Search Engine Marketing (SEM)
Most websites have potential for SEM growth.
In our opinion there are 3 search term categories for most websites
- Specific Terms to the website’s product and services,
- Off Terms which are non specific and
- Generic Terms that are appropriate
Because we use all these sorts of categorisations in our own campaigns, we can tell you each has advantages and disadvantages.
Specific Terms:
For any website site we would suggest making the maximum use of Specific Terms.
- The disadvantage of these terms is they have relatively low search volume.
- The advantage is they are relatively cheap and because they are more specific to your website’s products and services, they’ll give the best value for your money.
Off Terms:
Incorporating Off Terms for campaigns can have the advantage of Specific Terms, good value for money, but are less focussed on your general business model. The difficulty with Off-Terms is hooking the users once they have clicked on the ad.
Landing Pages, specific campaigns and incentives can make this approach a winner.
We also suggest spreading the campaign by mirroring any Google Adwords campaign across to Overture Adwords (Yahoo and Bing), and making use of each search providers Content Network, this will help increase impressions for Blue Label Life ads and should keep costs relatively low.
Generic Terms:
Generic Terms have value, they’ll give you clicks and signups. It is difficult to guess what’s it value will be to your website until a live test is done.
- The advantage of Generic Terms is high volume of searches.
- The disadvantage is, it’s extremely competitive and click costs can be very expensive.
Tracking and Conversions:
It becomes very important to incorporate conversion tracking into any campaign. Ideally you need to know where each paying customer came from. With an E-Commerce website this would be done, automatically, with a payment page, but in the case of Blue Label Life a more realistic approach is to ask incoming leads where they found your website.
Incorporating a Google Adwords Tracking script on your Registration Completed page can be helpful in judging how well the site is retaining clicks across pages and gives a rough indication of the campaigns worth. Our staff will be happy to assist with this and we will send you any appropriate scripts as we progress.
Summary:
The market is what it is, It’s difficult to give any pre-campaign estimates. Any predictions from stat’s available from sources like Google are generally inaccurate, you have to test, start smallish and be prepared to ramp up quickly.