SEM Paid Click and Google

Regardless of your industry, people with problems you solve are actively using the web to find solutions.  When prospects have a need or pain, they quickly identify potential suppliers and create a short list usually before speaking to any vendors. Timing and presence are critical.

This has transformed the internet into a "virtual showroom" for even the most complex products and services. Companies that focus on this "buying cycle" are realizing great rewards - lower cost of sales, shorter sales cycles and higher profitability.

While Yahoo, MSN and AOL have statistically relevant consumer level market share, Google is the clear choice for companies who would like to increase B2B exposure and sales growth.

When developing a sales-enabling SEM approach, it is important track, analyze and improve the entire process:

• Impressions are driven by keywords, ad relevance, budget and click performance.  Google will provide preference through both ranking and pricing to reward those ads that appear to be both relevant and interesting.
  
• Click performance is determined by ad effectiveness, relevance and ability to connect with active pain or need of the prospect. It also is helped greatly when there is a relevant and compelling URL.  There is extensive art and science to creating compelling ad copy.
  
• Conversions (i.e. converting a click to a prospect) are determined by the strength of your offer, the quality of your web site, the relevance of your landing page and simplicity of your request form.
  
• And ultimately - revenue generation.  After a prospect has searched, found you, completed a form, downloaded your offer and confirmed they are active in a buying process - what is your success rate in closing the business?  Are there correlations between individual sales reps and success? Are there correlations to types of business or other common factors?  To what extent can "best of the best" sales practice be extended to your overall team by leveraging auto-responders, email templates, buy-cycle alignment and the like?

Effective SEM is an iterative, agile process requiring constant tuning between these components until an efficient lead creation engine is established.  By doing it right, you will develop a lead generation engine tightly aligned with your sales process and the customer buying process. Done superficially - it is unlikely to produce a measureable ROI and benefits to the front-end of the sales process.

Online CMO can help you develop an effective SEM approach that better aligns with your target prospects and ultimate revenue generation.  Our services often pay for themselves just based on increasing impressions and clicks while simultaneously reducing monthly adword expenses.  In the end, sales funnel growth and revenue is the ultimate goal.