Focus on… Integrated SEM Strategy (Part 1)

Focus on… Integrated SEM Strategy (Part 1)

It is one of Tribeca’s strongest talents to generate digital interest for your brand. Using an effective, integrated approach, our Google and Bing-certified team of SEM experts hold the specialized skills to optimize your website’s performance, and boost your digital inquiries.

But… What is SEM, Really?

SEM (Search Engine Marketing) used to be the term that encompassed both SEO (Search Engine Optimization) and Paid Search (PPC /CPC: pay-per-click or cost-per-click). Over time we have seen the two gradually divide. Currently, SEM seems to be mostly used to describe Paid Search.
At Tribeca Marketing Group, we very much enjoy sharing information, and educating our current and potential clients. We have found that most companies really do want to embrace the Digital Marketing platforms, but feel overwhelmed by the seemingly obscure terms, intricate strategies, and constantly evolving technologies. Like deer in headlights, they end up freezing and erring on the side of caution, depriving themselves of the many opportunities offered by Digital platforms.
So let’s take a moment to simply review some of the tools and acronyms together, and help you “speak the language”.

Paid Search for Beginners

Because of its dominating market share and ease of setup, Google AdWords is by far the most popular Paid Search platform. Behind Google is Bing, which also powers Yahoo search. The advantages of running paid search ads with Google and Bing is to obtain instant results while being able to measure your success on a granular level. SEM holds the ability to be extremely ROI-focused due to its ability to measure success. It also allows you to pre-determine the budget you are willing to spend for a particular keyword, phrase or term.

Paid Search Acronyms

  •  CPC – Cost Per Click / PPC – Pay Per Click: A Google or Bing campaign where the advertiser is willing to pay a particular dollar amount per click to their landing page or website.
  • Display URL: The webpage address that appears with your ad, typically shown in green text. For each ad, you’ll specify a display URL that’s shown to customers and a destination URL that’s used to determine where people are taken when they click your ad.
  • Destination URL: This is the URL that actually points to your landing page or website. This is not displayed because you can customize your URL to include tracking and identifiers on it.
  • Campaign: Campaign describes the highest level of hierarchy in which an advertiser can view its account in both Google and Bing.
  • Ad Group: Each campaign is constructed of Ad Groups which can go after different phrases and terms, but you want to make these similar to better manage your campaign
  • Keyword: Each Ad Group is constructed of a number of keywords that you are bidding on. You want to keep each Ad Group with a small amount of Keywords so you can ensure that your Ads are specific and target the keywords effectively.
  • Avg. CPC – Average Cost Per Click: The average cost an advertiser has accrued per click for a particular campaign, ad group, or keyword.
  • CPL – Cost Per Lead
  • CPA – Cost Per Acquisition
  • CPM – Cost Per 1,000 Impressions
  • CTR – Click Through Rate
  • Pos – Average Position: This identifies the placement of your Ad in the search engine. If you are placed 1-3 you are in the top position on desktop. 4-10 is the positions on the right hand side. Note: On mobile devices there top positions only show 1-2 position.

Paid Search Ads Vs. Organic Search Results:

The image below shows how thanks to Paid Search, your ads could appear on the top of the page even if you do not rank organically. The main difference is that you will have to pay for the ad position, whereas the organic listing is free every time someone clicks on the link. Tribeca can help you on both levels, boosting your position in Paid Search and Organic results.
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Still confused? Stay tuned for the Part 2 of “Integrated SEM Strategy” in the next edition of #TribecaTrending! We will review simple tips and strategies to optimize your website and generate organic inquiries.
And to learn more about how Tribeca can help launch or optimize your SEM campaigns, contact us today for a custom overview of your account 954-800-6501