Understanding S.E.M.
The quick version for busy sales people.
Infotel sells Search Engine Marketing Management or S.E.M. Management. Though there are other options, at the moment Infotel currently only sells the management of Google’s Ad Words. The idea is to take what can be a very complex process for a business owner and manage it for them for a fee.
The 3 main videos below are intended to give you a bare bones overview of the main points of Google Ad Words. The idea is to give you just enough information to be able to confidently sell Infotel’s SEM Management services without bogging you down in the finer points. For more detail you can dig further into the videos we’ve curated here.
So, without further ado…
Next, familliarize yourself with the terminology… if you show customers example data, they will ask you to explain it.
And finally three ways SEM can help our customers.
And Now in a Little Bit More Detail…
The Genius Of Google Adwords.
In just 9 minutes and 11 seconds you can have an understanding of the genius behind Google’s adword system. You’ll see how the bid and the quality score work together to determine the ad’s final placement. You might be surprised to find that the highest bid doesn’t guarantee the highest ad placement result.
What is the Google Display Network?
Google ads don’t just run in their search results. The Google Display Network allows clients to connect with customers with a variety of ad formats across the digital universe. This network spans over two million websites that reach over 90% of people on the Internet. It can help reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile sites and apps.
Why are Keywords So Important?
Keywords are words or phrases that are used to match ads with the terms people are searching for.
Selecting high quality, relevant keywords for an advertising campaign can help you reach the customers you want, when you want.
Which Campaign Type is Right For My Client?
Advertising with AdWords starts with creating a campaign. The type of campaign should be based on your client’s advertising goals.
Some common SEM questions are answered below. If you have a question that isn’t listed here, use the form at the bottom of this page to submit it and we’ll make sure to get it answered and posted here ASAP. You will also get an answer directly by email.
Frequently Asked Questions
Couldn't I just manage my own SEM campaign?
Sure you could. SEM however is for most people a painstaking and arduous task. We have people who like doing that sort of thing. Get them working for you.
Can you run SEM on a website built by someone other than Infotel??
Yes you can. SEM however is most effective when the website has been optimized for search engines (SEO). SEO gets done on every website we create. We can check your site for you and let you know if it needs optimization.
Who writes the ads?
You will have as much input as you’d like and get final aproval on all ads. Once the campaign is underway we will be constantly tweaking your ads to optimize your results for every dollar spent.
Do I get access to the analytics?
We’ll send you monthly reports.
Can I do a weeklong campaign?
Nope, sorry just 4, 6, 8 and 12 months.
Can I take over my campaign?
If you wanted to continue your campaign at the end of the contract we can simply transfer it over to your own Google account.
Can I see some numbers?
Absolutely. We’ll put our SEM numbers up against anyone in the industry. You can download an actual report (with the specific company name removed for their privacy) directly from here: SEM-Sample-Report.pdf
How much should I be spending on SEM?
There is no simple answer to that question. It will depend on your business type and the amount of competition in the area you are operating your business. More competition means you’ll have to fight harder to come out on top of your competitors. Generally, the way Google ads work is that your chosen keyword (plumber, dentist, baker etc.) are up for auction to all those who are paying for google ads in the same geographical area as you. You can choose how much you’re willing to pay whenever a customer searches for that keyword and clicks your ad. This is your keyword’s maximum cost-per-click, or max CPC, bid amount. As long as your settings are set to pay more than your competition you will come out on top.
The real trick is figuring out how much a certain keyword is worth in your area, finding out what your competition is willing to pay and then beating their bid. Then you need to try to understand how many potential customers are actually looking for the product or service you are providing and hit them with just enough ads to scoop them all up. If you offer to pay too much as a max CPC then your campaign will run out of funds before the month is over leaving potential customers on the table.
If this all sounds tricky, it is. It’s about balance and testing – and then testing and tweaking some more. Our SEM pros monitor your campaign carefully and we send you monthly reports with detailed metrics showing how you are performing.
So, how much should you be spending? The answer to that can only be given after testing your market. Generally, starting low and increasing the budget until the sweet spot is found between cost, market saturation and your business’s capacity.