As consumers become more tech-savvy, the way they search for and purchase products and services has evolved significantly. In response, businesses have had to adapt their marketing strategies to keep up with their market’s buying habits and needs. Pay-Per-Click (PPC) marketing is one of the most effective ways to reach consumers today.
What Is SEM Marketing?
Search Engine Marketing (SEM), also known as Pay-Per-Click (PPC) advertising, is a paid advertising strategy that allows businesses to place ads on search engines and other platforms in order to reach their target market. It is effective at driving leads or generating new customers because it allows businesses to reach prospects with a personalized ad at key decision moments to drive action, & helps shape intent in the upper funnel of your pipeline.
How Does Search Engine Marketing Work?
- A business runs an SEM campaign targeting high-value keywords.
- When a consumer searches for one of these keywords or similar, their search engine will display an ad to help solve their query
- Search engines use a complex algorithm which takes into account the relevance of the ad, the quality of the website, and the bid amount.
- Consumers click your ad, visit your website, and take a desired action (completes a lead form, makes a purchase, etc.)
What are the Components of an SEM Campaign?
Search Engine Marketing campaigns comprise several components, the most important of which are:
1. Keywords. These are the words and phrases that consumers will use to search for your products or services.
2. Performance Targets. This is the amount you’re willing to pay to acquire a new customer (target CPA) or how much profitability you’d like to see with each sale (target ROAS)
3. Ad copy. This is the text of your ad. It should be concise, address the user intent behind a search, highlight your business’s value props, and include a clear call to action.
4. Landing page. This is the page on your website that consumers will be taken to when they click on your ad, and should be contextually relevant to their query.
5. Conversion path. This is the path that you want consumers to take from your landing page to becoming paying customers.
What Does a Search Engine Marketing Agency Do?
A Search Engine Marketing agency helps businesses create and manage their SEM campaigns. This includes choosing the right keywords, setting a budget, and creating ads that are relevant to their target market.
SEM agencies also help businesses track their results and optimize their campaigns for better performance. They do this by analyzing data such as ad quality and rank, CPA and conversion rates, revenue and ROAS, and even by plugging into your sales pipeline to measure how many prospects turn into MQLs and MQLs into SQLs.
The best SEM agencies also have a testing plan to compare ads, landing pages, bid strategies, and more variables against each other. This helps your account evolve organically with user intent, and ensures your marketing dollars are always yielding the best returns within your performance targets.
How Do I Choose the Right Search Engine Marketing Agency for My Business?
1.
Check Their Industry Experience
This will ensure they understand your needs as well as the market you wish to target, and create a campaign that is tailored to your specific goals.
2.
Check Reviews and Case Studies
Check how successful the agency has been in managing other businesses’ SEM campaigns. This will give you an idea of what to expect from their services.
3.
Transparency in its Pricing and Results
This will help you understand exactly what you’re paying for and how your campaign is performing.
4.
Choose an Agency That You Can Trust
This will make it easier to communicate your needs and goals, and ensure that your campaign is on track.