Online Marketing
Search Engine Marketing (SEM)
“Advertising is what you do when you can't go see somebody. That's all it is.”
Fairfax Cone, American businessperson, advertising executive and the former director
of the American Association of Advertising Agencies (1903-1977)
Search Engine Marketing refers to a variety of paid Internet promotional tactics designed to increase visibility on Search Engine Results Pages (SERPs.) Excellent visibility, in this context, means that if your website sells fuzzy slippers and someone googles “fuzzy slippers,” the Google results page (i.e. the Google SERP) will list your website at the top. Good visibility means that your website can easily be found. First it needs to be found by search engines, and then it can be found by people who want what you have to offer.
The most commonly used SEM tactics are:
Pay Per Click (PPC) Advertising or Paid Placement
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Paid Inclusion Advertising
Contextual Advertising or Behavioral Targeting (BT) Advertisingm m
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AcuteVisibility offers expertise in developing, implementing and maintaining a targeted SEM strategy to deliver powerful results, both in the short-term and long-range, utilizing all of these tactics.
Pay Per Click (PPC) Campaign Development and Management
Pay per click (PPC) advertising drives traffic to your site, boosts your search relevance on targeted keywords, and maximizes your onsite conversion rate.
First, AVbmo will work with you to determine a preliminary keyword analysis and strategy. From this information we will:
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Manage paid search campaigns across a variety of search engines and multiple geographies Develop ad copy, administer A/B tests, oversee bid management Optimize landing pages for maximum conversion Oversee daily, weekly and monthly campaign budgets
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In very little time, a well-designed PPC campaign will deliver significantly improved traffic and conversion on your site. AVbmo is a specialist in achieving that “sweet spot” where you have the optimal spend – not too little, not too much – for the best possible results.
Paid Inclusion Advertising
Paid Inclusion differs slightly from PPC, in that the search engine charges a fee to guarantee your website will appear in their index. There is something of a gray area in defining PPC versus Paid Inclusion, but it’s a particularly useful approach when you have a site where pages are dynamically created or frequently modified. This is because you are able to specify a schedule for the search engine spider to crawl the page, whereas with PPC you cannot.
Paid Inclusion is also considered a tool of search engine optimization, since it can be used to test different approaches to improving ranking and tracking consumer trends. With Paid Inclusion, we get quick results and can apply that knowledge to the optimization of your whole site.
Contextual Advertising or Behavioral Targeting (BT)
Contextual advertising is yet another type of SEM where the ads are displayed on targeted websites based on the content on that website. So if you are selling athletic gear, AcuteVisibility will establish criteria to display your advertisements on websites that have some sort of sports or active lifestyle content. Or if you want to reach moms of young children, AVbmo will target your BT campaign to websites that cater to that audience.
AcuteVisibility|BMO will help you determine the perfect mix of approaches to use in your SEM campaign, all designed to work together to deliver a powerful, fully-integrated marketing message.
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