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SEM (Search Engine Marketing)

Search Engine Marketing &lpark;SEM) is a great way of getting your website to the top of a Search Engine Results Page. People aren't known to scroll and are even less likely to go past the first page. If you are on the 2nd page you might as well be on the 22nd, people don't look for long.

SEM is creating an ad to appear at the top of a Search Engine Results Page this can be through AdWords. The amount you pay for an advert to appear is based on the bidding price decided for the keywords you want to appear for. Paying for these ads to appear is by Pay‐Per‐Click (PPC) which is which is where for every click you get you have to pay the bidding price (this could vary depending on how competitive the keywords are and the size of your budget).

It isn't only the amount you are willing to spend to appear at the top but it also depends on previous campaigns and how well you performed on them. It also depends on how relevant your ad text is to what a person searches for. The quality of your landing page also depends on your rank.

"SEM is creating an ad to appear at the top of a Search Engine Results Page"

The way that we deal with SEM is that we first will find out what you want to achieve whether that is brand awareness or 10% increase in sales; this then gives us something to work towards. Using either your data or 3rd party data we will create an audience profile of the type of person you will want to reach. When the creative has been approved we will carry out A/B testing (this is where one part of the design will be different and these two adverts will be served to people ‐ the one that receives the most engagement and reaches your goal is the one we will go with and serve to everyone). Reporting of these campaigns will be undertaken throughout the running time (frequency depends on the length). Optimisation of the campaign will happen after the key metrics have been reported to make sure that your aims are achieved when the time frame is up. PAB have experience in getting clients adverts to the top rankings and change their approach depending on the client, their budget and what they have done previously.

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