Pay per click advertising, also known as PPC, search engine marketing, SEM, search engine advertising, Adwords and a ton of other names and acronyms, can be overwhelming and very time consuming. Actually, if the campaign is managed correctly, the PPC campaign will require time and attention but the time invested will help to increase the return on your investment.
When it comes to almost any digital marketing effort, PPC, Retargeting, Contextual, etc., research of Keywords is vital to a successful campaign. Keyword research and reporting websites are easily found and sometimes at no charge for the information. In my experience, you get what you pay for when it comes to the quality of the information.
Keyword generated internet ads must be extremely relevant to the search query that the user has provided. Advertisers should have multiple text ads in order to offer the most relevant ad related to specific keywords. Think of it in these terms. If you are a Tire Shop that offers oil changes as well as tires, and you bid on the keyword phrase “oil change”, which then populates an ad featuring tires the result is a disconnect between your ad and the user.
SEM campaigns have many moving parts; keyword values, keyword performance, text ad performance and bidding process just to name a few. These performance analytics should be monitored daily and optimized as needed. Goals and performance benchmarks should be established before the campaign is started in order to determine the success of the initiative.
Again, digital marketing can be overwhelming but the opportunities that it offers are endless. If you have questions about digital marketing, feel free to give us a call at (502) 855-4783. Media Venue would be happy to answer your questions or provide a digital marketing plan.