SEM (Search Engine Marketing):
This is also known as pay per click or pay per call. It is basically a bidding auction to appear at the top of the "sponsored results" on search engines. Google Adwords, Yahoo Search Marketing (formerly Overture), Superpages.com, MSN's Bid Center (BING), and Quigo (newspaper based) are a few of the top performance based internet advertising PPC platforms/sites.
Search Marketing via Pay Per Click or Per Call is not about getting clicks. It is about conversions. There are two forms of local business websites, each has its own purpose: The Broshure Site: Contains a phone number on the top of the site for quick access and is typically a "repeat/referral" type site. The Advertised Site: Contains a Contact Us page that is being tracked with an Analytics program that tracks the following: Visitors, Unique Visitors, Length of Time on Page, Length of Time on Site, Referring Domains, Time of Visit, and various other conversion monitoring information. "Paid Search" Optimization and Bidding Information The Do’s and Don’ts for Search Engine Marketing Be very cautious with search marketing firms that have monetary gain from your clicks. If the agency is compensated on a click by click basis with a "click upcharge" they are typically not monitoring conversions but click volume. Paying a set monthly rate for search marketing portfolio management regardless of the number of clicks is a much wiser approach to search marketing management. Conversions are the key...... not clicks!
What other factors should you consider when hiring a Search Marketing Expert or Management Firm?
1. No click upcharges. You should pay "market price" for all clicks. If Google charges $0.33 for a keyword with XX Keyword quality score to be in the 2nd position under Kanooder Valve Manufacturer for Walla Walla Washington..... you should pay $0.33 per click for that advertisement. Don't allow your Search Engine Marketer to make money off your clicks. It you give them that incentive they will simply find as many opportunities (such as Google Content Network) to reach your budget and/or ask you to raise it. Pay the search engine charges.... and not one penny more! Sounds like the other guys just want to spend your money, doesn't it? 2. Don't allow a computer or sales rep to do the keyword research and portfolio development for your search marketing. Trust individuals who are google adwords certified or yahoo ambassadors qualified to manage your online advertising. Just because the Director of Sales at a particular company is certified or the Company is qualified.... does not mean your point of contact knows the ends and outs to achieve the conversions that provide you the best ROI. Look for a live human being... not just an email address to manage your accounts. 3. Look for a company that has proprietary account management tools and uses a form of click fraud detection.
4. You should receive regularly emailed reports that detail how your budget was spent and the individual cost per click of each and every keyword as well as monthly meetings with your specialist. Proactive responses to managing your online budget. Why should you have to manage your spending and conversions? 5. Your advertising should appear on quality sites that consumers use everyday. Sites such as www.google.com, www.yahoo.com, www.superpages.com, www.switchboard.com, www.aol.com, www.msn.com etc. Not just on search engines, but also local directory sites that require more than 3x's the number of clicks to get to the end result. The more clicks a potential customer makes the further they may be in the "buying cycle" as well as the deeper they are digging for information on finding your product or service. Research has found that online directory users are more likely to buy from a search query than those using search engines in terms of local search.
What do you deserve?Hands-On Personal AssistanceThe same person working with you:
Bid Management
Creative Management
Keyword Management
Landing Page Selection
Tracking Results
Regular Emailed Reports
Local Search Marketing offers your business:
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