Search Engine Marketing Services (SEM)
The "TAO" Approach to SEM
‘Tao’ is the buddhist term for ‘the way’, the path or journey towards enlightenment. While we don’t take ourselves quite that seriously, the term does apply to the way in which we provide SEM services, and the methodologies we employ to ensure maximal results from the search process for our customers: a responsibility that we definitely take nothing but seriously.
TAO stands for the 3 phases of the Test, Analyze and Optimize process. These three iterative steps have been distilled from years of experience and results on our journey of getting maximum search engine marketing results for our customers investments. Each phase of the TAO represents a number of key tasks and activities required for the successful evolution of any successful SEM campaign.
| Test | Designed to form a solid, reliable platform for SEM success through planning and benchmarking for optimum performance, this stage encompasses elements of research, strategic keyword identification, copy and landing page development, tracking and campaign implementation. |
| Analyze | Once a campaign is underway there is significant analysis to be done to identify high-performing keywords, copy and landing pages, and to assess sales conversion and relative cost performance in order to benchmark campaign performance, set goals and pinpoint key areas for future activity. |
| Optimize | This stage leverages analysis data across all campaign activities and natural search to hone the SEM program to its optimum capabilities and maximize return on investment. |
Typically, the ValueCommerce SEM service encompasses the following key service areas:
- Bilingual Account management
- Keyword evaluation, identification and buying
- Bid Management and optimization
- Title, description and landing page creation
- Centralized conversion tracking and ROI analysis
- Reporting and ongoing Optimization