Search Engine Marketing (PPC Advertising)
CMG specializes in all of your visual marketing needs AND now is a Google Premier partner that can get all of your visual marketing in front of the right demographic! With an increasing number of consumers researching and shopping for products online, search engine marketing has become a crucial online marketing strategy for increasing a company’s reach. In fact, the majority of new visitors to a website find it by performing a query on a search engine.
In search engine marketing, advertisers only pay for impressions that result in visitors, making it an efficient way for a company to spend its marketing dollars. As an added bonus, each visitor incrementally improves the website’s rankings in organic search results.
When advertising online it’s important to do the following:
- Conduct keyword research and select a set of keywords related to your website or product
- Select a geographic location for the ad to be displayed within
- Create a text-based, display or video ads to display in the search results or Google Network
- Bid on a price they that you are willing to pay for each click on your ad
Premier agencies receive some extra benefits compared to the lower tier providers. In addition to community membership and product updates, phone support, and promotional offers, you benefit from:
- Executive Business Training
- Dedicated Account Management
- New Business Strategy Consulting
- Invitation to the Annual Partners Summit
What this means for our clients is that we’re able to work with Google to obtain support and data that can give us the edge when developing their campaigns, whether that’s organic or paid.
Importance of KeyWord Research
Thorough keyword research can help you identify negative keywords – search terms that you should exclude from your campaigns. Negative keywords aren’t terms with negative connotations, but rather irrelevant terms that are highly unlikely to result in conversions.
For example, if you sell ice cream, you might want to exclude the keyword “ice cream recipes”, as users searching for ice cream recipes are unlikely to be in the market for your product.
This concept is known as search intent, or the likelihood that a prospect will complete a purchase or other desired action after searching for a given term. Some keywords are considered to have high commercial intent, or a strong indication that the searcher wants to buy something.
Examples of high commercial intent keywords include:
- Free shipping
Keywords and Account Structure
Another crucial aspect of keywords that is essential for the success of a search engine marketing campaign is account structure.
Logical keyword grouping and account structure can help you achieve higher click-through rates, lower costs-per-click, and generally stronger overall performance. And keyword research can help you think about how to best structure your account.
Ad campaigns can, and should in many cases, focus on similar products or services. For example, if you run a hardware store, one ad campaign could focus exclusively on autumnal products such as leaf blowers, rakes, and leaf bags, whereas another might focus on power tools and so on.
Advantages of being a Google Premier Partner
Because CMG is a Google Premier partner, there are significant advantages for our clients. That means CMG has demonstrated ads skill and expertise. CMG is a top performing agency recognized by Google that manages higher spending and meets additional certification and performance requirements that go beyond the basic Google partner level.
In order to receive the designation of a Google Premier partner, CMG has met Google performance requirements by delivering solid overall ads revenue and growth while maintaining and growing our customer base. As a Google Premier partner, CMG has met a higher spending requirement across managed accounts, which indicates our company has a healthy amount of activity.