SEM is Search Engine Marketing. It’s a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising. Some people call it Google Adwords or Pay Per Click. These days, it’s one of the best places to put your advertising dollars. 90% of people go online to find a business. If your company doesn’t come up on page #1 of Google, you are losing out on potential business.
A proper SEM or Pay Per Click campaign starts with an outstanding website. It’s like having curb appeal on your house. If you don’t look good the first time people see you, they’re not going to stick around on your site or come through your door. Once you have a functional website, you need to have the proper keywords and geographic areas. That way, when people search those keywords, your website will be one of the results. After you’ve chosen your keywords, you need to create landing pages, on your site, that are relevant to those keywords. Always make sure those landing pages have a call-to-action because you always want to give your customers a way to get a hold of you.
Google has tools that provide us traffic data for keywords in your vertical, average cost-per-click and a recommended budget. This is not a perfect science, however it is certainly a good place to start when figuring your budget. It helps to work with an experienced online marketing firm as they have experience and can provide a proper budget based on your keywords and geographic target.
After your campaign is set up, our work isn’t done. We closely monitor your SEM to make sure we have the right keywords. If certain keywords aren’t performing as well, we’ll remove them and put in others. We also create display ads and can do retargeting campaigns. And finally, we have analytics programs that allow us to see if our campaigns are working. We are not successful until you are successful.
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