Search Engine Marketing is the most targeted and efficient form of digital advertisement – put your brand in front of customers who are already actively searching on Google, Bing, YouTube, or other search engines. Our all-in-one SEM service handles your search engine marketing strategy from top to bottom: research, execution, testing and tracking.
Search engine marketing is a form of paid search advertising that promotes your content at the very top of search engine results pages (SERPs). The publisher of the ad pays a fee every time a user clicks on the paid search result, which means SEM is a type of pay-per-click (PPC), or cost-per-click (CPC) advertising.
Digital marketing has largely pivoted away from paid advertising in the past decade, as
evidenced through the meteoric rise of content marketing.
Nevertheless, SEM and other forms of click advertising still have substantial strategic
value when used prudently as part of a larger marketing strategy. Some of the reasons
why you should use SEM in your digital marketing efforts include the following:
For Google’s Search Network, ad publishers bid for space based on the maximum amount they’re willing to pay per click and the quality of the ad. Google determines which CPC ads to display through the following process:
It multiplies the maximum bid by a Quality Score. The Quality Score is based on the page’s relevance to the keywords used in the search query, the CTR of the page, past ad performance on that page and overall performance of the page.
The resulting score is the Ad Rank. Only pages that meet the Ad Rank Threshold are considered for display in a search query.
Finally, Google decides the order of the ads to post based on Ad Rank. The ad with the highest ranking takes the No. 1 spot.
With Quality Score as a factor, the highest bidder is not necessarily the winner.
Local Service Ads
Service-based businesses that sign up for Local Service Ads determine a weekly budget for their ads in advance.
Unlike PPC marketing services, publishers pay per lead, which is a phone call or message. Cost per lead varies based on the type of job and the local market. There is no bidding process. Instead, Google automatically determines which ads to post based on the following factors:
Proximity to the searcher’s location.
Number of reviews and the score of those reviews.
Responsiveness to customer inquiries and requests.