Search Engine Marketing (SEM)


So what is Search Engine Marketing? Once a broader term that encompassed virtually any search result, Search Engine Marketing (SEM) is now typically used to describe the process of purchasing and managing ‘paid placements’ or ‘advertisements’ within Search Engine Results Pages (SERPS). SEM is effectively the process of buying visibility within Google, bing or Yahoo! results pages. If managed correctly, ads only appear when a relevant search word or phrase triggers an impression.

Users want relevant answers only when using search engines – as lead generators we strive to maximise budgets with high quality focussed targeting when deploying search campaigns. Search Marketing campaigns require daily adjustments and testing, in order to maximise their potential and keep abreast of the latest developments, we also employ industry leading partner software to further enhance performance and management of these complex programmes.

Google AdWords is by far the leading platform for Search Engine Marketing (SEM), only recently there were further advances in its offering with the introduction of Enhanced Text Ads (ETA) – when such advances arise we rigorously ‘test to improve’ and implement enhancements whenever possible. bing also offers similar solutions to Google, the market share is smaller but the opportunities are the same, as are the principles – we always look to maximise exposure across all search engines.

Chester Marketing Solutions offer ‘full-service’ Search Engine Marketing (SEM). Since 2011 we have supported local, national and international clients with comprehensive SEM management support. Our approach is simple, methodical and results driven.

Why is Search Engine Marketing Important?

Attracting visitors to your website requires a strong presence within Search Engine Results Pages (SERPS), often the top three results are the best place to be in order to obtain a click through to your website. There are two fundamental types of search result – organic results or paid results. The importance of an SEM strategy for your business cannot be underestimated, for starters you may have a poor organic ranking for your website, as a result the traffic you receive is very low as the user did not see you in the top positions when they searched. The low hanging fruit keywords (often company names or brand titles) will always reap traffic but that is of course dependent of how well known your company is as well as its brand reputation.

The question is how will your company be found for the services you provide within Search Engine Results Pages (SERPS), especially if your organic results are not where you would like them to be?

If you are unsure where your website ranks we can help. For a small fee we can provide you exact organic results and site rankings for your business website. Without this information it is difficult to even understand how you can start with an SEM strategy. All results generated are direct from Google sources from the last day your site was visited by the search giant. From this information you can begin to decipher where the missed SERPS opportunities are. We can also help with competitor research via our advanced research services. For more help on getting started contact us here

If your organic results are not what you expected or you have lower positions than you thought you will also need to adopt a Search Engine Optimisation (SEO) strategy. We can help you plan your strategy and help guide you through the process.

SEM Insights

Traditional marketing techniques have been challenged like never before in recent years as consumers have become wise as to how to find what they want. Exhibitions, trade shows, national press advertising and other forms of traditional marketing are not only expensive but often fail to deliver a strong return on investment. Customers know they can reach for a laptop, smart phone or tablet and research an answer via a search engine. You need to be there when they do.

SEM is also different from every other form of marketing. Traditionally, marketing has taken a ‘push’ approach to promote a product or service. Glossy full page magazine ads, radio ads, bus shelters, direct mail amongst many others, continually ‘push’ and disturb our daily lives with interference messaging and relentless interruptions. Search Engine Marketing (SEM) is very different.

Search Engine Marketing (SEM) is the exact opposite to ‘push’ marketing. When a search is entered in to Google, bing or Yahoo! – answers are presented almost immediately. This presents todays businesses with an unprecedented opportunity – appear in results before potential customers in Search Engine Results Pages (SERPS). Remember, they have actually asked for the result, you can present the user with a direct answer using Search Engine Marketing (SEM) techniques. Your chance to ‘pull’ in the interested searcher lies within the advertisement that displays. This is the time to either ‘solve their problem’ or ‘help them in their research’.

Help Your with Your SEM Strategy

Search Engine Marketing (SEM) requires an broad amalgam of technical, writing and business skills to succeed as well as patience, dedication and determination. Chester Marketing Solutions boasts a wealth of knowledge and experience in SEM Management and we’d love to help your business succeed. For more help on getting started  contact us here

Pay Per Click Management & Rates

Our PPC management services provide our clients with detailed focussed keyword research first. Research is the key to a successful campaign. When choosing keywords we need to consider a ‘Goldilocks’ philosophy (we approach SEO the same way). Some keywords might be too hot or have too much competition, or are simply too expensive. Some might be too cold or ‘too broad’. So, we look into what you want to be found for, research and present a strategically chosen set of keywords that will give us the best chance of success without spending unnecessarily on broad or costly matches.

The next step would be setting a budget based on our findings. We will work with you directly and make our recommendations – we will likely present you with keyword opportunities you hadn’t considered. Once a budget is in place we will set-up the account. Account base rate set-up fees for standard accounts is currently £180 plus vat

Spend on the account can happen one of two ways, your choices are as follows: A deposit (full monthly spend) plus fees must be applied to our accounts in advance of any account activity or spend. Example: A monthly budget spend of £1000 would require £1000 applied to our accounts 24hrs before campaign launch plus a base rate management fee of £280 for the month – Note VAT is only applicable on management or set-up fees. Management fees are only applied to active accounts and are charged at the start of each month. Payment of management fees must be received before the end of each active month.

The alternative is to apply a company debit or credit card to your account and pay directly for the advertising. A base rate management fee of £280 for the month would still apply.

We do not offer credit terms on any online spend – invoices and spend records will be supplied as proof of service purchases. We will also provide you with activity logs and a full record of alterations and additions applied to your account.

For more information or a more detail quotation, please fill out contact form or call us direct on 01244 630047 – we’d love to hear from you and help ‘Brighten Your Brand’.

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