Lipinsky Design


Search Engine Marketing (SEM)

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click (PPC) listings.

Comparison with SEO

SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google Adwords or Bing Ads) and organic search results (SEO). A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. In some contexts, the term SEM is used exclusively to mean pay per click advertising.

Some of the latest theoretical advances include search engine marketing management (SEMM) or pay per click (PPC) Management. SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO).

Sponsored Search (Paid Search) - Control Your PPC Campaign

Sponsored search (also called sponsored links, search ads, paid search, sponsored listings or paid inclusion) allows advertisers to be included in the sponsored results of a search for selected keywords. Search ads are often sold via real-time auctions, where advertisers bid on keywords. In addition to setting a maximum price per keyword, bids may include time, language, geographical, and other constraints. Modern search engines rank sponsored listings based on a combination of bid price, expected click-through rate, keyword relevancy and site quality. Important point, you only spend money when someone actually clicks on your ad, hence Pay Per Click.

The Rewards of PPC

Take a minute to consider the following, users are only seeing relevant ads, which only display when and where you want and only costs you when someone actually clicks on the ad. This incredible combination allows for PPC to be an actual trackable, positive return on your investment. And the best part is, it's completely scalable. Whether your budget is $100 a month or $100 a day, there is the potential to generate business while controlling costs.

How We Can Help You with PPC Management

The advantages of PPC would make it seem easy enough to manage and it is, for experienced account managers. It's not just about having the tools, it's about knowing how to use them properly. We would never advise anyone to sign up for Google AdWords, link their credit card, and then give it a shot before considering our service. Spending can spiral out of control quickly without producing a single conversion or sale for someone that is inexperienced. Or let's say you are savvy enough to setup your budget properly and don't overspend, but walk away with a negative return on investment because the clicks you did get didn't turn into sales.

However, it is important to be aware of PPC account managers that claim to produce instant profitability. There is so much data to gather, settings to tweak and such a uniqueness to each client and campaign that a positive ROI on day one should never be expected. Experience will of course minimize the amount of time it takes to get everything just right. But with the market changing every day a campaign does need constant and thoughtful attention in order to become and remain successful.

Contact us today to find out how you can incease your ROI with PPC Marketing.

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