Search Engine Marketing – SEM

Among the main objectives of search marketing the following shown below here can be listed as example:

Search Engine Marketing – Adv online and beyond.

Enough of the leaflets, the posters on the walls or the issues in the newspaper. Advertising is no longer done only offline, on the contrary. Since the web is a constant and growing increase in connected users, it represents the most fertile ground for positioning and making yourself known.
Flexibility and traceability are the strengths: we analyze the results and modify the activity to intercept the self-profiled target of interest.

Among the main objectives of search marketing the following can be listed, as an example:

• Online Benchmarking – Study of the competitive scenario on search engines (both in terms of channel saturation and in terms of the quality of the messages / contents proposed)
• Online branding – Increase in brand awareness through the monitoring of search engine results
• Brand monitoring – Monitoring of sentiment in search engine results
• Database building –  We continuously feed a database to undertake further marketing activities, this is done using the main channel as a gateway to promotional initiatives.
• Lead generation – Production of highly qualified and motivated lists of users inclined to purchase based on engine results.
• Direct sales – (E-commerce) through search engines and price comparators (vertical engines)
• Online customer support – Online customer support (eg presentation on the engines of the user manuals of the products sold).

There are multiple platforms that can offer either simple and complex services to create campaigns according to forecasted targets. In fact, the most important aspect for evaluating the effectiveness of the actions undertaken is to structure an analysis model:

• Define the general objectives of the SEM campaign, which means understand where you want to go and how you want to get there.
• Making the macro objectives into micro objectives in order to implement specific and peculiar actions – it is useless to put too much meat on the fire … it will burn itself!
• Assign the correct SEM budget to each campaign for each goal (diversifying the ad content and landing pages, which are always relevant, not just focusing on single a “campaign” or on a single “ad” – tips!) – you have to understand what energies are needed for your campaigns.
• Create or use authentic Landing Pages that respond to the Call To Action of SEM campaign announcements – no one would like to search on the web for the latest model of a fantastic women’s bag and find out to arrive among men’s socks!
• Use monitoring systems to evaluate Search Engine Marketing – if you have a bicycle you have to proceed and pedal, otherwise you will never reach out the finish line.
• Testing variants (A / B or multivariate tests) for both ads and landing pages (using various tools such as Google Experiments in Analytics – which has taken the place of Google Website Optimizer) – is like having a romantic dinner and, in front of your own mirror, try out all the evening dresses to decide which one we are at best!

HT&T Consulting analyzes the market and competitors to allow its customers the best possible investments for their firms in the online advertising field, to position the brand and products through targeted choices and planned campaigns.

HT&T, in addition to having more than 10 years of experience in Search Engine Marketing campaigns, uses third-party tools, both for comparison and for the measurement of effectiveness (both at intermediate and full level).

HT&T is a certified company partner for Google Adwords advertising services.