SEM Service Details
We approach SEM as a combination of detailed keyword management and overall portfolio performance. The portfolio approach allows us to reallocate funds from over performing keywords to under performing keywords to maximize overall results while still maintaining a significant reach. The detailed keyword management approach lets us determine each keyword's impact on the Ad Group, Product, Campaign and Portfolio. Being able to manage each individual keyword phrase allows us to slice and segment the keywords according to a number of factors that in turn help us to determine the optimum mix for the portfolio.
Developing the Campaign
We begin the SEM campaign life cycle with a review of the customer's goals, objectives and web site. We then conduct detailed keyword research using WordTracker, Google and Yahoo's keyword recommendation tools as well as keywords used within the client's website and the client's competitors.
Next, we segment these keywords into anticipated user objectives and write ad titles and copy specific to each ad group (objective). We create ad keys for each keyword in order to track each keyword's performance. If needed, we implement conversion tracking to measure performance. Our destination urls are specific pages within the client's web site. In most cases, we find taking the user to the client's web site produces better results than creating custom landing pages or microsites.
We group keywords based upon the intent of the user and write unique ad copy for each group. Over time the segments and keywords will evolve - additional keywords will be added, keyword matching options will be changed, new ad copy will be written and additional segments will be identified and created.
Optimizing the Campaign
Once the keywords are in place, we optimize the campaigns based upon the number of leads and sales generated by each keyword compared to the impressions, clicks and cost for each keyword as well as the overall campaign budget.
We adjust our targeted position, keyword matching options and bids based upon the performance of the keyword, the keywords contribution to the ad group as well as the opportunity cost for a higher ranking or cost savings for a lower one.
All of the different ways we work to optimize the campaigns is outside the scope of this report; however, some common metrics we look at include: Click to Lead, Cost per Lead, Lead to Sale, Click through Rate and Cost per Click. We often compare the current performance to previous performance to identify seasonality issues or potential problems.
Reporting the Results
Managing at the keyword level requires detailed data. We pull search engine reported data as well as conversion data, whether generated through a web analytics program or through the client's own data, into a proprietary database. Our approach is to work with the client to create the most beneficial reports for them and engage them as much as they wish in the analysis and optimization of the campaigns.
Summary
The goal of any marketing campaign is not simply to drive traffic, but to generate new customers and qualified leads. Prior to placing the campaigns, we identify the client's Cost per Lead and Customer Acquisition Cost goals. While managing the campaign we work to ensure these goals are met. With weekly reports and meetings, we work closely with our clients to ensure that all campaigns are performing at optimal levels. Our SEM FAQ provides additional information on our approach and methods to search engine marketing.
To receive more information on our Search Engine Marketing service or to receive a custom quote, please Contact Us.
Related Services:
- Search Engine Marketing Service
- SEM Consulting
- Search Engine Optimization
- Web Analytics Implementation
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