S.E.M.

Definition SEM  // Search Engine Marketing // Paid Search // Search Marketing  // PPC // Pay Per Click // Cost Per Click // CPC // Keywording // Keyword Bidding  // Sponsored Links // Google Adwords // Yahoo Search Marketing // MSN AdCenter  … are all synonyms or closely related. Illustration Search engines are present at all time during the “customer journey”: from moment they are looking to define what their needs are to their actual choice of a particular product or service, potentially having also visited forums, price comparison sites, voucher sites etc... along the way. A customer interested in purchasing a new flat screen television set could for instance perform the following queries on Google: Plasma vs LCD best LCD television ? cheap samsung LCDs ? buy Samsung UE-40B7020 Kaizen Marketing Group specialises in Performance-Based Search Engine Marketing We can offer you a wide range of SEM services from consultancy and optimisation of your existing paid search campaigns to full management of bespoke keyword campaigns on Google Adwords, Yahoo Search Marketing and MSN/Bing AdCenter.

PAYING ON ACTUAL PERFORMANCE ? Although anyone could start a paid search campaign on search engines with a relatively relevant keyword listing, it is all the more easy to spend significant amounts without hitting a set CPA or ROI. Numerous agencies will charge you according to the budget you spend through them (or they spend on your behalf). Consequently, the more these agencies spend the more they earn, regardless of their client's actual performance. In some cases this could create conflicts of interests between the advertisers objectives and their agencies SEM strategies. In fact the better a keyword campaign is, the fewer clicks (or visitors) are necessary to convert into valid orders or qualified leads. Sometimes the effort is put too much on generating visits to a website, which is effectively where these agencies earn, rather than really focusing on conversions and ROI down to the keyword level. Here at Kaizen Marketing we are so confident in both our technology and know-how that we can offer you to pay us on the actual measured performance of your SEM campaigns > Contact us for more information

OUR RANGE OF SEARCH ENGINE MARKETING SERVICES

CONSULTANCY

• definition of the advertiser's actual needs in terms of PPC,
  
• SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis,
  
• definition of a commercial strategy (positioning) in line with the editorial guidelines,
  
• market intelligence and competition analysis,
  
• keyword Quality Scoring, landing page and website content relevancy analysis,
  

SETTING UP PAID SEARCH KEYWORD CAMPAIGNS

• setting up generic and specific keyword campaigns according to the advertiser's needs,
• organisation of the SEM campaigns and ads according to the advertisers site's hierarchy (mirroring the categories and sub-categories),
  
• integration of datafeeds, product feeds or catalogues where necessary (XML or CSV product files turned into ads),
  
• exclusions (negative matching) of irrelevant search terms and behaviours,
  
• geo-targeting, ad positioning and scheduling setup,
  
• synchronisation with conversion performance tracking tools and log analysis.    

PPC CAMPAIGN MANAGEMENT & OPTIMISATION

• keyword bidding adjustments according to ROI or CPA criteria,
  
• setting up of keyword bidding algorithms and automated adjustment rules,
  
• visitor query analysis and editorial optimisation (study of the long tail and negative matching from the search logs),
  
• anticipation of seasonality, stock levels, promotional events, media “buzz” or even weather forecast in bid management

REPORTING

• daily, weekly or monthly reports according to the advertiser's requirements on: market share, CTR (Click-Through Rates), conversion rates, performance and overall profitability per campaign, ad, or even down to the keyword level
• monthly reports on maintenance and optimisation activities (editorial changes, targeting improvements, strategical choices...).

SEM Qualifications Google Adwords Qualified Company Kaizen Marketing Group is a Google Adwords Qualified agency. Every Keyworder & Account Manager in the team must pass the Adwords qualification exam once a year. Our team of experts can help you in various ways: One-off PPC Campaign Optimisation Should you prefer to keep control of your PPC campaigns in-house, but are still interested to get your account audited or to get training on how to best optimise your campaigns our SEM Consultants are here to help. We can also source PPC tracking and bid management technologies*. Ongoing PPC Partnership You may also go for the fully managed SEM solutions, in which case your dedicated Keyworder or Account Manager will take care of everything for you. All you need to do is keep them posted on your strategy, editorial guidelines, stock levels or even your competitive advantages and give them CPA or ROI targets. They will then optimise your paid search for you and report on a regular basis. A UNIQUE TECHNOLOGY Over the last five years Kaizen Marketing has taken an active part in developing exclusive tracking and  bid management terhnologies  in parrnership  with Personalized Software Ltd. allowing us to control your budget and optimize your ROI and editorial choices in real time.