About Search Engine Management (SEM), or pay-per-click (PPC)

SEM is building, maintaining and optimizing search advertising campaigns with pay-per-click vendors such as Google AdWords, Yahoo! Search, MSN and Facebook.

What Site Can Do for You

Campaign Build & Management

• Keyword Strategy | The set of keywords and phrases used in your campaign, organized in ad groups
• AdCopy | Ad copy for each ad group (in multiples if A/B testing)
• Landing Pages | Unique landing page design and messaging for each ad group
• Campaign Build | Uploading structured campaign to search vendors
• Maintain | Manage bidding and budget, expand/edit keywords and adgroups, manage against cost per acquisition (CPA) goals

Campaign Optimize

• Test-learn | Introduce new ad copy, test multiple landing pages, target new segments and optimize for improved conversion.

To inquire about Site services, give us a call and start by telling us about your marketing objectives.

Things you should know about Search Engine Optimization, SEO, or Natural Search:

1. Natural search traffic conversion rates are often 3-4x that of paid search, or SEM.

2. Natural search optimization involves a number of tactics including:

• Listing your site in directories like Yahoo! and DMOZ
• Updating your site regularly with keyword-driven content
• Building intra-site links
• Building offsite links
• Adding search-friendly HTML code to each page, ie: meta keywords and meta descriptions
• Bringing traffic to your site through newsletters, advertising, PR, word of mouth, viral/buzz marketing, etc.

What Site Can Do for You
Typical Site SEO engagements include creating or optimizing an existing vehicle for frequently updated content such as a newsletter of blog. Services include:

Strategy

• Content Survey | A look at your current content and keyword usage
• Keyword Survey | A survey of industry keyword usage
• Competitive Survey | A survey of your immediate competitors, their traffic volume, top keywords and inbound links

In a phrase, marketing optimization is the practice of simultaneously maximizing customer lifetime value, and minimizing costs per acquired and retained customer.

Setting objectives around hard metrics like revenue and cost, marketing optimization is a highly accountable, data-driven discipline. With the infrastructure to properly define, track, measure, test and analyze the interactions with your customers in-market, we can expect returns for our optimization efforts in the following ways:

• Increased customer acquisition and retention rates
• Reduced customer acquisition and retention costs
• Increased customer life time value

To learn more about how Site might can help you optimize your marketing practice,
download our >> free white paper: Integrated Marketing Optimization

The Internet has ushered in an entirely new generation of acquisition marketing tools and technologies. Customers might now find us through searching for our brand or products on Google or Bing. They may hear of us through a forwarded email or come to us through a blog link. They might also link to us through social media sites such as Facebook, and Twitter.

Audience targeting means identifying a number of targeted launch audiences that are distinctly different from each other. Business vs. consumer, or new vs. repeat customers, for instance.

Post-launch, new segments and sub-segments will be discovered through the marketing optimization process. Audiences will become more complex and specifically defined as we spend more time in-market.

The following is a framework for describing each of your targeted audiences. A solid definition of the unique characteristics of your target audiences - or customer segments - will come in handy when you start building targeted acquisition campaigns.

• Persona
  Develop a persona that represents the segment. What are the segment demographics? What is the average income, education level, geography, age and media consumption habits?
• Relevant appetites
  Which of your brand's products or services is this segment most interested in?
• Consumption behaviors
  When, how, where and why does this segment consume the brand's offering?
• Unmet needs
  What does the segment want that they can't find?

A good brand position will consider and reflect how key stakeholders envision the brand. The following is a successful template for helping stakeholders to define their vision for the brand:

1. What is the brand’s mission?

2. Describe the company’s business vision.

3. What is the best “descriptor” for The brand? A descriptor is a term used with a brand name to describe the category in which the brand competes, such as “online bank”.

4. What about your marketplace provides you with inspiration?

5. What are your aspirations for the brand in relation to competing brands?

6. What do you think are the most essential components of the company’s “DNA”?

7. Which brands in your industry do you most admire and why?

8. Which brands in any industry do you most admire and why?

9. What business models (in your industry or others) would you like to emulate and why?