Paid Search

Paid Search

, or Search Engine Marketing (SEM) involves any form of search engine ranking that you must pay a search engine to achieve. The good news about paid search relative to advertising on traditional media is that the returns on paid search are more easily measured. The bad news is that paid search is still a cash expense, and whether SEM pays for itself or not depends on how well a paid search program is implemented.

OnlineMatters has implemented search marketing programs, ranging from a few thousand dollars per year to millions of dollars per month. These include pay per click (PPC advertising), banner advertising (CPM advertising), paid inclusion, and text linking programs, either as stand-alone programs or as part of our Integrated Online Presence program. We can implement search marketing programs to be managed directly on behalf of our clients. Alternately, OnlineMatters will hire and manage agencies specializing in SEM. When we manage search marketing on behalf of our clients, our goal is to set up the paid search systems in-house so that our clients can ultimately run their search marketing programs for themselves.

Our SEM programs include:

• SEM/PPC keyword analysis and selection
• Search marketing bidding and placement strategy
• Online advertising channel strategy and implementation
• Keyword submissions to search engines
• Automated PPC bid management
• Banner ad and landing page development
• Multivariate testing of creative
• SEM reporting and metrics