customized sem campaigns

The days of ‘do-it-yourself’ or ‘set it and forget it’ for SEM have long past due to two main reasons.  First, the number of competitors partnering with professional agencies to manage their SEM strategies and secondly and the advancements in the technical capabilities of the platforms.  When every dollar counts it’s best to trust in the professional service from Kastle.

An overview of SEM:

  • Campaigns – Search and Display Networks can be used.
  • Ad Groupings – Building specific strategies by service or products
  • Keyword Groupings – Understanding which key phrases provide the best ROI
  • Ad Creatives – Split-Testing Ads within campaigns to achieve the best CTR 
  • Conversion Tracking – Implementing tracking codes, monitor, analyze and adjust.
  • Call Tracking/Recording – Measure and listen to your callers to analyse the quality of leads

setting up a custom sem campaign with kastle

What are you marketing?

First thing to understand is what are we marketing?  What is the demand in the market place?  Depending on user search patterns, we need to research and understand what keyword phrases, platforms, and devices they are using in order to start the strategy planning.

Where are you marketing?

Understanding where your highest converting potential consumers are is a crucial element in the campaign setup strategy.  You can target from a postal code region to globally, so knowing where they will actually buy will improve conversions and reduce ad spend wastage.

When are you marketing?

People go thru many stages during the buying cycle.  Kastle will consult with you to uncover your target demographic and advise when the best times to run your SEM ads are.  Catching the potential lead further down the buying path will capture more buyers and eliminate over spending on wasted clicks.

Who are you marketing to?

Identifying who your target audience will guide the strategy during campaign setup.  Pairing the targeting in the campaign with the right content and messaging on your landing pages, will improve conversions and drive up your ROI on your SEM investment.

Campaign Kick Off

After careful planning and setup of the campaign, it’s time to launch! Normally over the first 2 or 3 months of the campaign we analyze the results and quickly make adjustments to ensure optimization for ROI.  Continuous monitoring and adjustments are necessary to keep up with changing factors like competition, consumer needs, and so on.

Analytics and Tracking

The ability to measure and quantify analytic data enables us to make adjustments to improve conversion results, which is what makes the SEM campaign such a cost effective marketing channel.  Driving up leads by driving down the cost per conversion allows for the budget to last longer and deliver a controllable ROI.

Conversion Tracking

With the use of special tracking codes, Kastle will measure specific conversions on your website by visitors who arrived via the SEM ads.  We will report on which key phrases are driving results, and more importantly which ones are not delivering.  Depending on the strategy, calls driven by SEM may be a high value performance metric.  In these cases, Kastle can provide call tracking services enabling you to review the calls and determine the ROI.

Ongoing Optimization

The ability to measure and quantify analytic data enables us to make adjustments to improve conversion results, which is what makes the SEM campaign such a cost effective marketing channel.  Driving up leads by driving down the cost per conversion allows for the budget to last longer and deliver a controllable ROI.

get your sem started with kastle today