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Google Ads (SEM)

SEM or Search Engine Marketing is the ability to show text ads based on keyword searches on Google search results in a real-time bidding auction.
Google Ads places ads designed to promote your business, services, or products above organic results, driving site traffic and conversions to your business.

Why SEM?

Lower funnel reach. Users who are on Google are ready to take an action; they are searching directly for things pertaining to your business. Your text ad gets in front of that user at the right time; taking them to the most relevant page on your site where they can take the next steps.

SEM in the digital landscape

Google Ads is a great workaround for new businesses because you don’t have to wait around so long to see results. While working on your site’s SEO, you can put resources into a Google Ads campaign and start getting impressions and clicks immediately.

50%

Of people arriving at a retailers site from paid ads are more likely to buy than those who came from an organic link.

89%

89% of the traffic generated by Google Ads is not replaced by organic clicks when ads are paused.

33%

One-third of people click on a paid search ad because it directly answers their search query.

96%

Of brands are spending money on Google Ads.

Why SEM in a multichannel buy?

While display programs and social programs do a great job generating brand awareness, search ads capture relevant traffic in the moment where they are ready to take action. Coupled with a branded play, SEM will act as the main lead source in a multi-channel campaign.
SEM also acts as a branding tool. With SEM, you have the ability to bid on your competitors brand names and services as a search term. So if people don’t know your brand but know your service through a different provider, this gives them the opportunity to consider your business in the moment.
Prospecting new business and retaining an existing client base. Through different keyword groupings, the ability to prospect new users to your site exists based on the keywords chosen. The ability to retain business also exists as well.

SEM target Capabilities

-Standard Search Campaigns:
-Dynamic Search Campaigns

SEM Reporting Features

-Reporting back on a campaign and keyword level for following key performance metrics
-Reporting on an account level

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SEM and SEO toghether

SEM is a great precursor to SEO. Running an SEM program prior to launching your SEO program allows you to see how people search from your business. It also lets you know what keywords are more competitive (based on impression share) so you can gage how long it may take for your phrases to rank organically.