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Search Engine Marketing (SEM)
Google AdWords/Microsoft AdCenter (Bing and Yahoo paid search)/Reach Local pay-per-click (PPC) advertising allows businesses to measure the effectiveness of every advertising dollar they spend—right down to the penny.
Blue Water Media SEM management services will ensure your campaign is set up and optimized for continued success.
Contact us to learn how Blue Water Media's Washington DC AdWords management services can create effective marketing channels for your business, or continue reading for a few quick answers to common questions about SEM campaign management services.
What is Google Advertising (AdWords)?
Google AdWords allows businesses to advertise within search engine results or on other websites by bidding on search terms (i.e., keywords). Advertisements are displayed on the top and right sides of the search engine results page (SERP). When users click an ad, they are taken to a page on the business’s website.
How are Ads Positioned?
Each keyword is purchased by a bidding/auction system. The advertiser who bids the highest gets placement closest to the top.
How are Advertisers Charged for the Ads?
Google only charges when someone clicks on your ad. When users click the ad, they are taken to your website. In essence, you only pay for people who are visiting your site.
How Much Does Google Charge on a Click?
The cost of each click is determined by a bidding system. Advertisers bid for keywords, and the highest bidders get the top spots. So, the cost per click can vary widely between different industries, ranging from a few cents to several dollars.
What If a Competitor Clicks on My Ads a Bunch of Times to Sabotage My Campaign?
This type of unethical behavior is referred to as click fraud. Since click fraud threatens their multi-billion dollar advertising network, Google is very proactive in stopping such behavior and has measures in place to prevent this from happening. Here's what the Google Click Quality Team has to say about this issue: “Our filters are able to recognize the vast majority of invalid clicks that come from a competitor who is repeatedly clicking on your ads. These clicks should be filtered out before they reach your account so you will not be charged.”
How Do I Measure the Effectiveness of My SEM Campaign?
You will receive monthly reports that will help you monitor campaign developments from month to month. You will likely want to incorporate this data with the rest of your sales cycle data to determine your return on investment.
Here are a few of the basic Google AdWords metrics that will be included in your monthly reports with a brief explanation of each.
- Impressions are the number of times your ad has been displayed. When someone does a search and your ad is displayed, this counts as one impression.
- Clicks are the number of people who clicked on your ad and were taken to your website.
- Click-through rate (CTR) is the number of people who saw your ad and then clicked on it.
- Average cost per click (CPC) is the average amount you were charged when someone clicked on your ad.
- Cost is the total cost of clicks for the month.
- Average position denotes the average placement of your ad on the page. For example, 3.5 would mean that most of your ads were displayed in the third or fourth spot from the top.
- Conversion is the number of people who clicked your ad and converted in some way. In other words, this is the number of leads the campaign generated. You should keep in mind that this only includes people who completed a specified action online. It does not include people who arrived at your site and decided to call you on the phone instead. So, your actual conversion rate could be higher.
- Cost per conversion is the average cost for each generated conversion based on the total campaign cost and the number of conversions.
To learn more about how Blue Water Media's Maryland, Virginia, New York, and Washington DC search engine marketing services can produce results for your organization, contact us today for a free consultation.