Search Engine Marketing

77Agency’s Search Engine Marketing (SEM) services provide you with access to the most dynamic, cost efficient and effective forms of on-line marketing available today: Paid-for listings or sponsored listings on the major Search Engines.

The need for SEM

Critically, SEM ads appear above, below or to the side of Natural search results on most search engines. The aim here is achieving a high-ranking position within these paid-for listings on the very first page of results (80% of people don’t even bother with the rest!) Research shows that the higher the ranking, the more likely a prospect will click on it.

The trick is to gain top rankings at an appropriate price. We largely achieve this through having an unrivalled combination of knowledge and information. The information is gathered and executed through proprietary technology in real time. Combined with expert assessment of dynamically moving external and internal factors such as competitor activity and special product offerings, we are able to match the bidding on key words with the client’s customer acquisition expectations for the products and services. Adapting this theory to user and competitor behaviour unlocks many of the secrets of SEM.

People searching for your products or services using keywords or phrases drive SEM traffic. In other words, you can capture a qualified target already in a purchasing cycle by flexibly tailoring relevant keywords and adverts to ensure your advertisement is placed in the most prominent or relevant position and displays relevant text to capture and convert the customer. Crucially, spend is controlled, as PPC (pay-per-click) pricing ensures you only pay when a consumer clicks on your ad.

Leveraging our relationships with leading commercial search engines, Google (using Google AdWords, Google AdSense, and Google AdImage), Yahoo!, MSN and MIVA allows us to immediately generate customer traffic to your site.

77Agency can ensure that your efforts will reflect the high industry ROI generally associated with this type of SEM. We promise to work with you and help manage the process every step of the way, controlling spend and proactively directing traffic back to you through:

• Strategy: What does your business do and how will it affect the SEM strategy? To what extend should this be combined with other SEM tactics? 77 will first want to get to know what drives your business and what you ultimately aim to achieve. We will then come to you with a detailed plan of how we envisage the successful deployment of your ongoing PPC and other online marketing objectives.
• Key Word and Ad Management: 77Agency will research, create and analyse effective and relevant keyword lists and terms selected to generate traffic at the right price. These can be categorised according to products and sub-campaigns, with a distinction between generic and specific terms. Subject to client approval, 77 will also create associated text ads, which will be tailored to the specific products and services offered and reflect terminology most likely to not just attract, but also convert potential customers.
• Bid Management: We then take this information, sift it and actively bid on relevant Key Words via our proprietary bidding technology systems connected to the search networks such as the Google AdWords program.
• Reports Management: All clicks and associated costs are tracked and audited. In addition, 77Tracking can be setup to follow the customer throughout their life cycle which can be bundled into comprehensible, actionable, content rich reports.
• 24/7 Campaign Budget Management: 77Agency constantly monitors and adjust campaigns in order to achieve the lowest Cost Per Click (CPC). Daily budgets are set and monitored, ensuring spend remains within the target budget.
• On-line Client Access: Client has access to on-line monitoring tools and reporting.
• Professional Certification: 77Agency is one of the first agencies in Europe to have obtained Google Qualified Advertising Professionals certification, reflecting the highest standards we apply to our work. Read more here.