3 Tips to Effectively Set Your SEM Budget

Saturday, 26 June 2010

Setting up a SEM budget might seems like the easiest part, when considering advertising your business or products in search engines, however making the wrong decision with your budget allocation can have a bad impact on your campaign ROI.

A budget too high will result in some money being 'wasted' on not relevant terms or non converting terms . On the other hand, a budget too low is likely not to capture relevant traffic and will represent a high opportunity cost.

Based on experience and best practices, we have outlined some tips, which we hope will help you set your budget and maximise your campaign return on investment.

1) Your budget should reflect the search demand

This basic marketing principle is often overlooked when setting up SEM budget, which often result in inflated budget. For some reasons advertisers often think that they can spend without limits, but search traffic is a limited demand environement.

Having a budget much higher than the search volume is often the cause of poor performance. By forcing to spend more, the advertisier is likely to pay more for a click or select keywords which do not bring qualified traffic and therefore lower its ROI.

Before choosing a budget, make sure you do a quick research with the Google Adwords keyword tool to see the actual search volume. While useful, remember that the data is only an estimate and is likely to be different from the reality.

2) Take seasonality into account.

Seasonaliy is an important factor to consider when setting up your SEM budget. Search demand is not flat and depending in your industry is might vary based on the time of the year or special events.

If you are an online retailer, the Christmas season will generate a much higher demand than usual, so your SEM budget needs to reflect this.
If you are an accountant, the end of financial year will see an increase in search demand, which should be reflected in your budget.

Again the Google Adwords keyword tool can help you to identify seasonal trends.

3) Review your budget on regular basis

Setting up a budget for 12 months based on estimate is a risky exercise. 99% of the time, the estimate will be wrong so you budget is likely not to be fully aligned with the search demand.
Reviewing your budget every 2 to 3 months and adjusting it based on the demand, will make sure that you search engine marketing spend is in line with the search demand.

Search Specialist | SEO and SEM | $65-75K Package

Tuesday, 8 June 2010

Do you want to work for a leading digital agency, helping clients achieve there search goals.

About the role:

Do you want to implement Search Engine Marketing (SEM) and Digital Marketing solutions including Pay Per Click Advertising (PPC), Search Engine Optimisation (SEO), Performance-Marketing and Social Media Strategies. Do you want to help clients achieve there commercial goals. If so an exciting permanent opportunity has come up for a talented SEO and SEM specialist to join the team.

What you will need to be successful:

Experience running Pay Per Click campaigns
Key word generation experience
PPC ad writing skills
Campaign Optimisation
Key word bidding experience
Campaign reporting experience
Client Presentation skills


SEO site audit skills including crawling audit
Client recommendation and presentation skills
SEO reporting
SEO tracking
Link building
Article submission
Task priorotisation

If you are up for the challenge then apply now or contact Ronan Mahon on 02 9346 5232

Account Director - Search Marketing Agency

Wednesday, 2 June 2010

First Rate, a search marketing agency, is looking for an Account Director to join its marketing and business development division.


• Grow agency revenue from existing clients by working the client base
• Grow agency revenue from new businesses by pitching search marketing to potential new clients.


• Work with existing clients to maintain and increase media budget
• Identify opportunities within the agency client base
• Propose and present new digital and search marketing ideas to clients
• Identify opportunities and pursue them
• Expand your knowledge of SEM, SEO, and Performance Marketing

• 4+ years experience as an account director
• 2+ years experience in search marketing
• Active professionnal network
• Great interpersonal skills

$85,000 to $110,000 + super (based on experience)

For more information or To apply: http://lnkd.in/atUBxt