Search Engine Marketing (SEM)

Search engine marketing or “paid search” is simply the addition of purchased ads (pay per click or PPC) to an SEO strategy. A PPC  campaign should never start without a thorough analysis of advertising goals; and the ability to track those goals and the specific actions of your website visitors (also known as conversions).  A conversion is when a website visitor proceeds to buy your product, clicks on a call to action button (CTA), downloads a PDF, or even signs up for your blog. Once you have defined the conversions you will be tracking, it is time to start a PPC campaign.  Begin by picking several specific keywords for each conversion item. In addition, it is crucial to try out multiple variations of ads for each conversion. Finally, use geo-targeting to show those ads to a particular area- for example, within 30 miles of your business. With your budget in hand,  start your ad campaigns and be prepared to make a lot of adjustments (optimizing). Any ads with low conversions should be removed quickly. Well performing ads should be emphasized and run more often. Constantly monitor your cost per click (CPC) and consider lowering your ad position or running a negative keywords report. Google Adwords has an extensive list of educational videos on search engine marketing or pay per click  that can be viewed on their Google+ page.  You can also visit the Bearpaw Partners YouTube channel to view ad campaign tips. Bearpaw Partners is a digital marketing agency specializing in search engine marketing (SEM). We help small businesses in every field- call us today for your free 30 minute consultation.

Keyword Research

Keyword research is a constant process of choosing relevant keywords, and then eliminating words that are performing poorly.

Negative Keywords

Eliminating negative keywords or phrases is vital to your campaign having above average ROI.

Keyword Account Sctructure

Good keyword account structure gets higher click-through rates, a lower costs-per-click, and better ad performance.

Quality Score

Constantly work on your ads quality score. It is Google’s rating of the relevance of both your keywords and PPC ads. Quality score is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.

Quality Score and Cost Per Conversion

A quality score of 1 increases your CPC by 400% while a quality score of 10 decreases your CPC by 50%. Want lower conversion costs, drive the quality scores up.