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Affordable SEM Campaigns

Search Engine Marketing, or as it is commonly called in industry speak as "SEM" encompasses Search Engine Optimization "SEO" as well as paid for advertisements, delivered as search results, by Search Engines such as Google, Yahoo and MSN, when a user types in a key word or a phrase into an engine’s search query box.

The purpose of engaging in an Affordable SEM Campaign focused towards Search Engine Optimization is to deliver "free traffic" to a respective web page by way of the "organic" or "natural" search results which are manifested in the search engine’s results page. We should note that the term "free-traffic" is a misnomer because while the web site owner does not need to pay hard cash to a search engine for listing his/her site in the search results, a considerable amount of effort and labor may be typically expended in ensuring that the site in question ranks within the first 20 results delivered by the search engine.

The reason for desiring top ranking within search results may be obvious to many search engine users because of the tendency of many a searcher to stop reviewing an engine’s search results beyond the second page. Thus the resultant hard scramble by web page owners to undertake high quality SEO on their web pages to ensure that each of the respective major Search Engines have not only found their web pages and indexed them, but also matched their web page with a relevant search phrase and found the two to be tightly aligned, resulting in a higher ranked search result.

The other type of SEM campaign that an owner of a web page or an entire web site can engage in is to initiate a "Pay Per Click" or "PPC" campaign. This type of SEM campaign is fee based, wherein the site owner bids on certain "keywords" or "phrases" that the site owner deems relevant to the information contained within his/her web page. The site owner is charged by the respective search engine only when a searcher clicks (thus the pay-per-click term) on the site owner’s advertisement (which is displayed as a search result for a respective search query.)

The need for professional PPC campaign management has arisen on account of the advertiser competition that has intensified over the past three years resulting in ever increasing bids for highly searched upon keywords and phrases. Google, being the dominating search engine, controlling more than 60% of all search volume, has basically set the rules governing PPC campaigns and as such the smaller search providers such Yahoo
(< 20% of market share) and Microsoft (< 12% market share) have had to adopt Google’s rule book.

For PPC campaigns Google’s position is basically this: while web page owners who advertise on Google are its paymasters, Google is primarily concerned with the "user experience" of the persons visiting the web page(s) of the PPC advertisers. Google measures user experience using a secretive and proprietary method that is unknown to all outside the company. Additionally Google converts this user experience with a respective site into a number which it calls the "Quality Score."

The absolute number or value of the Quality Score is not made available to the web page owner nor does Google elicit the exact reason that improved or decreased a particular web page’s Quality Score. Web page owners engaging in PPC advertising with Google are made to understand by the company that their ad rank or ad-position is governed by not how much they bid on a particular key word or phrase, but by the product derived by multiplying their bid amount by the respective web page’s Quality Score. The higher the value of this derived product, the higher your ad position in the "Sponsored Links" results. Thus to the wonderment of some smaller, low-budget advertisers, while competing against very large, well financed opponents, Google’s search results have been ranking the smaller advertiser’s ads higher than those of the bigger players on account of the superiority of the smaller advertiser’s Quality Score.

While it is true that no one can absolutely claim that they know the secret behind getting an ever increasing ranking in either natural or paid search results in any of the big three search engines, a professionally managed and Affordable SEM campaign improves the odds of obtaining the higher results rank. How so? Because, an experienced SEM campaign professional utilizes feed back data delivered by the search engines themselves (and some third party providers) to guide him/her in continuously tweaking the web page(s) to improve the rankings. The results of a continuous and deliberate calibration of the web page become even more pronounced (as in higher and higher ad/result ranking) when a web page owner’s competitors are not doing the same.

If you would like to learn more about how Media Flint can not only manage but deliver to you an Affordable SEM Campaign please call us at (866) 438-9093 or write to us at info@mediaflint.com

 

 

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