SEM (Search Engine Marketing)
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1 SEM (Search Engine Marketing)
2 SEO (Search Engine Optimisation) overview SEO. Imagine you have a car and it needs a service. It is a bit like having a website and it needs optimising. Online technologies and markets are forever changing, just like cars! The message behind this analogy is that you will always have to keep fine tuning your website by means of optimisation just the same way you would tune and service a car to improve its performance. SEO, or Search Engine Optimisation, is the term used for improving your site in relation to your search engine ranking. Your placement in the search engine index is essential to your flow of traffic. The vast majority of mainstream sites will receive traffic directly from search engines such as Google. The higher your ranking / placement in these indexes, the greater the flow of traffic. For example, if you are an electrician in Manchester, and someone Googled electricians in Manchester and you hold a page 1 spot in Google, it is very likely that someone will visit your website. Most searchers are going to browse the first few sites in Google and not others. Therefore, you want to be placed in this bracket of at least the first couple of pages. Most of the techniques that are used to promote sites in search engines deal with text. The way this text is written and structured throughout a page is very important a bit like creating paragraphs and punctuation in an unformatted text document. Although SEO helps to increase the traffic to one s site, SEO is not advertising. Of course, you can be included in paid search results for given keywords but basically the idea behind the SEO techniques is to get top placement because your site is relevant to a particular search term, not because you pay. SEO can be a 30 minute job or a permanent activity. Sometimes it is enough to do some generic SEO in order to get high in search engines for instance, if you are a leader for rare keywords, then you do not have a lot to do in order to get decent placement. But in most cases, if you really want to be at the top, you need to pay special attention to SEO and devote significant amounts of time and effort to it. At this point you may want to engage Clear Creative for SEO services a bit like you would want a car mechanic or garage to service your car! 2
3 SEO (Search Engine Optimisation) packages At Clear Creative our search engine optimisation (SEO) packages are scalable to meet your business s online marketing targets. The following is an example. Standard SEO Package. (6 month contract) Set up of one keyword campaign to your home page url eg: Off page Optimisation 300 manual directory submissions. 75 social bookmarks. Keyword writing of three relevant articles (max 500 words) for SEO directory wordspinning. On Page Optimisation Long tail keyword research to given keyword strategy. Page optimisation for the index page (home page). Reporting Weekly crawls & rank tracking provided as monthly PDF reports. Conversion rate appraisal and action plan. (eg. Continual improvement and recommendations). Administration and setup initial cost 250 (per domain). Ongoing cost per month (6 months minimum) 150 per month. Advanced SEO Package. (6 month contract) As above but with the addition of 2 x social media accounts linking eg: Twitter, Facebook Specific page urls in addition to home page url for the given domain. Weekly reporting, competitor analysis and keyword submissions to 4 other urls of web directories other than your root domain or homepage url eg: Administration and set up initial cost 360 (per domain). Ongoing cost per month (6 months minimum) 280 per month. 3
4 PPC (Pay Per Click) advertising Pay Per Click Advertising PPC Advertising is a method in which you display an online advertisement with keywords. Every time someone searches those keywords they will see your ad. Every time they click on your advertisement you get charged what the bidding rate is at that time. The bidding rate is dependent on the popularity and value of the keyword choice. PPC is a way to get your website ranked very quickly a bit of a turbo boost! The value of PPC is that you can see exactly what you are spending, where it has been spent and the subsequent impact on conversion and ultimately return on investment (ROI). Our clients expect to see a positive return. They can see exactly what is working, what is wasting them money and how much they are getting in return. To summarise, we at Clear Creative believe it is best practice to create a good website with effective SEO techniques and supplement this with a targeted PPC campaign. Both ways you win as you can track the effectiveness of both via analytic reporting tools. Clear Creative work with the Google AdWords team in Dublin, Ireland and regularly update our online PPC practices. We employ methods such as negative keywords, device tagging, network tagging and click-through conversion auditing. As a registered Google Engage Agency we have access to sales materials for Google AdWords which we can use to our customers benefit over that of a regular Google Adwords account. 4
5 PPC (Pay Per Click) packages Pay Per Click packages Our Pay Per Click management packages start from 199 per campaign - this includes a one-off set up fee of 160. You can choose your daily budget schedule from our ongoing proposals. Each campaign includes the following: Position Checks - Checking positions of your core keywords. Bid Management - Monitoring and changing bids and ad positions to ensure all KPI s and targets are met. Keyword Audit - Reviewing industry trends and search query reports to identify new keywords and negatives. Ad Text Review - Reviewing ad text performance identifying strong and poorer calls to action, testing new calls to action. Placement Audit - Reviewing placement (websites that your ads appear on in the GDN) to identify websites that we do not want to appear on or want to target more aggressively. Landing Page Reviews - Reviewing landing page traffic and ability to meet KPI/ targets. Budget Reviews Reviewing budget based on traffic available and ability to meet KPI/targets. Account Feedback and Recommendations - Reviewing the campaign targets against any new tools, features or betas recently made available and feeding anything relevant back to the customer as a recommendation. In addition to the above we are able to design specific landing pages to target each campaign. Once running, your campaign budget can be scheduled and the budget ceiling per day amended. For further information about our PPC campaigns please contact us on
6 Frequently asked questions FAQs How much should I expect to pay for ranking my website high on sponsored links? You can pay as much or as little as you want. Think of your AdWords account like buying credits. Everytime someone clicks on your campaign they use one of your credits. The more credits you have the more clicks to your site you will get! The value of credits is dependent on how competitive the keyword is. A good example of this is cheap cars. There are a lot of car dealers competing for top spot on sponsered links for those specific keywords. If one dealer assigns more budget (credits) then he is likely to get placed higher than someone who doesn t. At Clear Creative we advise you of effective budgets and relative value of keywords. Can I manage my own Google Adwords? You can manage your own AdWords account. However, as a registered Google Engage Agency we have access to software and marketing tools that you don t get with a standard Google AdWords account. However, we can set your campaign up and show you how to use the basic tools of your own AdWords campaign panel so you manage your keywords campaigns. Is Google different to Yahoo and Facebook advertising? Google AdWords are different to impression clicks on Facebook. The difference is not only the campaign set-up but also the fact that the Facebook ads are tagged to specific user profiles, whereas Google relies on someone keying in a search term relative to your campaign! Both use the same way of charging via a click rate. Why should I use Clear Creative s services? We have been using Google AdWords for over 10 years and have seen significant changes in how Google and other search engines have changed their search logrithms. Google is the main search engine for the web. In addition, Google owns YouTube which is the world s second largest search engine. Because we are a registered Google Engage Advertising Agency we have access to training and sales aids from Google which a normal Adwords user just doesn t get. The advantage is that this benefits our customers as we are able to offer effective online marketing strategies that maximise our clients ROI (return on investment). 6
7 Invoicing & Payment Payment terms Our payment terms are 30 days. VAT at the standard rate (currently 20%) will be added to your invoice if you are based within the UK. For new clients we will require pre-payment of your initial project set-up. Clients wishing to use either our PPC services or SEO services will be required to set up a monthly standing order. Accepted Payment Methods Standing order. If you have any questions regarding prices, payment and invoicing please contact us on or google@clear-creative.co.uk. Contact Clear Creative UK Ltd, The Lodge, 306 Walmersley Road Bury, Manchester BL9 6QF Enquiries: Tel: Fax: google@clear-creative.co.uk This document is subject to our terms & conditions and may be amended at any time. Please check our website for any updates. Images used for illustration purposes only. E&OE 7
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