Search Engine
Marketing

92% of online experiences begin with a search. That’s why the giants of search – principally Google and Bing – are the gatekeepers of the Internet, and wield enormous power. That’s also why every single digital marketing agency puts Search Engine Marketing (SEM) at the forefront of their proposals. But that doesn’t mean they’re effective at it.

There are many reasons it’s difficult to get big results from SEM without spending even bigger money. First and foremost is it’s dog-eat -dog competitiveness. That means choosing the right agency is critical.

Another reason it’s difficult is that the only thing that changes more often than search engines is the weather. Google is known to update its algorithms a stunning 500 times a year. Some of these changes have big consequences for SEM strategies since they can have an impact on Quality Scores and other crucial indicators. You need expertise from people who have the time to follow these changes and the expertise to understand them.

Yes, at Paperstack we are both Bing and Google Partners. Our SEM specialists are highly-experienced and based here, in Melbourne. At Paperstack, we believe in accountability, so our specialists don’t hide behind Account Managers. This means you can deal directly with the person responsible for your campaign strategy, reporting and optimisation.

First, it’s about understanding what success looks like to your business. Once we have a clear understanding on this, and set KPI’s for the campaign we can then measure performance.

It doesn’t stop at measuring performance though. Taking valuable insights from campaign results gives us the information we need to continually optimise and improve performance. This effort is continuous.