The term Search Engine Marketing, or SEM, usually refers to Pay-Per-Click (PPC) or mostly Google Adwords™ marketing, although it equally refers to both PPC and SEO (Search Engine Optimisation) used in varying combinations and to the other strategies leveraged online to drive both traffic and conversions.
Both techniques target and filter their audience through Keywords, and they are usually employed in tandem to maximise exposure, traffic and conversions.
This page is about Pay Per Click – PPC, in most cases Google Adwords™, or less frequently Facebook sponsored posts. On screen they are usually noted as being “sponsored links”.
In the case of Google Adwords™, text ads can be displayed across a variety of Google products, such as YouTube and gmail, or restricted to only the Search Engine Results Pages (SERPs) or both the SERPs and Google’s “Display Network”, which is the network of sites that carry Google “Adsense” ads and that receive payment when these are clicked on.
Adwords appear both at the top of the search result listings, vertically down the right hand side of the results pages and along the bottom of the page. Your ad’s position is determined by a bidding process, and the best value is often be obtained from less-popular keywords where competition is less active.
Search Plus provides PPC Management, so your ads are professionally written, developed into campaigns that match your marketing goals, measured and adjusted for both optimum pricing and keyword profiles.
Like SEO, this is an ongoing process that requires specialised knowledge and an ability to determine not only your desired outcome(s) but also how to exactly target those sections of your market that are searching for your products or services.
PPC: the benefits
1. You are always on Page One of search engine results. Paid ads are the only way to guarantee this, although many search marketing companies claim that they will get your site appearing on “Page one of Google”, this is one of two possible techniques, and the only technique that can be retained in the long term.
2. You start to build your traffic profile straight away. As searchers in your target market click through to your site, it raises your organic (unpaid) search result position because Google determines your site is more valuable to it’s users. And you start to appear higher in the organic listings, or SERPs (Search Engine REsult Pages).
3. It is cost-effective and predictable. You know what your budget is and what your spend will be every month. Part of our management on your behalf is to optimise your ads’ display position while reducing your costs as the campaign matures and Google raises your “Quality Score” – or how well your ads meet the intent of its searchers.
You can limit your spending to a pre-determined level, so you can incorporate exact costs into your marketing budget.
4. By varying the Adwords to understand which versions drive the most traffic, we can incorporate the best keyword phrases for into your organic search strategies, as part of Search Engine Optimisation.
Once your site has become established and is attracting sufficient visits from Organic and referral traffic alone, you can assess whether the PPC ad campaign is still creating value for your business or you can survive on the traffic generated by your SEO techniques, which typically take several months to show consistent results.
If you’d like to know more, please call or email using the number or link at the top of this page.