Search Engine Marketing (SEM) incorporates the practice of both Search Engine Optimisation and Pay Per Click Advertising. A more detailed look at each of these practices can be seen by going to their respective pages. Here we are going to look at why SEM is so important for 2006 and the future.

Search engines represent a very unique medium which allow you to precisely target an interested audience. In other, more traditional media, the audience is looking at something and your advert is a distraction to them. With search engine marketing the audience is searching for something and is therefore more likely to respond to a more appropriately targeted offer. The choices on offer are:

• Search Engine Optimisation (SEO) – Optimising the content of your website to appear in the free listings of a search engine.
• Pay Per Click (PPC) Advertising – Advertise under the ‘sponsored listing’ on a search engine.
• Blended Strategy – Utilise both SEO and PPC methods to maximise your exposure to search engine users.

 

Why hire 15 Digital Marketing?

• As we have the experience of this medium, we can offer a thorough assessment of your business needs and current state in relation to search engine marketing.
• Professional PPC campaign management can increase Return On Investment (ROI) for your business.
• Focus: As SEM is not your core business, then why focus in-house resources in this area?

15 Digital Marketing have established a successful process that we go through with all our search engine marketing clients that includes six stages, they are:

1. Business Assessment
2. Keyword Strategy
3. Pay Per Click Management
4. Website Optimisation
5. Link Building
6. Tracking and Refinement

If you would like a more detailed overview of any of these stages then don’t hesitate to get in touch because we would be happy to discuss this with you.

 

SEM Summary
PPC and SEO may appear to be very similar and in some ways competitive marketing opportunities, but in reality they are not.

PPC advertising can be very low risk because you are always in control of every penny you spend, and you only pay for results. The results can be very big; however they will only be seen while you continue to invest in your per-click fees.

SEO is a long term strategy because it requires significant time and effort before results can be observed, however once results are achieved they should be sustainable, and produce a long-term return.

PPC advertising efforts get you in places that SEO cannot get you, and vice versa. They both should be viewed as separate but complementary opportunities that need to produce positive ROI in order to be continued.