tr?id=512356885781061&ev=PageView&noscript=1 Search Engine Marketing (SEM) - enCOMPASS Advertising Agency

Displaying items by tag: Search Engine Marketing (SEM)

Since 2006, enCOMPASS Advertising Agency has been leading the way in Search Engine Marketing (SEM), also known as Pay-Per-Click (PPC). With our exclusive Interactive Marketing Intelligence™ (IMI) platform, our clients consistently enjoy a distinctive advantage over their competition. And to widen that gap even more, we are excited to announce the upcoming launch of our all-new IMI dashboard!

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Running Search Engine Marketing (SEM) ads can be one of the most effective things you do to market your business and to attract qualified leads. Or, it can be a serious waste of your advertising budget. There are a few factors that will determine the difference between these two outcomes, and one of them is the strength of your copywriting.

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One of the most challenging aspects of running an effective PPC campaign is that your work is really never finished. Whether due to changes in consumer behavior or online trends, the efficacy of your strategy can wax and wane. If you take a “set it and forget it” approach to PPC, you shouldn’t be surprised when your tactics eventually become stagnant.

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When consumers are sourcing information about different products and services, they typically conduct their research online. B2B customers are no exception. In fact, research shows a staggering 87 percent of B2B customers turn to the Web when they are seeking information before making a purchase.

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In recent years, Search Engine Marketing (a.k.a. “SEM”, “pay-per-click advertising”, “PPC”) has risen to become one of the most popular channels for digital marketing. It’s not difficult to understand why: With a properly strategized SEM campaign, advertisers can both increase their visibility on the Google search engine results page (SERP) while also precision-targeting their messaging to reach a desired audience.

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One of the biggest benefits of Pay-Per-Click (PPC) advertising is that it provides advertisers with countless data points. By prioritizing and interpreting these data points correctly, advertisers can make smart changes to their strategy, maximizing their return on investment.

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Small business owners often dream of “organic” website traffic… visitors who trickle into their sales queue sheerly based on their interest in the company’s products or services. While organic traffic is certainly desirable, the reality is that many of your visitors are going to need a little push. Simply put, you have to make people aware of your business, your product and service offerings, and your website if you want them to pay you any attention.

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Those who work in search engine optimization (SEO) or website design know that Google adjusts its search algorithms pretty frequently, usually with tweaks too small to even notice. Every now and then, the search engineers trot out a truly significant algorithmic overhaul that sends the entire industry into a frenzy; the Google Penguin and Google Panda updates are a couple of historic examples.

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One of the most crucial aspects of your Google Ads campaign is understanding the Google Quality Score. Unfortunately, many advertisers don’t fully understand what the Quality Score entails, nor the steps they may take to improve it.

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Over the last few years, transparency has become an increasingly central issue in the world of online advertising. Google has addressed this issue head-on, noting in a recent blog post that they want their users to have some choice and control over the ads they see, and also to be able to quickly and easily determine who’s paid to place those ads. There are a number of examples of Google’s emphasis on ad transparency, such as the “Why This Ad?” feature you might see from time to time. By clicking on this text, users can receive information about why Google chose to show them that particular advertisement at that particular moment.

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    A lot of our best work… is invisible.

    We use microdata on all of the sites we build to make sure important details like address and business hours are passed on to Google and other search engines, making it easier for your customers to find you both on and off the web.

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