What Is Search Engine Marketing (SEM)?

SEM (Search Engine Marketing) via Google Ads puts your ad in Google search results when people search for your products, service, or even competitors! Consumers turn to search engines to research before making buying decisions – or to find companies that have the products and services they wish to buy. Advertising on search engines positions your company right where they are searching, increasing the likelihood that they will choose you over the competition.

This type of advertising is often referred to as Google pay-per-click advertising (PPC). The Google Ads platform is used to create text ads that show in search results. You are charged each time your ad shows up in search results and is clicked.

What Is Display Advertising?

Where search engine marketing relies on text ads that appear in search results, display advertising uses graphic ads. Generally, display advertising can be broken down into three categories: behavioral advertising, geo targeting, and website retargeting.

Behavioral Advertising

With behavioral advertising, we can help your business target people who visit certain types of websites or search for similar products or services online. When someone searches for specific words or browses specific types of websites, your ads will then follow them around online.

Geo Targeting

Geo targeting allows you to target people who enter a specific “fence.” A boundary zone is created, and if someone enters that zone, your ads start following them around the web. This service is great for trade shows and events, conferences, and places where you know your target market spends their time.

Website Retargeting

When someone visits your website (or certain pages on your website), your ads follow them around as they browse online. The goal of website retargeting is to remain top of mind and help encourage them to return to your website. Know when you search on Amazon for a product and it shows up in your social media feed? That’s website retargeting!

Online Advertising Services We Offer:

Google Pay-Per-Click Management
We create Google PPC campaigns that are designed to reach people as they search for your products, services, or competitors in search engines. We spend a considerable amount of time ensuring each campaign is set up in the best way to optimize your budget. Plus, we set up conversion tracking to help you track everything from website visits and phone calls to form completions.

Behavioral Advertising
Behavioral advertising takes into account the sites your target market has visited, the links they have clicked, and a variety of other factors to deliver your ads in front of those who meet your targeting criteria. The goal is to get people to click on your ad and go to your website – the best place to help turn prospects into customers.

Geo Targeting
Put your ads in front of those who enter specific areas by leveraging GPS tracking. Going to a trade show? Use geo targeting to keep your ad in front of those who were at the trade show long after they leave. There are plenty of creative ways to use geo targeting that can help give you a leg up on the competition.

Website Retargeting
Online ad retargeting is the digital follow-up. When a customer visits your site without making a purchase decision, website retargeting allows you to touch base with that customer and draw them back in through ads on other sites, including Facebook. Retargeting is a powerful way to maintain brand awareness for your business.

Frequently Asked Questions

  • Search engine marketing requires that you pay to play. Your ads can quickly be up and running, allowing you to get immediate traffic. SEO, on the other hand, is a long-term strategy that takes time and enables you to show up in organic (unpaid) search results. We typically recommend that our clients do both SEO and SEM, and possibly discontinue the SEM once they are getting the results they desire from SEO.
  • Of course! We know that, as a small business, your marketing budget may be tight. One huge plus for your small business in terms of PPC is that you only pay when someone clicks your ad, which allows even small companies to show ads alongside their biggest competitors.
  • Our team takes what we learn about your business and we use keyword tools and planners to determine the best strategy for your campaign. We take into consideration everything from the number of monthly searches for the term to the competitiveness and estimated cost-per-click. We help make sure the right keywords are chosen so you aren’t wasting money by showing up in unrelated searches.

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