Search Engine Marketing

Search Engine Marketing

Search Engine Marketing (SEM) is about getting paid traffic from search engines.

SEM is a technique of placing ads on a search engine results pages in an effort to boost qualified or relevant website traffic.

The technique of creating ads is important because it’s also an optimisation process for your ads so that they appear in the most effective top positions.

It’s a highly effective way to increase visitors from search engines like Google and attract qualified traffic to your website.

The goal of good SEM is to create the best value ads while gaining the most relevant traffic.

A good SEM strategy is to include
SEO tactics in your paid search

Why SEM?

Search Engine ad campaigns will drive qualified traffic.

Advertising with search engines to bring qualified visitors makes a lot of sense, especially while refining an organic keyword strategy.

Data from the ads shown will help develop an SEO strategy to use on your website.

Base campaigns around your top keywords & budget to get the best value.

If your organic results are not gaining a timely or useful rank, search engine advertising can be a “quick fix” to gain visitors.

SEM + SEO ensures that your target audience sees the content you create in their search query results

Top Five Results Are Desirable

Your goal is not just to appear in search queries, but to show up in the top 5 positions.

If you are like the majority of users, you probably click on one of the top ads or one of the first five organic results.

Ads are not that much different than organic in the sense, if you don’t have the right words or content, it will get dismissed by the searcher.

Search campaigns start with keyword research so when ads are created, each one can target a specific keyword & page, with the aim of being in the top five ads.

Ad Keywords and Search Intent

How do you choose the right keywords to use in your ads?

The keywords you use in your ads are important and must be relevant to the topic.

There are two types of search intent – informational and transactional.

Choosing the most relevant or useful keywords for your situation, will take experience, some time & research.

Keyword searches with high commercial intent, meaning, keywords where a searcher is looking to buy a product or service (for example: “buy mens cotton shirts”) – are worth far more to businesses than your basic informational keyword for searches such as “cotton shirts”.

So transactional keywords point to an actual product that can be purchased.

Informational keywords point to information, documents, contacts and such.

Google Ad Goals

With any Google Ads campaign, the three main factors are goals, strategy, and execution.

First we need to research your goals.

You should research and define your goals before you build any ad campaign.

Any good Google Ads campaign will have solid goals.

The best way to create goals is by adding them to Google Analytics.

Goals in Google analytics can then be imported to Google Ads account.

Your campaign goals should always be specific, relevant and measurable.

If your ads are specific & relevant, you should notice that more visitors are going to your website (measure).

More people will know about your product and/or services which converts to more enquiries.

You will be busy & happy, knowing you have created a successful Google Ad.


For more on search  engine marketing for your business, contact us.