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Search Engine Marketing
Search Engine Marketing involves the use of paid ads, otherwise known as pay per click ads, to provide additional visibility on search engine results pages (SERPs).
Imerex is a strategic digital marketing agency which means we tackle SEM by incorporating the same methods used in traditional advertising, namely, understanding the consumer before we start to run ads.
We think of keywords as questions a user might ask. We then write ads that let them know our client’s website is a place where they can find answers for that question. And of course, we make sure that the ad is tied to a landing page that moves the consumer along in their quest for an answer.
Combined with organic rankings, PPC ads are an effective way to get qualified traffic to your site. These ads, paid for only when a user clicks on them, appear in the “Sponsored” section of the search engine results pages (SERPS). PPC ads can appear on Search Engine Results Pages (SERPs) as text-only ads. They can also run on specific sites or a targeted group of like-minded sites as graphic display ads.
| How Imerex Creates and Manages PPC Text Ads |
Text ads can be deceiving. Because they look like ads you might see in a classified section of a newspaper, most people think they are easy to create and manage.
That misleading perception is precisely why so many businesses do not see a positive return on their PPC ads.
| Understanding the user is critical to choosing the right keywords |
Ads display on SERPs only when users search for specific terms. Since ads are triggered when a user types in a specific term (as determined by the PPC campaign manager), Imerex starts with researching potential customers, and understanding things like:
- What words they may use to describe your business or industry
- What words they may use that they "think" describes your business
- What words a business may use to describe themselves, but users rarely use
Once we have an understanding of these terms, we then create ads that are specific to each term. These ads are designed to create interest, but also qualify users so traffic driven to the site is more likely to convert.
Landing pages are created to work with the text ads. These pages are designed to provide further information to users who click on ads. Statistically, landing pages that are highly relevant to the ads result in higher conversion rates.
Imerex uses pay per click advertising as both a means to drive traffic as well as gather user behavior data. Understanding which ads drive the most traffic, which have the highest conversion rates, and so on, provides data we use to optimize the ads, and clients use for other marketing materials.
We then monitor the performance of each ad, and continually adjust and tweak the ads to better their performance.
| How Imerex Creates and Manages Graphic Display Ads |
Imerex creates graphic ads after analyzing data from text ads. This allows us to:
- Ensure that the messaging on the ads is highly relevant to potential customers
- Find highly targeted sites to run the ads
- Create multiple graphic ads so they are highly appropriate for each site