Search Engine Marketing
What is Search Engine Marketing?
One of the first things most people do when opening a web browser is search. In fact, 3.5 billion Google searches are made every day, and the volume of searches grows by roughly 10% each year. Search Engine Marketing (SEM) or sponsored listings, also known as PPC, are ads a business has paid for that show up on search engine result pages. These ads are designed to feel native to the webpage and fit seamlessly into the results. With an increasing amount of people searching across devices, SEM is a great way to reach customers lower in the marketing funnel who are actively seeking your brand or services. The MPP SEM team is well-versed in creating effective SEM campaigns that drive actionable results.
Organic Search (SEO) vs SEM
Everyone wants their website to show up on the first page of search results, but you’ll need more than luck to get there. Search engines determine how webpages rank using organic search or paid search. What is the difference between the two?
Organic search results appear under paid ads and are ranked based on how relevant the search engine thinks your webpage is to the search query. Search Engine Optimization (SEO) plays a major role in organic search rankings, which factors in the content and relevance of the webpage. The higher quality and more engaging the page content, the higher the website rank. You don’t have to pay to play in the organic search world, but it can take a lot of time and work to see results.
Instead of waiting for SEO to organically build up, SEM can be used to make a webpage appear in the top search results. It’s important to find a trusted partner to create SEM campaigns, or else you could blow through your advertising budget with little ROI.
Keywords in SEM Campaigns
Keywords are the building blocks of SEM campaigns. Behind each SEM campaign, MPP conducts careful research to select the best keywords, ad groups, and copy for each ad. Using this keyword research, we craft efficient SEM campaigns, including search extensions like app download, location, and click-to-call, based on campaign relevancy. Having good keywords and account structure is important not just for your ad spend, but for your Quality Score. This determines where your ads are displayed and how much you pay for each ad click. The better your ads perform, the lower you should spend per click. Our SEM team focuses on increasing your impression share and top-of-page rate for your most valuable keywords.
Working With A Google Premier Partner
MPP is proud to be a Google Premier Partner. We’ve achieved this status by demonstrating Google Ads skill and expertise, meeting ad spend requirements, delivering agency and client revenue growth, and sustaining our client base. In other words, MPP’s Premier Partner badge means our SEM team is knowledgeable, experienced, and successful in optimizing search campaigns.
Is SEM a Good Choice For My Business?
SEM sounds like the perfect digital marketing tool. But, like any part of your digital marketing strategy, it has its place. Each part of your digital marketing stack has its role to play. A holistic view of your entire campaign is essential to success. Media Place Partners helps brands envision and execute integrated media plans using the right marketing channels. When employing SEM remember these things:
SEM is all about intent.
A potential customer has to be actively searching for your product or service. Your SEM ads will not show up for users who aren’t already in the market.
Cost per click tends to be higher than with display ads.
The trade-off is that because search users have intent, there is higher engagement.
SEM is not for branding.
Potential customers are more likely to do business with you if they know and trust your brand. Introduce customers to your brand with other digital marketing channels. Use SEM as one of your conversion paths.
SEM requires long-term care.
While it’s quick to execute, SEM is not “set it and forget it.” It’s critical that campaigns receive monitoring and optimization to ensure performance over time.