Search Engine Marketing (SEM)
The Paid Advertising that businesses can do with Google, Bing, or Yahoo to turn up in search results.
This is quite a bit different than SEO in that you use the keywords important to your business to create a ADWORDS or Pay Per Click (PPC) campaign.
Here is what is important on a SEM PPC campaign:
- How much you are will to pay when a prospect clicks the ad; the keyword phrase bid
- How much you wish to spend on a daily basis over the period of the campaign; your budget
- How you control the interaction once someone clicks your ad; i.e., a landing page and not your website
- What type of offer you make on the landing page to get the prospect to take the next step; capturing the lead
After the prospect clicks your ad, you need to control the interaction so you can give the prospect something they want in exchange for something you want. Too many times I see businesses engage in a PPC campaign and the ad take the prospect to the website home page. I wish I could see the look on the face of your prospect then as they ask, “Now what am I supposed to do?”
It takes skill and planning to build a landing page where you can control the interaction and accomplish your goals for the campaign.
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