SEM is a dynamic strategy, not a set-it-and-forget-it tool. To achieve and sustain visibility and conversions, SEM demands active and adaptive management, especially in today’s rapidly changing digital landscape.
Key factors that influence the cost of an SEM campaign include:
Mainly, the factors that influence the price of an SEO budget are the following:
*When accounts consistently go 20% over these limits, three months in a row, we discuss moving to the next package.
When managing a significant monthly paid media spend, such as over $50,000, we craft a custom plan for each client, with strategy that aligns closely with the specific goals and nuances of their business.
Each plan is designed to offer more sophistication and features as you move from Basic to Custom, allowing businesses to choose a package that fits their needs and budget while focusing on maximizing ROI from their SEM efforts.
Strategy
Basic/ Maintenance Plan – Minimal strategic work. Keywords are targeted with basic ad groups, and a task sheet is used to record activity.
Assertive Plan – Consideration of business goals, strategic ad workflows, and competitor ad analysis to refine targeting.
Aggressive SEM Plan – Long-term strategies tailored to generating ROI, incorporating advanced targeting, including demographics and user behavior, and comprehensive competitor benchmarking.
Ad Creation and Content
Basic/ Maintenance Plan – Basic ad copy optimization and simple visual designs. Limited ad variations and straightforward calls-to-action.
Assertive Plan – Advanced ad content strategies including multiple ad formats and creative variations. Optimization for engagement and conversions, using detailed analysis of ad performance.
Aggressive SEM Plan – Full-scale creative campaigns with a focus on maximizing user engagement through personalized and dynamic content. Involves expert copywriting and professional multimedia content designed to achieve high-quality scores and optimal placement.
Technical and Platform Management
Basic/ Maintenance Plan – Basic campaign setup on primary platforms like Google Ads; monitoring and simple adjustments based on performance metrics.
Assertive Plan – Advanced campaign structures across multiple platforms, utilizing various ad types and formats. Regular optimization of bids and budget allocation based on performance analytics.
Aggressive Plan – Comprehensive management of a complex SEM ecosystem, involving detailed split-testing, use of AI and machine learning for bid management, and integration with other digital marketing channels for cohesive strategy execution.
Off-Page Integration
Basic/ Maintenance Plan – No off page integration beyond campaigns.
Assertive Plan – Basic remarketing strategies and integration with social media ads to reinforce messaging
Aggressive SEM Plan – Sophisticated cross-platform audience targeting, including extensive use of advanced remarketing techniques. Focus on maximizing reach and conversion through strategic collaborations and high-value partnerships.
Reporting & Communication
Basic/ Maintenance Plan – Basic reporting on campaign performance, including key metrics like CPC and CTR. Periodic reviews with clients to discuss performance and adjustments.
Assertive Plan – Detailed reporting with performance analysis across different segments and ad variations. Regular strategy meetings and updates provided by a dedicated account manager.
Aggressive SEM Plan – Customized, in-depth analytics reporting tailored to client-specific KPIs and goals. Continuous communication involving strategic consultations, performance reviews, and collaborative planning sessions to ensure alignment and adapt to market changes.
Reporting & Communication
Basic/ Maintenance Plan – Summary of keyword rankings and overall traffic. Basic task summaries are provided with occasional calls and/or meetings to discuss progress and plans.
Assertive Plan – Typically includes conversion tracking with performance segmentation for more detailed analysis. Regular calls and meetings will be offered via a dedicated account manager.
Aggressive SEM Plan – Custom reports for optimal relevance to each client. ROI-focused KPIs to track client performance. Competitor performance analysis will be used in conjunction with this. Ongoing communication throughout including training/mentoring opportunities for the client’s in-house writers or marketing staff.