Search Engine Marketing (SEM)

As a full-service digital marketing agency, Bearpaw Partners specializes in all things search engine. In particular, a focus of our team is in search engine marketing (SEM), which is the paid counterpart to the more organic search engine optimization (SEO). SEM and SEO work hand-in-hand to help round out your company’s digital marketing strategy and provide you with the best results possible. Whereas SEO involves organic inbound leads through keyword targeting and content strategy, SEM covers purchased ads, also known as pay-per-click ads or PPC. In order to drive conversions for your website, SEM strategies necessitate testing and tracking multiple strategies and variations of different ads at once to assess which advertisements convert the most visitors to leads. Another piece of the puzzle comes from geo-targeting. Relevancy depends heavily on location, and at Bearpaw, we understand the crucial nature of zeroing in on all aspects of the customer—and potential customer— experience. A highly targeted SEM strategy constantly monitors cost-per-click and optimizes the ad strategy and placement accordingly, based on substantial data that we collect. Every single employee at Bearpaw is Google Adwords certified, even the organic content team, so we are all aware of and proactive when it comes to setting your business up for paid search success.

For specific ad campaign tips, brought to you by our experts here at Bearpaw, you can check out our YouTube channel. If you’re ready to take that next step, call us today for your free 30-minute consultation.

Keyword Research

Performing keyword research that’s specifically tailored to your company’s needs takes knowledge, time, and tools that most internal marketing departments don’t have or can’t spare in the pursuit of an excellent SEM strategy. At Bearpaw, we devote countless hours to analysis and refinement of keyword lists, and we make it our mission to hone the keyword strategy to produce measurable, trackable results for every single one of our clients.

Negative Keywords

As a critical part of your Google Adwords SEM strategy, it’s important to eliminate negative keywords from your ad campaign. Ultimately, the goal is to increase your ROI by not wasting time pushing ads on sites that don’t meld with your offerings. For instance, if you set “free” as one of your negative keywords, your ads will not be shown on the Search Network for any searches that contain the word “free” in them. Furthermore, on the Display Network, which allows targeted ads to show up on relevant sites, incorporating negative keywords helps to prevent your ads from showing up on irrelevant sites where your money would be wasted. Bearpaw makes sure that your ads have the best possible ROI by targeting and retargeting based on our mountains of data and data analysis.

Keyword Account Structure

There is no such thing as the perfect keyword account structure. Any agency that tries to feed you that line doesn’t understand the depth and complexity of keyword account structures. The best course of action, regardless of the type of account you’re dealing with, is to be as segmented in your reach and as tightly aligned as possible when it comes to keywords and ads. The goal of refining and optimizing your keyword account structure is to garner higher click-through rates, a lower cost-per-click, and better ad performance overall.

Quality Score

Your ads’ quality score is a variable that is used by all of the top search engines not only to determine the rank of your ads, but also the cost-per-click (CPC). Therefore, the higher your quality score, the better your ads perform on the whole. And since your quality score is used to determine your cost-per-click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process, you’ll end up with a better ROI. A quality score of 1 increases your CPC by 400%, while a quality score of 10 decreases your CPC by 50%. Essentially, if you want lower conversion costs, you have to put in the work to drive up your quality score—and that’s a skill that we have perfected here at Bearpaw Partners.