Search engine marketing strategies with first party data

Our Search Engine Marketing experts specialize in navigating the ever-changing world of pay-per-click advertising. Utilizing extensive first party data analysis, they pinpoint and connect with targeted audiences, providing tailored content that enhances return on investment and ensures each ad engagement is a personalized experience for the consumer.

PPC campaigns optimized for conversion

Leveraging our ability to identify 40% of website visitors, we craft highly optimized pay-per-click (PPC) ad campaigns across platforms like Google, Bing, and AdRoll. This unique insight into visitor behavior allows us to refine our targeting strategies, focusing on the most relevant keywords and audiences.

Search engine marketing tactics

  • Google Ads
  • Bing Ads
  • YouTube Ads
  • First Party Data
  • Display Ads
  • Keyword Research
  • Campaign Management
  • Retargeting Campaigns
  • Ad & Copy Optimizations
  • Lead Generation
  • Competitor Analysis
  • Landing Page
  • Audience Curation
  • A/B Testing
  • KPI Reporting
  • Bid Strategy

Frequently asked questions (FAQs)

What's included with search engine marketing (SEM) management services?

Our Search Engine Marketing management includes five areas of service:

  1. Discovery and Onboarding: Review of the organization's products/services, website, KPIs, goals, budgets, internal processes, and more.
  2. Research and Development: Determine targeting, strategy, and methods. Review competitors and build advertising campaigns.
  3. Technology and Automation: Set up technology and automation to find opportunities, identify waste, detect fraud, and monitor performance.
  4. Landers & Funnels: Create a landing page for each campaign designed to engage and convert website visitors.
  5. Telemetry & Reporting: Establish attribution rules, deploy tracking technologies, and create custom reporting to track KPIs.
What is the difference between SEO, SEM and PPC?
SEO

Search Engine Optimization (SEO) is the process of improving the visibility and ranking of a website in search results pages. It is a means of increasing traffic to a website from free, organic, editorial, or organic search results. There are four aspects of SEO:

  1. On-page SEO: Optimizing web pages and optimizing content with target keywords.
  2. Off-page SEO: Improving the authority of your domain through backlinks.
  3. Technical SEO: Ensuring a website meets the technical requirements of search engines.
  4. Local SEO: Optimizing a website's online presence for better visibility within local search results.

SEM

Search engine marketing (SEM) is a marketing strategy used to increase a website’s visibility on search engine results pages (SERPs). Search engine marketing intersects with SEO, as it includes strategies like rewriting the content of a website and its architecture to achieve higher rankings. However, it generally refers to PPC marketing, where advertisers only pay for impressions that result in visitors, making it an efficient way for a company to spend its marketing budget. The average cost of SEM for a company is $36,000 per year. SEM spending can exceed $80,000 if services include mobile advertising, banner advertising, email campaigns, and social media management.

PPC

Pay-per-click advertising is an advertising model in which an advertiser pays a publisher every time an advertisement is "clicked" on. Offered primarily by search engines (Google) and social networks (Facebook, Twitter, Instagram, LinkedIn), paid advertising reaches consumers at the right time.PPC ad campaigns encompass numerous types of online advertising, such as:

  • Search advertising
  • Display advertising
  • Social media advertising
  • Remarketing
  • Sequential remarketing
  • Google shopping ads

Why is PPC/SEM challenging?

As competition intensifies, PPC expenses have risen sharply. Effective campaign management, including proper structure, keyword research, strategic bidding, and quality landing pages, is crucial to avoid escalating costs. A PPC management company with in-depth channel knowledge can deliver cost-efficient and swift outcomes, even in highly competitive areas. Collaborating with a specialized agency like IDM ensures access to proficient and profitable PPC services.

What is a google quake and how does that impact PPC/SEM?
A Google Quake tracks volatility of Google’s SERPs based on daily changes in rankings to monitor any signs that could indicate an update to Google’s algorithm. Since Google updates its ranking algorithm often, their results pages can change all the time. In terms of volatility, anything ranked between 0-2 is considered low, 2-5 is normal, 5-8 is high and 8-10 is very high. Naturally, the higher these numbers are on a given day, the more likely a change occurred within Google. A high or very high score indicates a high chance that your website’s rankings could significantly fluctuate. With this information, you can be more aware of the reasoning behind changes in your search rankings across multiple devices - if big changes are a result of your marketing efforts or Google’s algorithm updates.

Concrete results for your business

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