Search Engine Marketing (SEM)

Simply put, SEM is a marketing strategy that helps companies advertise their website in search results when a user searches for a specific keyword.

The most well-known (and effective) platform is Google Ads (also known as pay-per-click). It is a platform run by Google that allows companies / advertisers to “pay per click” on their advertisement. These ads show on the top of the search results page, as well as the side.

We will help manage your Google Ads campaign from beginning to end. This includes:

• Copy-writing (rewording) of your landing pages to include rich keywords;
• Strategic copy-writing and selection of advanced and expert keywords (using Keyword Planner) that will generate the best results;
• Third type of copy-writing, this time of the ad copies, using the right text and strategic formats; and
• Daily monitoring, reporting, and measuring of campaigns to make better Google Ads optimisation decisions

What are the pillars of our Paid Search Strategy that make us stand out amongst other agencies?

1. Strategy Component #1: Campaign Architecture

• Run Deep Research
• • Study Client’s Website
  • Study Client’s Competitors
  • Study Client’s Existing Data
  • Interview Client’s Sales Team
  • Study Google Keyword Planner
  • Review Client’s Landing Pages
• Develop Best-Practice Campaign Structure
• • Account Level
  • Optimum Campaigns
  • Ad Group Level

Strategy Component #2: Maximise Ad Rank

• Ad Rank Formula: Ad Rank = CPC Bid X Quality Score
• Step #1: Build the Optimal Campaign Architecture (Slide 6)
• Step #2: Maximise Quality Score
• • Continually rotate Ads to maximise CTR
  • Deploy thematically-relevant Ad copy
  • Deploy thematically-relevant Landing Pages

Strategy Component #3: Leverage Extensions to Grow Engagement

• Call-Out Extensions: Call-Outs add additional descriptive, persuasive copy to each Ad

• Sitelink Extensions: Sitelinks drive deeper engagement with your website’s landing pages
• Click-to-Call Extensions
• • Allow mobile phone users to call a landline
  • Allows for direct lead generation
  • Can be tracked in terms of clicks and calls

Strategy Component #4: Conversion Rate Optimisation (CRO)

• Conversion Rate Optimisation
• • CRO is a key strategy for reducing Cost per Action / Cost per Lead
  • A higher conversion rate provides clients with strong competitive leverage:
    • Bid less, but maintain lead volumes; or
    • Bid higher, grow Ad Rank, and generate more leads
  • iCumulus continually assists our clients to improve landing page conversion rate and user experience