Search Engine Marketing (SEM)

SEM refers to pay-per-click advertising, paid placement, and paid search campaigns that drive relevant digital traffic. Paid search placement and advertising create a synergy that delivers enticing offers to customers pre-qualified by their search terms.

Pay-per-click (PPC) advertising produces highly measurable results, so we can strategically fine-tune an ongoing campaign to maximize ROI. Flightpath devises and deploys realistic SEM strategies and outlines expectations for what a successful paid search campaign produces.

Flightpath Paid Search Services

SEM campaigns involve many changing variables that require testing and management as the initiative progresses. Ongoing monitoring and continual optimization is baked into Flightpath’s internal process.

Setting & Achieving SEM Goals

An SEM campaign at Flightpath begins with an assessment of your broader marketing agenda and specific goals for the SEM initiative:

• Conversions
• Traffic
• Transactions
• Awareness

This allows us to devise a campaign that combines the optimal combinations of paid search and placement calibrated for your predefined objectives.

Strategic Search Engine Selection

Flightpath helps clients determine which search engine is the right choice for their ongoing paid search campaigns. We evaluate your marketing plan, analyze your target audience, and review the usual suspects to find the right fit:

• Google AdWords
• Yahoo! Search Marketing
• Microsoft adCenter
• Other portals and networks

Comprehensive Keyword Research

Successful SEM initiatives rely on comprehensive keyword research, selection, and management. At Flightpath, this is a complex process that involves devising a strategy for each keyword group. Proper keyword selection hinges on an understanding of audience demographics, linguistic variables, and search behavior.

Our team implements paid search campaigns in controlled environments so we can measure keyword performance and effectiveness. We blend popular head keywords, long tail phrases, and negative keywords to maximize reach to relevant potential consumers.

Practical Bid Strategy

Flightpath SEM strategists approach bid strategy with a practical, seasoned perspective. When managing PPC bids, we strive to balance the need for optimum position with sustainable cost. Every move we take for our clients minimizes potential risks and maximizes ROI.

Engaging PPC Ads

PPC ads produced by Flightpath contain relevant, engaging copy to ensure that only targeted users click through. Each PPC ad emphasizes a particular value coupled with a strong call to action. Our end goal is conversions—not unwanted and expensive clicks

Relevant Landing Pages

Our landing pages deliver on promises made in PPC ads with a relevant offer and engaging experience. Flightpath optimizes paid search campaigns by conducting multivariate testing to refine the existing strategy and maximize conversions.

» Learn more about what we do: Search Engine Optimization