Search Engine Marketing

How It Works

When someone performs a search, the engine returns a page of results. On this Search Engine Results Page (SERP), there are:

• Organic listings on the left
• Sponsored listings on the top and right

Organic listings are free. However, search engine algorithms that determine SERP rankings are complex and constantly changing – making it very difficult (and often times expensive) to secure or maintain a good position.

Sponsored links are sold in an auction-style environment. An advertiser determines “keywords” that best describe the business, product or service – ideally those that an Internet searcher would be likely to use. The advertiser then determines a budget and bid price for each of the keywords (amount you are willing to pay for someone clicking on the ad). Based on factors including bid price, keyword competitiveness, and relevance, the ad may appear in the SERP. When a searcher clicks on the ad, the advertiser is charged the bid price.

SEM Benefits

Be Where People are Looking

Search engines are now the #1 source for people looking for a local product or service – ahead of Yellow Pages, newspapers, and even Internet Yellow Pages. If you’re not there, your competitors will be!

Only Pay for Real Opportunity

With search engine advertising, your message is displayed in front of interested searchers, who are looking for your products or services. But unlike print or display advertising, you only pay for those potential customers that take action by clicking on your ad.

Equal the Playing Field

Trying to compete with larger organizations that have bigger budgets and extravagant Web sites in organic search results can be expensive and futile. But with a carefully crafted and managed search advertising campaign, and a quality Landing Page, you can compete with your biggest local or national competitors.

Highly Measurable

By its very nature, search engine marketing is inherently quantifiable, and it's easy to measure your success and return on investment. Track exactly how many people saw your ad, how many visited your Web site, how many called your number, and more!

Locally Targeted

Nearly 80 percent of consumers report having used the Internet to research a product or service, then purchased offline from a local business (Nielsen Online). With the ability to geotarget your ads, you can make sure your online advertising message is seen by consumers in your immediate local area, state, or nationwide.

Predisposed Buyers

Reach people actively searching for products and services just like yours! And it’s not just about online commerce! For every $1.00 spent online, Internet research influences $2.56 in offline purchases, and that figure will grow to $4.68 by 2012 (ROI Research, 2006).

Predictable Results

With search engine marketing you can budget your spend to receive a steady flow of leads, enabling you to predict (based on your conversion rate) a certain number of new monthly customers or sales. And you can increase or decrease the number of incoming leads at any time.

Easily Customizable

Search engine advertisements can be instantly changed and uploaded to the ad network in order to reflect seasonal promotions, special offers, etc., aligning them with other marketing efforts. You can even run several different ads simultaneously.