Search Engine Marketing (SEM) is the placement of paid advertisements on the Internet through search engines and directly with web pages. These ads can be text ads, banner ads or video ads that are found on either the search engine sites or through their content partners. Unlike unpaid searches, search engine marketing allows you to reach consumers in a relevant, accountable way that matter most to your business. You can target potential customers by geography on a global or neighborhood basis, by specific words or ads, times of the day, web sites or content sites and all within a prearranged budget.
As an Internet marketing strategy, SEM considers the your Return on Investment (ROI) in placing paid advertisements across the Internet, taking into consideration keywords, demographics, geography, languages, ad messages, the time ads are show and the cost you are willing to pay for the lead or sale from the web.
A hidden value of search engine marketing is it provides insight to your customer habits beyond any analytics that a natural search can provide. By mixing specific words and advertisements you can measure the response rate from your customers, determining their trends.
It is important to do Search Engine Optimization before you place paid ads on search engines (SEM) as it helps identify what keywords you want to market and will help increase your Quality Score for those words, ultimately getting you higher position on paid ads for a lower price.
3 Reasons to choose FireHive Search Engine Marketing Services
1. Executive Marketing & Business Expertise - While one must have the technical know-how to structure your web site for a search engine optimization, those skills can be meaningless if the marketing and business end isn't properly understood. Search engine optimization is a tool within a marketing program, just like direct mail or print advertisement and its success for your company is usually driven by good marketing decisions. Getting you placed on the first page is no good if nobody is clicking on your site because the information is wrong or you are attracting the wrong crowd. FireHive SEO experts came from a professional marketing background, not a web development background. We use our knowledge of branding, calls to action, demographics, intellectual property law knowledge and other marketing and business skills to provide you with a program that actually fits your overall marketing needs.
2. You Get Control - It's true, you're in control. We will help guide you on the most cost efficient ways to build your search engine marketing campaigns and will hand the reigns over to you. We provide you with the options and you choose the path that makes the most sense for you.
3. Google AdWords Certified Professional - Your FireHive search engine marketing expert will be a Google AdWords Certified Professional. While there are other search engines that Google, the concepts for all paid Internet marketing is the same and Google represents the majority of the market with the ability to reach 80% + of all Internet inquiries through their engine and content partners.
FireHive Search Engine Marketing Process
The FireHive Search Engine Optimization Process is the most complete in the industry. Below is the process we typically employ, however, based on your particular needs and current status, not all steps may be necessary.
Step 1 - Understanding Your Business
Often the most overlooked aspect in search engine marketing is truly understanding your business. We start by identifying the demographics of your customers, the strengths of your business and what your customers will be looking for.
Step 2 - Keyword Development
We identify highly visited keywords relating to your business by using search engine tools that provide Internet marketing data. Having the proper keywords is the base of any successful web marketing campaign. Part of the search engine marketing keyword development includes forecasting costs to get on the first page of the search engines.
Step 3 - Landing Page Keyword Optimization
Not only are keywords important, but how they relate to the landing pages are just as important as they reflect your Quality Score or relevancy of your keywords to your landing page. A good Quality Score can not only boost your ad up in ranking, but it can actually lower the cost you pay for each click. We will analyze your current web page content and provide you with an analysis on what is strong and what can be improved to help improve your Quality Score. We give you the option of implementing the changes yourself into the text or we can do it for you.
Step 4 - Define Marketing Targets, Budget & Program
Through consultation with you, we will determine the best approach for:
Determining how much you are willing to pay for a conversion (lead) and how much you are willing to pay to get one of the top advertising spots for each keyword.
Budgets, limits and best payment methodolgy
Whether to do paid search advertisements, content advertisements or both.
Whether to choose cost-per-click (CPC) or cost-per-impression (CPM) pricing.
Text ads, banners or video ads
Whether or not to do paid banner ads on web pages
Step 5 - Set up Paid Marketing Accounts
Once the plan has been determined, we will implement the plan for you, yet give you complete visibility and ultimate control. For Google AdWords, FireHive will use Google My Client Center to manage your campaign. This service allows FireHive to set up the AdWords program and make changes, but does not give FireHive visibility to your confidential information such as credit card number and provides you with visibility to all changes that are being made. Setting up an initial plan includes:
Setting up Ads by relevant campaigns grouped by goals and / or keyword themes
Two text ads will be written and submitted for exposure, set on the optimization option. This will rotate ads until it determines that one ad is performing better than another (based on clicks on the ads per impressions), at which point it will start showing the more popular ad on a more frequent basis.
Step 6 - Test, Measure, Report and Optimize
14 days after implementation, your ads and keywords will be analyzed to determine patterns and evaluate performance. A report will be developed detailing the AdWords program by both ad groups and keywords, including;
Cost spent on advertisement
Conversions to goal
Step 7 - 30 day Review
After 30 days from implementation, your search engine marketing campaign will be reviewed again with an analysis.
Step 8 - Continued Management by FireHive or program can be taken over by you
After implementation and initial optimization of your search engine marketing program, we can turn the controls over to you with some short training or you can have FireHive continue to manage and monitor your paid search program for you. It is important to do periodic analysis on the program to look for marketing changes, lost opportunities and wasted dollars. How often an analysis is done depends on your business and how dynamic the market and your products are.