Search Engine Marketing (SEM)
No place on the internet brings hotter leads than the search engines, and search engine marketing is one of the most effective ways to capture this traffic on short notice. Unlike traditional marketing, you only pay for the traffic that actually clicks on your ad and visits your site. You don’t waste any time paying for ads that are seen by people outside of your target market.
But there’s more to search engine marketing, or SEM, than putting up ads and hoping for the best. Measured pay per click management requires research, experimentation, and a willingness to adjust strategies at a moment’s notice.
What can an Progotta’s Unified Marketing System and our Managed SEM offering do for you? Here are some of the elements of pay per click management that they can bring to the table:
Not all keywords are created equal. Some are searched for by people who want to buy something right away, others by people who are doing some comparison shopping or just have a general interest in the subject. Knowledge of the kinds of keywords that offer the best conversions for the ad price is crucial for an optimized campaign. An understanding of how to determine these keywords with only a minimal amount of experimentation is also important.
Adwords management is structured in a way that allows Progotta’s SEM experts to quickly determine which ads are converting best. This is based not only on the way the ad itself is designed, but when it is displayed, where it is placed, and how it is priced. This is equally true for all other forms of search engine marketing. These skills are not easily cultivated, but those who have experience will quickly achieve astounding results.
Compliance with the Search Engine
Adwords management also requires an understanding of the terms of service involved. Failure to adhere to these terms can get your account banned, and it can be next to impossible to reinstate a campaign afterward. For these reasons, it is important to work with an Adwords management firm that has intimate knowledge of these terms and knows how to stay up to day with any changes.
Landing Page Optimization
It’s not just the keywords and the advertisements that drive conversions. Landing pages need to be optimized for the traffic that is being sent toward them. Not only should the landing page reflect the keyword that the user was searching for, it should also reflect where they are in the buying cycle. Different keywords indicate different levels of interest in making a purchasing decision. The wrong landing page can result in the loss of a sale.
Purchasing Funnel Design
There are times when the keywords, the ads, and the landing pages are all about as good as can be, but they are mismatched. Skilled SEM firms understand how to shuffle these components and quickly find the right way to streamline these buying funnels. An ad with a great click through rate won’t do any good if it’s sending users to a page that doesn’t convert or capturing traffic from unpopular or expensive keywords.
Value Per Click
Being able to measure and predict the value of each click is crucial for a campaign to function. This makes it possible to determine how much it is worth bidding on ads for any given keyword. If the bidding price is to high, you could be missing out on profits that would be higher if different keywords were chosen. Some keywords even have the potential to lose money.
Progotta’s Unified Marketing Platform has SEM professionals that can manage your campaign while you can sit back and watch your conversions go through the roof.