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Strategic Campaign Management
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What is Search Engine Marketing?

Search Engine Marketing (SEM) also known as Pay-Per-Click (PPC) is a method of advertising on the internet that involves generating leads for your business by promoting your website with paid ads on search engines or partnered sites.

Your ad will appear when a targeted phrase is searched, in a targeted market area, and you only pay when the user clicks on the ad, making SEM one of the most effective sources for immediate qualified leads in the marketplace.

Some of the benefits of SEM are:

  • Market Control – Advertise by postal codes or by km radius. 
  • Keyword Control – Choose which of your desired products/services to market
  • Flexible Budget – Control your advertising budget according to business needs
  • Immediate Results –  SEM can bring you leads in a matter of days.
  • Measurable – Track and analyse all efforts to optimize and ensure a strong ROI 

the process of search engine marketing (PPC)

Brainstorming and Screening

Kastle will brainstorm with you to put together a strategy that makes sense according your marketing goals, while outlining how the SEM channel can help us achieve them.

Keywords and Descriptions

Keyword research is the next step after understanding the what, where and who of the SEM marketing plan.  Kastle’s experience in keyword research, creating ads and developing compelling descriptions will ensure successful execution.

Implementation and Copywriting

Once we have put together a plan and built the SEM campaign, it’s time to launch!  Kastle will implement and manage the campaign, as well as offer copy-writing consultation for the landing pages of your website, as they are key to the success of the program.

Optimizing and Fine Tuning

A truly effective SEM campaign relies extensively on split-testing, A/B testing, copy and bid adjustments and a whole lot of experience! By analyzing the data and fine tuning the campaign for maximum ROI , Kastle can deliver the results!

more about search engine marketing

Customized SEM Campaigns

The flexibility and importance of customizing your SEM campaign truly determines whether you have a successful and profitable campaign.

Read More

Conversion Tracking

They key to any digital marketing strategy is tracking conversions and then optimizing to continuously improve ROI.

Read More

Common SEM Terms

Cost Per Click or ‘CPC’ is how much you pay when a consumer clicks on your ad.  The great thing about SEM is you don’t pay for your ad to be seen, you only pay when a consumer clicks on your ad and is delivered to your website.

Click Thru Rate or ‘CTR’ is an important metric that measures the number of times your ad has been seen by a consumer vs the number of times it has been clicked on.  Optimization techniques are used to improve the CTR and deliver more visitors for your budget.

Impressions are the number of times your ad has been delivered in a related query on a search results page or on the display network, depending on your campaign strategies.

Ad Spend is what you actually pay to the search networks that the SEM advertisement is clicked on.  When your ad has been clicked on by a consumer is when you actually have to pay for the advertisement, which is what is called Ad Spend.  The more Ad Spend you have in your budget the more ad clicks you will receive and the more customers you will get.

Conversion Rate is the number of times your ad has been clicked on versus the number of tracked tasks have been completed on the website.  For example, we can track how many users have clicked on a particular ad and then navigated to the Contact Us page, or filled out a contact form on the site.

Ad Rank is a benchmark the networks use while deciding when, where and how much you will spend versus your competitors.  The optimization goal is improve Ad Rank by both improving your CTR and optimizing the landing page content on your website.  This is why SEO is important for your website when running SEM campaigns.

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