Search Engine Marketing is the most practical, cost-effective and efficient way to reach your target audience. Traditional methods had businesses invest in an ad spot. In SEM or paid search, you basically pay nothing for your ad to appear on the search engine for potential customers to see. You are charged only once a user clicks on your ads.
Over 90% of people world over have gotten used to the habit of ‘googling’ or using search engines to find just about anything. Given the enormous audience and exceptional targeting capability of Google, dramatic results can be achieved in a very short time. Whether you’re a startup or a brick and mortar shop that launched a new website, the right SEM company can tailor their SEM services according to your needs, and provide them well.
Here’s what to expect from the ideal SEM company and a good insight of how each aspect can help your business.
1. Competitive Research
Competition lurks around every corner of today’s industry. The market appears to be crowded not just by businesses, but blogs, social media, wiki sites, and more. No wonder the best sites with the best services out there can become non-existent in the online world. A comprehensive analysis can gauge how strong competition is, asses the situation, and aid in formulating an effective marketing strategy to stay on top of your game. While Google is the market leader, a good SEM company never overlooks Bing and Yahoo! Search, and other channels which manages to maintain a large audience.
2. Seamless SEM Integration
Initial research gives the SEM company a better understanding and enables them to follow through with appropriate strategies, including:
Pay-Per-Click. One of the main objectives of SEM is to ensure your business is marketed to the right customers. PPC advertising increases visibility as ads are shown to people who are already searching for the kind of products or services you are offering. They are more likely to click on it to learn more, buy from you or avail your service, thereby traffic substantially increases.
Content Optimisation. A website audit may be conducted to check for technicalities such as page speed and links that need to be added or cleaned up. Expert SEM consultants have a broad understanding of how different pages are ranked by search engines. Content quality, accuracy, keyword quantity, and webpage traffic patterns are some areas that may have to be addressed.
Reputation management. SEM consultants can setup Google Alerts to notify you whenever your company is mentioned anywhere on the web, especially when it comes to complaints. Quick resolution of customer service issues is crucial in maintaining your online reputation.
3. Comprehensive Keyword Analysis
Keyword research is crucial to a well-planned SEO strategy. The most common and obvious keywords that come at a high price aren’t always the best choices. Rather than generic keywords, business-specific long-tail keywords are preferred to better target audiences. In performing a keyword research, all relevant keywords and actual phrases, including the number of searches made and average cost-per-click are deemed valuable information. The more time invested on thorough research, the more opportunities to outrank competitors upon the discovery of high-volume keywords which other businesses may have skipped.
4. Tracking and Reporting Transparency
A successful campaign is not all about seeing an improvement in rankings, but is also founded on traffic increase, quality leads and boosting sales. Tracking all impressions and conversions will help you measure the value of your ROI and campaign performance. Clients should be able to see for themselves, track, edit and manage their own ad campaigns.
Data analysis and statistics monitoring offers a reliable way to determine which SEM strategies are working and those that are ineffective. SEM specialists may look at your current ranking, the amount of traffic, and which products or services racked up the most revenue. Numbers on graphs or tables are not enough though. Find a company that will take the time to give you feedback and explain the figures and key metrics.
Reputable companies take pride in their previous campaigns often supported by real-time reporting, credible ROI estimation, and stellar communication. So don’t hesitate to ask about what they did, how the campaigns were executed, and what the return on investment was.
5. Flexible and Adapts to Change
It’s imperative to choose a firm that fully understands the changing algorithms and keeps abreast of the latest updates. You’ve found a good SEM company when they are constantly innovating to create unique solutions for you. SEM experts that they are, expert consultants remain open to collaborate with other web experts with only your best interest in mind. They usually work with web designers to build an incredible website that compels visitors to respond to CTAs. SEM backed by SEO specialists to drive traffic and increase sales, web developers to give you the technological advantage, as well as digital content managers to increase customer engagement will undoubtedly attain great outcomes.
Not only do the most reputable companies track your ROI, but they’re dedicated to increasing it. Sure, the whole point of your campaign is to get as much visibility as possible. You want to ensure that loads of people see your ad and then click through to view your website or offer. And you’re probably willing to invest whatever amount is necessary in order to achieve this goal. However, even if you attract a lot of new visitors, it is only beneficial if you actually see a return on your investment.
The most reputable companies understand the importance of making your ROI a top priority. No matter the size of your budget, SEM Singapore experts are focused on getting way more out of it than it is worth. This means that they do more than choose the most popular keywords, they instead find those that are most relevant to your business. Instead of thinking in terms of cost-per-click, they think in terms of cost-per-sale.
7. Focus on Attracting Quality Links
If you want to get the attention of your target audience, then one of the best ways to do it is by link building. This involves other relevant websites linking to yours. Not only can they attract a large amount of traffic, but they also affect your ranking in the search engine. This doesn’t mean that the more links you have, the better. In fact, if your links are not from quality sources, it may do more harm than good. Sure, having a bunch of backlinks could get you results in the short run, but how does it affect the overall life of your business?
The great thing about building quality links is that they continue to work over the long term. Reputable companies understand that search engines like Google, Bing and Yahoo tend to look favourably upon the sites that have the highest quality backlinks. And this means that they will be more likely to give you higher rankings in the search engines. So be on the lookout for a Singapore SEM agency that believes in quality over quantity.
8. Crafts Enticing and Engaging Ad Copy
There is nothing more captivating than a well-crafted ad. In fact, if done well just one ad can lead to thousands of new customers. A great ad is usually the result of great ad copy. This is why it’s so important that you search for a company that is skilled in creating ad copy that is both enticing and engaging. The best ad copy can outdo even the highest bidders and search engine rankings. And this is a great way to stand out from your competition.
9. Use Google Services
One of the best ways to secure the top spots in Google’s search engine is to make use of Google’s services. This company offers several services which can give your business a significant boost and a lot of exposure. For instance, if you own a brick and mortar business, a reputable SEM agency will suggest that you sign up for the Google My Business page. This is an ideal way to display your phone number, hours of operation and location. It also aggregates your customer reviews and allows you to engage with them. This has a significant impact on the way people view your business on all Google properties.
10. Committed to A/B Testing
The most credible companies will put a huge emphasis on A/B testing. You see, A/B testing requires you to simultaneous experiments two or more pages. This gives you the ability find out which pages convert or perform the best. Once you have an idea of what works consistently, you can develop strategies that are more consistent and predictable. There are several benefits to A/B testing. It increases your conversion value, lowers your ad spend, and helps to reveal other optimisation opportunities.
The most credible SEM firms understand this and that’s why many are led by their A/B testing. They don’t want to just stumble across a winning strategy, they want to record the steps that it took to get there so that you can continue to win. This especially comes in handy when testing your landing page. Many firms will do their best to identify a winning formula for your call to action, headline, images, and much more.
11. Industry Experience
If you want to ensure that you are working with the right company for you, then you find out if they have experience with your particular industry. While there are many companies that can provide quality SEM marketing services, not all will have knowledge about your particular niche. One of the best ways to tell if the company has limited experience is by taking a look at their list of clients. If you notice that they tend to work with the same industry over and over again, then they may not be the right choice for you. However, if you notice that their list of clients is diverse, then it’s a good sign. A big part of SEM is knowing what resonates most with your target audience and this comes with experience.
Not every business is able to invest in a multi-million dollar SEM campaign. In fact, some are just starting out and need a little guidance. If you are launching a startup and are working on a limited budget, then it’s important that you work with a company that will cater to it. Specifically, you should be on the lookout for companies who do not compromise their quality based on how much of an investment you make.
Due to the constant changes in technology and how they affect the day to day activities of SEM campaigns, you can expect the top companies in the SEM industry to provide you with the tools and resources that you need to be successful. From hiring the most creative technical staff members to implementing marketing channels that work, these SEM firms are familiar and well versed in numerous aspects of search engine marketing but are willing to try new things. For instance, these teams of SEM marketers are open to change including launching new betas and testing creative solutions to improve processes that need to be updated.
14. White Hat Specialist
If you want to ensure that you are working with a reputable SEM company, then you need to pay attention to their strategies. More specially, you need to find out whether or not they use white hat techniques. One of the biggest problems that a lot of Singapore businesses face is hiring a PPC agency that uses black hat practices in order to get their desired results.
Sure, you may notice that you get some favourable results, however, it’s important to keep in mind that these results are only temporary. In fact, in the worst instances, black hat tricks could cause your website punished or removed from the search engine altogether. So be on the lookout for a company that is passionate about using white hat strategies. Ask for a report of how they plan to help you get the most out of you SEM marketing.
15. Strong Verbal Communication
When you decide to hire these professional consultants for SEM, you should pay special attention to the way each representative communicates with you. Because industry-specific terms and phrases may be confusing if you are just starting out, a clear interpretation of what is being said is critical. Therefore, when you are making your decision to hire an SEM company, you need to consider how well the company explains the work that they do.
Also, when you are trying to hire the best match for your organisation, you need an SEM company that will not give you complex answers to straightforward questions. You should also watch out for ramblers that go and on without saying anything that makes any sense. For instance, if you want to make sure that you have the best fit for your company, you need someone that will give you a thorough point by point analysis.
The best SEM companies are usually very ambitious when they are working on your SEM campaigns. This is the quality that makes these companies better than others in the industry. Not only are they devoted to hitting the goals that you have jointly established, you can look for them to be committed to achieving the highest standards possible.
Going above and beyond is simply what they do since they have a track record of success for anyone that they service. So, you want these professionals on your team to ensure your site is appropriately optimised for your content, an effective pay-per-click strategy is created and your online reputation is managed properly.
Finally, your business vision must coincide with the digital marketing company. Not only do dedicated companies listen such that they understand your vision, but work equally hard to get you there. SEM strategies like PPC can almost instantly get you conversions, but only if the SEM campaign is done right in the first place. Without a committed and experienced SEM services company to do it, you might only find yourself faced with unnecessary expenditures and disappointing results on top of valuable time wasted.
SEM marketing can have a huge impact on the success of your business. However, it’s important that you are careful about what firm you choose to work with. While each Singapore SEM agency tries to distinguish itself in some way, there are a few things that the best companies will have in common. And if you want to get the most out of your next campaign, you should keep the above list in mind.
In your search for the right Search Engine Marketing agency, streamline your choices to the trusted names. MediaOne is a renowned digital marketing group serving the industry since 2009. There’s one to meet your need out of their award winning suite of SEO services. You can rest assured that 100% white hat SEO among time-tested proven methods will be implemented towards your sustainable success.