Paid Search, or Search Engine Marketing (SEM), is one of the most critical factors to consider when promoting your company. Bower Web Services manages a number of search campaigns for our clients, and we’re always reporting on the outcomes, analyzing the data, and optimizing the campaigns to save money and deliver high-quality leads.
Note: some people also refer to SEM as Pay-Per-Click, or PPC, because you pay only when someone actually clicks on your ad.
The Benefits of A Search Engine Marketing Campaign
Paid Search is an important aspect of many digital marketing strategies because it puts your company in the best possible position to contact your customers; that is, when they are actively looking for your product or service by searching for it online.
Keep in mind, though, that the SEM environment is, for many categories, extremely competitive and may rapidly become prohibitively costly. That’s why we advise you to deal with a professional search firm such as Bower Web Solutions. We can advise you on how to get the most out of your Search Engine Marketing investment, as it’s easy to squander money on keywords that don’t generate quality leads or on ad copy and creative that doesn’t convert into sales.
SEO vs. SEM
SEM is sometimes confused with SEO, which stands for Search Engine Optimization. This is one of the most significant services BWS offers to nearly all of our clients. While the two are similar in that they both deal with individuals searching the web (typically in sites like Bing or Google), there is a significant distinction in that SEM requires an actual advertising budget, whereas SEO produces free, or “organic” traffic.
Thus, SEM is known as “paid” search since you pay Google or Microsoft every time someone clicks on your ad. If you’re looking for information about our SEO services, click here.
Why BWS is Ideal For Managing Your Search Campaign
Paid search campaigns can get complicated quickly. The campaign ranking, or placement, is decided by a variety of criteria, including how much you’ve bid for a given search phrase in comparison to other businesses, as well as the quality of your ad copy and text.
However, what you may not realize is that the website itself that you driving people to is important as well. This is why it’s crucial to make sure your website’s back-end is well-integrated with your advertising. The quality of the landing page you’re leading people to – especially how it relates it relates to the particular search term you’re bidding on – affects your “quality score,” which in turn affects how much you spend and how often your ad is seen.
Working with a team that can maximize all of these aspects will have a significant impact on the success of your campaign. This is one of the reasons why Bower Web Solutions is an excellent paid search partner: when we work on both your website and your search campaign, all monitoring, metrics, analytics, and tagging is handled by a single team, and issues can be resolved quickly and effectively.