Search Engine Marketing (SEM)

Search engine marketing uses the paid features offered by the search engine itself to market your website. It is paid advertising through search engines.

Why SEM?

Search Engine Marketing allows you to pay to enhance your visibility on search engines. This is also referred to as PPC or pay per click or paid search advertising. Each search engine has different ways of implementing SEM but the concept is the same. You pay to be featured on search pages that are relevant to you. Google Adwords is the most popular version of SEM. You set a budget and pay to be seen. There are many tools that you can use to control all the aspects of your paid ad. You can set keywords and even control the geographic location that you would like to focus on. This enables you to get the most out of your advertising budget.  Social networks also have similar offerings where you can pay to be advertised.

Search Engine Marketing


Adwords or Google Ads is Google’s search engine marketing feature. It is a system by which you can bid on keywords that are relevant to your website. The ads feature a short text snippet that has to be engaging and catchy enough to generate click-throughs. Since Adwords offers so many different options to optimize your ad and where and how it is viewed, it helps you get seen by the exact type of viewers that you desire. The keyword selection and bidding are vital to your Adwords success. A good balance of well-chosen keywords, high-quality scores, and maximum bids get you better placement. You can also focus your ad spend on cost per clicks or cost per impression depending on which model works better for your business. A well managed Adwords campaign is well worth the time and money spent.

Campaign strategies

In the world of online marketing, there is no one-size-fits-all strategy that works for every company. Thirdlaw helps you conceptualize and implement a branding and advertising campaign strategy that is relevant to your products and services. We invest time and effort to ensure that your online marketing efforts have both long term and short term benefits. In the long term, how you portray your company online creates and builds a brand. This is an intangible yet very important aspect of marketing. It determines how much more valuable and respected your brand is in comparison with the rest of the playing field. The short term benefit is lead generation. Generating more click-throughs and converting them into leads is the tangible aspect of online marketing.

ROI Focussed Strategies

Online marketing gives you information that is a good insight into the market trends in your field. The most important piece of information, however, is the return on investment (ROI) that your online advertising brings to the table. The ROI tells you how and where your ad campaign needs to be tweaked. At Thirdlaw we believe that your ROI is the report card of our performance. We manage your ads to ensure that the money you make from online leads is way ahead of the cost per lead. We take the time to understand your company’s DNA so that we can better identify the exact client demography to target. By channeling your advertising budget into the platforms that give a better ROI we help you spend less money to make more new sales.

Pay Per Click

Pay per click advertising charges you for every click-through that your ad generates. You still have to bid on the keywords that you want for your ads. Proper keyword selection determines if your ad gets displayed to the right audience. When the keywords selected are top-performing, there are more views of the ad in relevant searches. The ad text should then encourage a viewer to click through. You are charged when there is a click-through.


The analytics feature of an online paid advertising campaign may seem too technical but is the heart of the campaign. It tells you how and where the ad is performing and how well. By analyzing the analytics data you can pinpoint the exact type of viewer that your ad is able to successfully target. This gives you insight into where and what to change. It also tells you why your ad is successful. When you are able to accurately track visits to your webpage you can use the data to strategize better for your business.

Content Marketing

Content marketing is an online tool that helps you strategically use your content to generate more leads and grow your business. When you produce valuable content that is relevant to your area of expertise the content gets viewed and shared often. This establishes you as a respected source of information or expertise in the field. It also expands your audience as people who have previously had no knowledge of you will be introduced to you in a favorable manner. When they require the products or services that you offer, your brand will be more recognizable and trustworthy to them. Content marketing is an indirect but very effective way of online marketing.