So many acronyms… so little time. Search Engine Marketing (or SEM) is commonly referred to as pay per click (PPC) or "Paid Search" and is not to be confused with search engine optimization (or SEO). Whatever you prefer to call it, it's not just about managing bids any more.

To maintain an advantage in this increasingly competitive space you can no longer take the "set it and forget it" approach. It simply doesn't work that way any more. Success largely depends on the continuous optimization of numerous pre and post-click variables and requires the proper tools and expertise to do so in a scalable, intelligent, and profitable manner.

Silverback Marketing has the tools and know-how necessary to maximize the return on your paid search investment. We offer full-service consulting and bid management services for companies large and small.

Paid Search is without a doubt one of the most cost effective and scalable forms of performance-based online marketing today. Where else does your target audience place itself directly in the path of your call to action with such ease and regularity? Silverback Marketing possesses the tools, knowledge and relationships necessary to manage your paid search initiatives effectively and comprehensively.

Why Paid Search?

With household names like Google, Yahoo!, and MSN leading the way, it's hard to imagine an effective online marketing strategy that doesn't include paid search. Paid search is inherently empirical and 100% performance based. Advertisers are only charged when qualified visitors click on an ad and are delivered to the advertiser's website.

Most of the Internet's leading paid search venues are driven by auction based bidding systems. The higher you bid for specific keywords, the more prominently your ad is displayed within the search results. With the proper tools, each keyword can be evaluated and manipulated on an individual basis to ensure that it is contributing to the overall profitability of your campaign. As such, paid search is an ideal performance-based online marketing channel.

Why Silverback Marketing?

Managed effectively, paid search can be a tremendously successful platform. Managed half-heartedly, paid search can be a black hole for marketing dollars. As a recognized leader in the search engine marketing field, Silverback Marketing possesses the resources and proprietary tools necessary to design, manage, and optimize your paid search initiatives.

Our certified paid search professionals will leverage automated bid management and web analytics technologies to evaluate key campaign performance indicators and incorporate changes to achieve optimal results.

Tools of the Trade

Silverback Marketing deploys bid management technologies that enable clients to leverage gaming tactics to out-bid their competition and to optimize bids based on the performance of individual ad groups or keyword terms.

Our bid management platform works hand-in-hand with our ROI Tracking system to optimize keyword bids based on the performance of each individual keyword. The bid management system learns how much a business can afford to spend to maximize profitable revenue and adjust bids accordingly to maximize search volume while maintaining cost per acquisition requirements.

Clients are provided with weekly reports detailing visitor counts, sales, ad spend, cost-per-click, average position, conversion rate, and return on investment (ROI) for each of the search engines included in your campaign.

Engines supported include Google, Yahoo, MSN, and other mid-tier engines on request.

Paid Search Bid Management Process