How Do iMarket Websites Support the SEM Product?
Ad Traffic Destinations
Main Website
Generally, if a client has a newer, responsive site, SEM ads will send the user directly to the website. Depending on the ad content, they are typically directed to the homepage or a specific service page.
The quality of the page content will impact the quality score of an ad, which determines its placement and price. Quality of page content is determined by the relevancy of keywords on the page in comparison to the ad copy, page load speed, and responsive optimization.
SEM Landing Pages
SEM Landing Pages may be created as ad destinations if the main website isn’t converting as well or if the client’s site is still in development (or, in rare cases: if the client has a custom SEM package with no iMarket website). Typically SEM Landing Pages do not link back to the client’s main website in order to contain the visit for tracking purposes.
Prior to Q3 2017, SEM Landing Pages were built manually by the Development team outside of the iMarket CMS. In Q3 2017, the PPC Module was launched which enables PPC Specialists to create additional and edit/delete existing PPC pages through the iMarket CMS.
Lead Tracking
SEM reporting looks at both telephone conversations and form submissions to determine the cost per lead from the SEM product for each client.
- Telephone Tracking: iMarket sites support telephone tracking, and can track when phone calls came from SEM ads.
- Contact Form Tracking: iMarket’s contact form submissions track the visitor’s original point of entry, so we can determine if the user landed on the site from SEM ads.
- SEM Thank You Page Tracking: Google Analytics goals are set up for each SEM Thank You Page (which is displayed after a user submits a form) to track form submissions from SEM ads (This data is used in combination with contact form lead submission tracking to determine a more accurate figure).
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