Here’s how Sensis can help your business advertise.
“For businesses that operate in highly competitive markets, search engine marketing (SEM) offers a way to have ads appear in search results by paying for placement,” explains Sensis group manager of media products Cam Pegg.
SEM is often referred to as ‘pay per click’ (PPC) or ‘cost per click’ (CPC) advertising, and Pegg says it differs from SEO, which concentrates on lifting organic (unpaid or natural) search rankings.
“SEM works on an auction basis, where businesses bid against each other to appear in searches for various keywords, but unlike some other forms of online advertising, you only pay when someone clicks on your ad, and not when it is displayed.”
If this isn’t something you can implement yourself, there are teams of experts available who can take care of driving traffic and gaining leads so you can focus on running your business.
“For example, we offer our customers access to an industry-leading search marketing platform that has bid and budget management capabilities that were quite literally designed by a rocket scientist,” says Pegg.
“This allows us to constantly monitor and optimise our customers’ campaigns – up to 48 times per day – to ensure they’re getting the most clicks for their budget.”
Many SMEs think running a paid search campaign is out of their marketing budget reach, but the payoff might involve levelling the playing field.
For those looking to build their exposure with SEM, there are four key steps to prioritise, according to Pegg:
1. Focus on return on investment, not on impressions or ad positions Always track your conversion rates to see where you are getting the best value for money.
2. Remember paid search options exist outside of Google Advertise across multiple search engines, such as Google and Bing, to capture the broadest audience of in-market buyers.
3. Monitor performance and analyse data To determine the most effective bid it can help to use bid optimisation technology whenever possible to ensure efficient bidding and to reduce your workload.
4. Have a clear call-to-action on your landing pages It can be the difference between a bounce and a conversion. Make sure your campaign landing pages have a clear CTA to ensure you make the most of your SEM traffic.