ILI Solutions Blog

Web Search Engine Marketing (SEM) is like websites Search Engine Optimization (SEO) except while the latter targets organic visibility the marketing tries to promote your site through paid advertisement. Whether it is through Google, Yahoo, Bing or other like search engines it’s all based on your willingness to pay per click or impressions. The end resultant to either campaign strategy is the same, attract prospect traffic and convert them into revenue.

With Search Engine Marketing (SEM) the dollar is the weapon of choice. If you’re willing to outbid your competition it may get you higher ranking in some cases, but not always. Furthermore, don’t expect that if your showing at the top one day will you stay there all the time. Your ranking and credibility with the search engines plays a vital role. Several things are important with website Search Engine Marketing (SEM).

First and foremost is to know your target audience. Every click you get costs you money, but if you forget who your targeting it will cost you more (as in lost possible clients). If you’re not attracting your audience with your ad and they are hesitant going to your site the moment they click if they have not been enticed to read more through your site you will lose that prospect traffic. You have probably seen that performance indicator on the various search engines as ‘Bounce Rate.’ This is identifying the number of visits to your site that have left your site immediately upon visiting for the first time. Having a high number of bounce traffic is not a good thing. So keep your viewers enticed from the moment they read your ad to the moment they click on the “call me” or email you a form.

Second is to be sure to get that prospective traffic’s attention with your site. The most important way, agnostic to your product or service, is to have great content. The user who is looking for a family law attorney does not want to read that you are a personal injury attorney 90% of the time and part time doing family law. Make sure that the content is driving home the point of the advertising. A way to fix this is to be sure that the advertisement drops you on the page that talks about your specialization in family law and not your home page if it does not cover anything about family law. All these tips help your firm development online. Drive home the ad with your content.

Thirdly, which brings the first two items together and seals the deal, is to empower the prospect traffic to commit to click on the phone number to call you or fill out the form to engage you the provider. By making it easy for the traffic to engage you makes it easier to convert them into revenue. So have the phone number everywhere, have a form on every page, or put a big fat arrow pointing to what you want the prospect to do once they are on your page. Remember conversions equal revenue.

This of course is just the beginning. It is not only advertising you as an important step of letting people know your there, but managing your campaigns is just as important. If you have to change your ad every other day to see how people are reacting, then that’s the name of the game. Reach out to your prospect traffic, grab your prospect traffic, and convert your prospect traffic into revenue.