Rank Above the Fold with Conversion-Focused Ad Strategies
Dominate the above-the-fold (ATF) content of relevant search results and get found by millions of prospects across the web. Begin your search engine marketing campaign today with help from ideianation digital marketing (IDM) — your trusted search engine marketing company in the United States.
What is SEM and Why It’s a Great Investment
Outpace the Competition and Grow Your Business
In today’s increasingly competitive digital world, search engines have become an indispensable utility across industries and institutions, including digital marketing, healthcare, education and eCommerce. Search engines are customer service tools that allow online users to locate diverse information on the internet, including news, blog posts and brand offerings, and make informed decisions. Additionally, they serve as a powerful marketing platform for industry players to expand their online reach and increase brand awareness.
Anyone with a website can leverage search engines to promote their products and services and connect with key stakeholders. You have most likely learned about search engines in your search engine optimization (SEO) strategies, but you may not be familiar with their role in search engine marketing.
Ready to start your SEM advertising campaign? Our search engine marketing agency explains the significance of search engines in SEM and how your business can use them to speed up your customers’ buying process. Learn more about search engine advertising and improve your marketing effectiveness in no time!
What Are Search Engines?
Search engines are a software system designed to carry out systematic online searches and deliver the best possible results based on the users’ search query. Your goal as a business owner is to ensure search engines can find your website for it to show up and rank high in pertinent search engine results pages (SERPs).
Search engines have three significant functions:
- Crawl
Search engines use their own web crawlers or search engine spiders to scour billions of pages on the internet and find new and updated content, such as web pages, videos, PDF files and images. Search engine spiders fetch a few websites and follow the links on these pages to find new URLs. - Index
In this phase, search engines store and organize the content based on the keywords, data, recency,and user engagement. The new URLs found in the crawling process are indexed in a massive database called Search Caffeine to be retrieved when the content on the URL matches an online user’s search query. - Rank
Search engines categorize web pages and rank them based on relevance to provide the most useful search results to online users. The higher your website ranks on SERPs, the greater your search visibility and significance to the query.
There are numerous search engines on the market that are set as a default with website browsers. These include Google, Bing, Yahoo, Baidu, DuckDuckGo, Yandex, Swisscows, CC Search, StartPage and Search Encrypt. Here’s a closer look at the search engine market share worldwide:
Data by Pew Research Center shows that 1 in 4 online users or about 33 million U.S. adults use search engines to perform internet research every day. Individuals and organizations use these search engines for various reasons, including research, shopping, brand promotion and entertainment. For businesses, search engines serve as a useful platform for gathering data, staying up to date with news and trends, keeping track of competition and marketing. They provide search advertising opportunities that help marketers gain higher search visibility and close sales faster than through SEO alone.
Search engine advertising is key to improving your digital presence and securing better brand recognition. Most companies, however, dive into search engine marketing without fully understanding what SEM is. Some are even oblivious of the numerous SEM advertising channels available in the market. As a result, only a few marketers reap the benefits of search engine marketing solutions.
Let our search engine marketing company show you the nitty-gritty of paid search engine marketing. Read on and let’s get started with your SEM digital marketing campaign.
What Is Search Engine Marketing?
Studies show that approximately 81 percent of consumers perform online research and spend an average of 79 days gathering information about a product or service before making a big purchase. This means the majority of online users have high purchasing intent.
Search engine advertising is one of the most cost-efficient ways to connect your brand with high-converting customers and increase your revenue. SEM advertising allows you to take advantage of consumers’ online behavior and position your ads precisely when they are looking for your brand offerings and are ready to purchase.
SEM is a pay-per-click (PPC) advertising strategy used to increase the visibility of your website in SERPs and reach customers at every stage of the buying cycle. Our search engine marketing experts bid on keywords to optimize your ad performance, increase your Quality Score, and bring more traffic and conversions to your landing pages. Quality Score is a metric used by search engines to determine your paid search ads’ quality and relevance. The better you are at meeting your prospects’ needs, the less search engines will charge you for every ad click and conversion.
How Does SEM Work?
Search engines use algorithms to rank SEM ads and determine their search relevance. Paid search engine marketing is all about creating the right search engine marketing strategy, bidding on high-value keywords, and continuously improving your search advertising tactics based on analytics results to lower your ad spending and improve profitability.
To outshine your competition, our search engine marketing agency follows a systematic approach to search advertising:
- Keyword Research and Analysis: Our SEM company utilizes advanced keyword research tools, such as Google Search Console, to identify high-performing search terms and eliminate negative keywords from your list that are not an effective use of your search advertising budget.
- Ads Creation and Landing Page Development: Once we’ve identified your target keywords, our search engine marketing experts craft text-based ads to display in search results and link them to unique, optimized landing pages. The goal is to capture your target audience’s initial search intent and move them to the bottom of your sales funnel.
- Account Setup and Tracking: This phase is crucial in understanding the effectiveness of your search engine marketing strategy. Our SEM firm runs a lead-tracking report to see if the search engine in use supports conversion tracking. If it does, we double-check the codes to ensure they are properly installed on your landing pages.
- Campaign Launch and Monitoring: Now that you have optimized paid search marketing ads, well-designed landing pages and a robust search engine marketing strategy, you are almost ready to launch your PPC search engine marketing campaign. Our SEM agency manages your campaign settings, such as locations, languages, networks, and devices, to determine how your ads will run. Upon the campaign launch, we closely monitor your ad performance.
- Evaluation and Analysis: Benchmarking campaign results against your paid search marketing goals is key to measuring your SEM success. We track and evaluate your key performance indicators (KPIs), including click-through rate (CTR), Quality Score, search impression share and cost per conversion. The analytics results allow us to optimize your next paid search engine marketing campaigns for higher conversions.
Now that you know what is search engine marketing and how it works, the next step is determining whether SEM PPC is worth your investment. Let our SEM company walk you through the advantages of capitalizing on search engine marketing early on.
Is PPC Search Engine Marketing Essential to My Business?
Yes. No matter if you own a local brick-and-mortar store, an eCommerce business or a large enterprise, paid search marketing should be a part of your digital marketing strategy. Search engine marketing experts estimate that it takes seven to 13 interactions with a brand before a prospect converts.
Google search advertising is a cost-effective way to increase brand familiarity.
SEM digital marketing makes your business more visible in search engines. And unlike traditional advertising tactics, internet search engine marketing connects your company with an extremely targeted audience segment. Here are more advantages of PPC search engine marketing:
- Better Brand Recognition
- Increased Conversion
- Specific Targeting
- Greater Campaign Control
- Measurable Growth
- Improved Organic Traffic