Did you know that the results within the sponsored ads section on search engines generate anywhere between 60% to 65% of traffic to a given web site? As marketers, are your products, services and/or brand well positioned with the right messaging on search engines when your customer are looking for information?
Search Engine Marketing or Paid Search Marketing is a component of Digital Mediums that centers around bidding on keyword terms with the "right" messaging within the major search engines. Unlike SEO, the beauty about Search Engine Marketing is that everything can be controlled, which means, we can select keywords, ad copies, device targeting, geographic targeting, demo graphic targeting, budget control, day parting options and more.
At iMz, we are passionate about the word 'ROI' and our experts strategize, execute and optimize the Search Engine Marketing campaigns to ensure that we provide the best ROI to our clients. ROI for some companies are concerned with overall sales revenue related to cost of advertising, some with pure lead generation, and some with web site traffic goals. No matter what your ROI goals are, you define them, and we, at iMz will deliver results!
The most important element that defines the success of any Search Engine Marketing program is the keyword generation and expansion process. Our expertise is not only laying the foundation with a solid keyword base, but, we take it 3 steps ahead by analysing factors like the intent of the search users, the dynamics of your audience segment and relevancy of the keywords to achieve the desired outcome.
PPC stands for Pay Per Click. This is an advertising model, where you can run your ads on Google, and you will have to pay each time someone clicks on one of your ads. When you approach a PPC agency, and avail their services; they come up with your Search Engine Marketing (SEM) campaign.
PPC services are designed to make ads show up when users perform a search (especially a commercial search) on Google. We bet, you know what PPC ads are. You have seen them many times. These ads appear alongside search results on Google when you type in a search query. Now, we will tell you how they work.
PPC advertising function on a bidding system. This means that advertisers will have to bid on the terms they want to trigger. In PPC terms, these words are referred to as keywords. Now, for example, your business specializes in sports shoes. A user wanting to buy ‘sports shoes’, ‘sports shoes online’, ‘tennis shoes’ or ‘basketball shoes’ will type the keywords into a search engine to find retailers, right? For your PPC marketing to work, you will have to come up with a strategy to bid on the targeted keywords. When they do, your ad will show up at the top of the Google search if you have bid on these keywords.
Step 1: Define your goals: Work with your PPC service provider to determine your goals. Your goals could be to increase site traffic, generate leads, drive sales or raise brand awareness.
Step 2: Target your audience appropriately: The key to success lies in targeting keywords based on user intent. Your SEM agency can give you great insights on who your TG is and what they are looking for, based on data. The 3 main categories of intent-based keywords are: Transactional, Informational and Navigational.
Step 3: Optimize your landing pages: Directing visitors to generic landing pages is a waste of your budget. Firstly, they are not likely to convert, and secondly, their on-site behavior may negatively affect your quality score.
Step 4: Create your ads: By the time you reach this stage, you and your PPC service provider will already have a thorough understanding of your audience and their intent. Convert your understanding into hard-hitting ad copies, and create enough variations for testing.
Step 5: Analyze your campaign strategy: Ask your SEM agency to give you detailed reports on what is working for you and what isn’t, and apply your learnings to optimize your campaign further.
This is how we create PPC strategies and manage ad campaigns. You can do it too. The only difference will be that we have been doing this for a decade now. We know what works and what doesn’t. By hiring us to run and manage your ad campaigns you will save both your time and money.
Here are some rules we follow that helps us manage our campaigns effectively:
