Expertly managed Search Engine Marketing (SEM) is essential for any e-commerce company.
It can be summarized into 3 components:
- Search Keywords: Marketers working at scale must maximize the number of relevant options for every product and campaign. For an enterprise, generating keywords manually would be grossly inefficient and would likely only uncover the most popular, and therefore most expensive, options. Keyword generation must be both automated, with a nuanced understanding of both the short and long tail.
- Ad Copy: While having a good keyword set is essential, good copy can make a huge difference. In fact, copy CTR (click-through-rate) is one of the elements search engines use to determine how your copy will rank. If you have the right keyword, but wrong copy, your ad might not even get seen.
- Bidding: Finally, with millions of keywords deployed at any one time, advanced bidding algorithms must be in place. For some high volume keywords, this is relatively straightforward since a great deal of data is available. The challenge comes with the long tail of low volume keywords that usually have very little or no data to work with.
Wize Commerce has been refining our SEM methods since 2002, across all the major search ecosystems.
Here’s how our service benefits you: (more…)