Search Engine Marketing SEM

Pay-Per-Click Advertising Overview
Contextual Advertising by definition is text-based advertising. Contextual Advertising is available through either a flat rate cost per click model (CPC), or an auction based CPC model. Contextual Advertising on search engines may be more effective than SEO if used correctly.
Leading contextual advertising providers include; Overture and Overture Site Match, Google AdWords, Looksmart, and Find What. Pricing varies and is subject to supply and demand. SEO is many times more cost-effective, but can be limited, depending on the subject matter, content, and popularity of a given website. Contextual Advertising offers an enormous amount of advertising opportunity. WDO recommends testing Contextual Advertising in order to first determine website onversions, customer acquisition costs, and overall profit and loss margins.

Overture and Google AdWords Overview and Methodology
Overture

• Overture syndicates its sponsored results to Yahoo, MSN, AltaVista, and others. WDO will create unique titles, descriptions, and landing page recommendations per keyword targeted.
• WDO will create unique titles, descriptions, and landing page recommendations per keyword targeted.
• WDO will take into consideration proven writing habits to maximize keyword click-through ratios.
• WDO will work with Client on assigning the most appropriate landing pages per keyword
• WDO will implement bidding rules to ensure Client is only bidding on keywords that produce desired ROI metrics.
• WDO will employ “gap-bidding” technology to ensure overspending does not occur. (Gap bidding runs real time and results in bids where the gap between bidders is only $0.01).

Google AdWords

• Google syndicates its sponsored results to Google, AOL, Netscape, and others.
• WDO creates unique titles, descriptions, and landing page recommendations per keyword targeted.
• WDO takes into consideration proven writing habits to maximize keyword click-through ratios. Google drops listings that regularly fall below a 1% click-through rate. WDO will make all efforts to keep listings active.
• WDO implements bidding rules to ensure Client is only bidding on keywords that produce desired ROI metrics.
• WDO employs “gap-bidding” technology to ensure overspending does not occur. (Gap bidding runs real time and results in bids where the gap between bidders is only $0.01).