a page that answers all their questions and can convert them right away.
The mere mention of PPC scares any business. PPC Costs can shyrocket quickly. But they don't have to. Good Internet Marketing firms can help client's make fixed PPC budgets. A good SEM campaign will have everything planned out and the client will know exactly what to expect in terms of costs. In most cases, Position Front Page for example, always runs under its allocated budget while maintaining above industry average conversion rates.
The most frequently asked question we get about PPC is: "What is a good PPC budget?" The answer is not so simple, but in broad terms, anything less than $100.00 USD per month is a waste of both time and money. The average good budget is between $3000.00 - $5000.00 USD per month.
The second most frequently asked question we get about PPC is: "What can I expect as far as ROI is concerned?" We always tell clients the same thing. If you want $10,000 in sales in one month then you will need to spend roughly 15%-20% of the target figure.
Finally, expert management of PPC campaigns usually involves both a set up fee and a management fee. The set up fee is determined by the complexity of the campaign. The management fee is usually a percentage of the monthly PPC budget.
We cannot say enough about Re-Marketing. Very few are aware or understand what is re-marketing.
Re-Marketing is a tool that internet marketing experts use to ensure that your PPC budget does not get wasted.
It involves tracking a visitor who has seen your website at one point and time.(with in 90 days) This involves a special tracking code on the client's website and every visitor is tagged. When that visitor visits another website that offers paid ads of any type your ad will promptly appear. That is how it works, we basically re-target your visitors, reminding them that they have seen your site and you are waiting for their buisness.
We can go on and on about Re-Marketing but it is best to summarize it like this: No SEM campaign should be launched without a re-marketing budget.
Four important points to expect from your SEM professional:
Keywords/Key Phrases Search
A good SEM campaign should include Keyword research, because user tendencies change. It is imperative that Keyword research becomes a priority.
A SEM professional should be able to determine the best monthly budget for all paid Search Marketing. Once a budget has been set up and approved then the budget can be divided into two main areas. The areas are, pay per click ads (PPC) on Google, Yahoo, Bing, and banner ads on related or relevant high volume websites or through the Google Display Network.
Perhaps the most important part of any PPC campaign is the ads themselves. All ads need to conform to certain standards and should be designed to sell. Your SEM professional and his team should be able to deliver ads that sell.
The most effective way to maximize conversions is to create self sustained micro or mini sites, which will include a landing page and the supporting pages to finalize the conversion. The design and layout of these landing pages is critical. The objective is that the next click goes to the payment page.
Search Engine Marketing is a powerful tool that allows your website to start making sales right away and SEM should be a part of any internet marketing strategy. Position Front Page has put together an excellent starter package that should suit all budgets. This package can be scaled up for clients who have larger budgets. Visit our Search Engine Marketing Package page for more information.
Source: The Ultimate Guide To Adwords
Written by: Perry Marshall