Copyright 2007 TELUS. All Rights Reserved.
Search Engine Marketing
Search Engine Advertising is commonly referred to as SEM (for Search Engine Marketing) or PPC (for Pay Per Click,
which is how such advertising is most commonly priced by the search engines).
1.	 Keeping	all	of	your	campaign	data	in	one	place	helps	you	run	an	organized
and	focused	campaign.		As	you	make	changes	to	your	campaign	–	change
your	document	first	–	then	update	your	campaign	using	the	search	engine’s
interface.		Keep	a	record	of	all	the	changes	you	make	in	the	same	document,
so	that	you	keep	a	central	file	that	captures	all	of	the	insights	from	your
campaign.		If	multiple	people	are	responsible	for	the	campaign;	or	if	you’re
constantly	updating	your	campaign	–	store	that	file	online	with	an	online
productivity/sharing	tool,	such	as	TELUS	ePoint.
2.	 A	successful	PPC	campaign	starts	with	setting	clear	cost-limits.	Determine
how	much	you	can	afford	to	spend	each	day	on	Online	Marketing.	At
the	launch	of	the	campaign,	you	need	to	set	a	value	high	enough	to	get
meaningful	data	–	perhaps	$50/day	–	for	1-2	weeks.	After	that	point,	you
may	want	to	scale	the	daily	spend	up	or	down	to	a	level	your	business	can
3.	 List	the	terms	that	your	clients	are	typing	into	search	engines	or	reading	on
Web	sites	or	blogs	to	learn	about	or	purchase	the	product/service	you	want
to	sell.	A	well	designed	campaign	usually	starts	with	at	least	100	terms,
including	plurals,	different	spellings	and	other	variations	of	each	word.		Use
a	keyword	suggestion	tool	to	help	develop	your	list	(https://adwords.google.
com/select/KeywordToolExternal	or	http://inventory.overture.com/d/searchin-
4.	 Do	you	want	to	advertise	on	specific	Web	sites	or	blogs?	Google	is	currently
unique	among	the	search	engines	in	offering	a	Site	Targeting	service	where
you	can	ensure	that	your	ad	runs	on	the	specific	Web	sites	you	designate.
Site	Targeting	allows	your	to	select	the	audience	you	specifically	want	to	see
your	ad,	reg