Search Engine Marketing

Search engine marketing is an effective method to grow your business, even when the competition is fierce. You want your brand to be in front of millions of other businesses, which requires the best SEM marketing strategies. Let’s focus on what SEM is, how it can benefit you, and where you should turn for help.

What is SEM?

What is SEM?

SEM means a great deal to your business. Search engine marketing promotes your business with paid advertisements that show up on search engine results pages (SERPs). These search engine ads are also known as pay-per-click ads, and they come in a variety of different formats.

SEM means a great deal to your business. Search engine marketing promotes your business with paid advertisements that show up on search engine results pages (SERPs). These search engine ads are also known as pay-per-click ads, and they come in a variety of different formats.

search engine marketing graphic

How Search Engine Marketing Works

How Search Engine Marketing Works

SEM marketing can be seen on search engine result pages in the form of advertisements, either text-based or carousel-based, ran through software such as Google Ads or Bing Ads. Here are some great search engine marketing basics to follow.

  1. Conduct keyword research and select a set of keywords related to their website or product.
  2. Select a geographic location for the ad to be displayed within.
  3. Create a text-based ad to display in the search results.
  4. Bid on a price they are willing to pay for each click on their ad.

How does search engine marketing work? SEM marketing most often occurs on Google Ads or Bing Ads. Here are the search engine marketing basics that a company would follow.

  1. Conduct keyword research and select a set of keywords related to their website or product.
  2. Select a geographic location for the ad to be displayed within.
  3. Create a text-based ad to display in the search results.
  4. Bid on a price they are willing to pay for each click on their ad.

Why Search Engine Marketing is Important

If you plan to compete in today’s world, you can’t overlook the value of search engine marketing. It’s one piece of the marketing pie and a significant slice at that. While it can’t be the only avenue you explore, it should be part of any company’s digital marketing strategy. SEM marketing helps new customers find you, and it helps to overtake your top competitors.

Reach Your Customers with Our SEM / PPC Advertising Approach

search engine marketing approach and process

If you need SEM marketing help, Reach Marketing Pro is ready to walk with you. We take a unique approach to SEM/PPC marketing. Here are the steps in our SEM approach.

1

Strategy Phase

We talk with you to get an idea of your goals.

2

Research Phase

We dig deeper into your industry and get a better understanding of your competitors.

3

Development Phase

We create the campaign for your review.

4

Launch Phase

We begin the campaign and work on sending traffic to your site.

5

Observation Phase

We watch and observe the results for better analysis.

6

Data Analysis Phase

We show you what’s working and what’s not.

7

Optimization Phase

We continue to optimize for better results.

The SEM Process

Our SEM services include both creating a brand new Ads account for your business or taking over your existing account and managing that account for you.

For new SEM account creation, this is what the process looks like.

1

Campaign Setup

Setting up ad campaigns.

2

Keyword Selection

Choosing the proper keywords & negative keywords.

3

Targeting Options

Selecting targeting options such as audiences, demographics, geotargeting/geographics, and more.

4

Ad Creation

Developing compelling ads for text-based ads, banner ads, and display/retargeting ads.

5

Conversion Tracking

Setting up conversion tracking such as for submissions, call tracking, chat conversations / engagements, and in-store visits.

6

A/B Testing

A/B testing ads and landing pages.

7

Campaign Optimization

Optimizing campaigns to maximize the KPIs that are most important to your business, whether that is maximizing conversions or increasing your “share of voice” through impression share.

For those with an existing Ads account or SEM strategy that need management or optimization, the process looks more like the following.

1

Campaign Review

Review past and current campaigns and structure to ensure best practices are being implemented and utilized.

2

Analyze Setup

Analyzing settings, geotargeting options, and conversion tracking metrics to guarantee everything is set up correctly.

3

Improve Metrics

Increase quality scores, lower CPC, and gather more marketing qualified leads at a price point in adherence to your budget.

4

Align Strategies

Aligning your paid SEM strategies with your organic SEO strategy.

5

Bid Adjustment

Adjust bids based on keyword performance and show up for the keywords that will get you leads.

6

Support & Optimization

Ongoing support, optimization, and reporting to improve results over time.

Key Performance Indicators

KPIs for SEM / PPC

KPIs for SEM / PPC

Key Performance Indicators help you track the success of your search engine marketing results. Here are 10 KPIs that your company should be monitoring.

Key Performance Indicators help you track the success of your search engine marketing results. Here are 10 KPIs that your company should be monitoring.

KPIs you should track with your SEM marketing

1

Clicks

All conversions begin with a click. The more clicks you have, the better chances there are to make a sale.

2

Click-Through-Rate (CTR)

The CTR is determined by dividing the number of clicks the campaign received by the total impressions.

3

Quality Score

This metric is from Google, telling you how relevant the ad content is.

4

Cost-Per-Click
(CPC)

You want to know what you paid for every click so you can optimize and lower your cost in the future.

5

Cost-Per-Acquisition (CPA)

Additionally, it helps to know what was spent for every conversion. The less you pay, the better your campaign.

6

Conversion Rate
(CVR)

This metric is the entire purpose of a campaign. You want every click to convert for success.

7

Impression Share

Also known as CPM, this metric shows you how many people saw the advertisement.

8

Average Position

This metric determines what ranking position your advertisement placed on the search engine pages.

9

Budget Attainment

This figure shows how closely your team came within the set advertising budget.

10

Lifetime Value

This is an estimation that shows what the campaign was worth over the long term.

keyword research for search engine marketing

SEM Keyword Research

SEM Keyword Research

As you look at search engine marketing examples, you see the strategy is different based on your budget and goals. For a smaller budget, it’s essential to choose the keywords that you bid on carefully. You need to consider each keyword’s search intent and only include keywords in your ad groups that will produce results. If you haphazardly choose keywords that won’t convert, you will waste your money. You can extend your reach further into other keywords in your ad groups when you have a larger PPC budget, choosing keywords that show intent for any section of the sales funnel. These projects are best for reaching the consumer at every moment of their buyer’s journey.

As you look at search engine marketing examples, you see the strategy is different based on your budget and goals. For a smaller budget, it’s essential to choose the keywords that you bid on carefully. You need to consider each keyword’s search intent and only include keywords in your ad groups that will produce results. If you haphazardly choose keywords that won’t convert, you will waste your money. You can extend your reach further into other keywords in your ad groups when you have a larger PPC budget, choosing keywords that show intent for any section of the sales funnel. These projects are best for reaching the consumer at every moment of their buyer’s journey.

How SEO Efforts Help SEM / PPC

By aligning your SEO and SEM strategy, you benefit from all of the SEM/PPC campaigns. SEO/SEM alignment is crucial for smaller budget campaigns. With all website traffic, you have the paid side and an organic side. All of your SEM efforts and budget should focus on the mid-to-low area, the bottom of the funnel users looking for the products or services you have. You must pay for the keywords that focus on users ready to buy or convert. Otherwise, the SEO strategy is to aim at keywords for high-to-mid funnel users. These consumers are just entering the market, conducting research, and looking for more information that will need some nurturing before buying. When you utilize our strategy, you hit consumers at every stage of the funnel.

RUN YOUR Paid ADVERTISING WITH Us

Reach Marketing Pro are experts in Digital Marketing and Search Engine Marketing. We are Google My Business Experts, Google Partners, Google Analytics Certified, SEMRush experts, Schema/Structured Data Markup Experts, AMP (accelerated mobile pages) implementation qualified, and Google Tag Manager Experts. With our mobile-first mentality combined with keyword data-driven strategies, we can provide better results to your SEO and SEM marketing campaigns. Our team always follows the latest trends and best practices to ensure quality results. Get the most out of your budget and reach out to us today.

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