Our approach to SEM is what we call “holistic search engine marketing.” We’ve identified seven core elements that go into effective SEM, and we make sure to apply these principles to each of our clients. You can get more details about each of these seven aspects here, but the overall takeaway here is that we consider SEM more than just buying keywords and placing bids. To be successful at SEM, we consider everything from your Web site usability to the time of day and geographic location of your sales.
We don’t believe we can effectively serve your company if SEM is practiced independent of a thorough understanding of your business objectives, your Company’s core strengths, and the interaction between your marketing campaigns and your Web site, your sales team and your customer service department. Search engine marketing is but one part of an overall conversion funnel for your business – without knowledge of the rest of the funnel, we cannot effectively manage your SEM. As a client, you can expect us to constantly ask for greater understanding of your business, and then use that information to further improve your SEM campaigns.
We’ve learned from experience that a marketing department that is considered a “cost center” inside a company is the first team to get let go when times are tough. We take the approach that all SEM should and must be a “profit center” for your business. This means that we work with every client to understand your business goals – either in terms of revenue, profit, or margin dollars – and then run your SEM campaigns to meet or exceed these goals. If you want a firm that specializes in branding metrics like “lift” or “frequency”, we can’t help you, but if you want a team that is driven by “ROI” or “contribution margin”, we think we can help.
Life is too short to work with jerks. It’s important to us that there is a cultural fit between us and you. We look for clients who are “half full” folks, and who believe the carrot is always preferred to the stick. This doesn’t mean that we don’t like clients who are aggressive about growing their business (we do!) or that we are looking for easy projects with little stress (we’re not!). But companies with a high turnover rate, low employee morale, and a revolving door of agencies probably aren’t right for us, and we’d be more than happy to lose out on a proposal to our competition!
So there you have it – PPC Associates in a nutshell. Sound interesting? If so, feel free to fill out our easy contact us form, or read some of the info about our wonderful clients, talented team, or free SEM resources now!