Search Engine Marketing (SEM)
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 Thrive Internet Marketing Agency — 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. As a business owner, your goal 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:
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.
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 Caffeine to be retrieved when the content on the URL matches an online user’s search query.
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 is SEM. 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:
1. 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.
2. 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.
3. 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.
4. 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.
5. 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
Internet search engine marketing allows you to choose and bid on the most accurate keywords that match your customers’ search intent. Additionally, Google SEM enables you to place your brand name in the ad’s headline, display URL, description and extension link. These tactics increase your chances of securing the ATF Google search results, boost your brand awareness and bring fast visibility to your products and services.
One of the key benefits of Google SEM ads is its ability to provide near-immediate results with a fast return on investment (ROI). With the right search engine marketing solutions, you can generate new sales and conversions on the same day. However, keep in mind that continuous Google search advertising and campaign revamp are essential to ensure your year-over-year growth.
Statistics show that more than 30 billion Google searches are conducted every month and 99.9 percent of these global searches do not apply to your audience targeting approach. With SEM PPC, you can leverage various targeting options, such as geo-targeting, ad scheduling and device targeting, to bolster your ad performance and ensure your Google SEM campaign shows up in the right places.
Greater Campaign Control
SEM digital marketing makes it easy to manage your advertising budget, campaign scope and brand messaging. Unlike in SEO, where search engines decide how organic search results are displayed, Google search advertising gives you control over your calls-to-action (CTAs), ad schedule, audience targeting and other aspects of your Google SEM ads.
Internet search engine marketing enables you to test your ad performance and measure the results for each campaign. With access to in-depth analytics and campaign data, you can determine which ads generate the highest conversion rate for your company in terms of CTR, clicks, impressions and other metrics.
Improved Organic Traffic
Research shows that more than 93 percent of online experiences begin with a search engine. This means gaining higher search visibility positions your brand where the majority of your customers are. By knowing what is SEM and how you can leverage it to your advantage, you can drive high-quality traffic to your website from search engines.
Begin your PPC search engine marketing today! Contact our SEM firm and let’s discuss the details of your search engine marketing services.
SEO vs. PPC vs. SEM: What’s the Difference?
Take Control of Your Advertising Campaigns
SEO, SEM and PPC are three commonly confused acronyms in the digital marketing realm. To help you navigate the online marketing sphere and better understand what is search engine marketing and how it differs from other internet marketing methods, our search engine marketing agency discusses in detail the difference between these terms:
- Search engine optimization is the practice of improving your website structure and content to appear on the SERPs, attract high-converting traffic and boost your organic search ranking. It involves on-page and off-page optimization.
- Pay per click advertising is a paid search model designed to promote brand offerings across multiple online platforms, including search engines, websites and social media channels. In paid search advertising, you pay for each action on your PPC ads.
- Search engine marketing encompasses both SEO and PPC. However, it is most commonly associated with paid search. In SEM, you pay to position your website at the top of pertinent search results.
Unlike SEO, PPC and SEM both follow a paid advertising model. Pay per click marketing, however, is solely focused on increasing brand awareness and attracting specific customer segments through paid search tactics. Internet search engine marketing, on the other hand, follows both SEO and PPC best practices to deliver the best possible results.
To help you create a winning SEM PPC campaign, our search engine marketing company develops a growth marketing plan aligned with your business objectives. We determine how your target customers search at different points on their purchase journeys to implement the most appropriate SEM ads that will compel prospects to take their brand interaction to the next level.
Let’s explore the different internet search engine marketing options that you can use depending on your goals. Partner with our SEM agency to learn more about improving your internet search engine marketing campaign’s performance.
SEM PPC Advertising
Acquire Highly Targeted Leads With the Right Marketing Tactics
The digital landscape is constantly changing. Now, more than ever, search engines and customers demand a more targeted approach to keep your brand relevant in your respective field. At Thrive Internet Marketing Agency, we assess a plethora of website search engine marketing strategies to ensure you invest in a guaranteed way to boost your search visibility.
There are numerous types of PPC search engine marketing tactics that you can employ to achieve your goals:
Display advertising focuses on attracting online users’ attention to convince them to take a specific action, such as signing up for a newsletter or registering for a free software trial. Display ads are made up of texts, images or videos that appear in designated areas of a website or social media platform. The goal of display advertising is to encourage page visitors to click through to a landing page and complete an action.
Display advertising campaigns are charged on a cost per click (CPC) basis. This means you pay for every click on your ads. There are various forms of display ads to choose from, depending on your purpose:
These are image-based ads that aim to get page visitors from the host website to the advertiser’s website. With this display advertising method, you are charged per impression, click or action. Our display advertising agency combines static and animated media to attract your prospects’ attention and compel them to click through.
These are interactive, full-screen display ads that show up before users are directed to the original page they requested. Interstitial ads boast a high impression rate because they engage users with relevant content at natural pauses in a platform’s flow. At Thrive, our SEM experts determine the perfect time and place to embed your ads to generate more clicks.
YouTube marketing and social media advertising platforms opened a new avenue for marketers to immerse their brands into a user’s browsing experience. Video ads appear before, during or after a video stream. To capture your prospects’ attention out of the gate, our display advertising agency develops engaging video ads with robust CTAs.
One of the key aspects of our display advertising services is driving brand engagement within your specified timeline. Rich media ads allow us to add a twist of creativity to bland ads to generate a higher engagement rate.
Invest in results-driven display advertising services and get more potential clients to engage with your brand. Our display advertising agency works closely with your team to determine the best display advertising services to start with.
Google Shopping serves as a robust advertising platform for eCommerce businesses to generate sales and revenue. Google Shopping ads are also called Product Listing Ads (PLA), which appear within the Google search results for a product. These types of ads are particularly effective because they display prices and high-quality images of merchandise from various brands on the product listing.
No matter if you own an offline store or a thriving eCommerce business, Google Shopping ads are an excellent investment to boost your sales. Since product ads appear at the top of SERPs, you gain more qualified traffic from prospects with clear buying intent.
To help you get the most out of your Google Shopping ads campaign, our SEM experts segment your ads by intention. We create two different campaigns to capture branded and non-branded searches. This way, we determine which ad campaigns deliver the highest conversion at a lower cost.
As a trusted SEM company, we also:
- Keep your pricing competitive
- Optimize your product data
- Use smart bidding strategies
- Test bids extensively
- Place keywords on your product title
- Connect your Google Shopping ads to your physical store
Enlist our SEM services and let us help you maximize your ad budget for Google Shopping! Call our search marketing agency now to learn more about our SEM services.
Remarketing has been a buzzword in the website search engine marketing realm, but only a few truly understand how it works. What is remarketing and how can you leverage it to your advantage? Our remarketing agency gets into the detail of AdWord remarketing to bolster your SEM knowledge.
What Is Remarketing?
Remarketing is a form of website search engine marketing wherein you reach out to prospects who have already shown interest in your brand offerings or have visited your website in the past. The goal of Google remarketing is to keep your brand top of mind and entice prospects to click through and explore what you have to offer.
Google remarketing ads appear when online users are browsing the web, reading news sites or watching YouTube videos. Regardless of whether or not page visitors completed an action while on your website, they would start to see your AdWord remarketing campaigns in relevant places across the internet.
If you already advertise on Google, our remarketing company simply places an AdWord remarketing tag on your website to get page visitors added to your audience list through browser cookies. You also have the option to customize how your Google remarketing ads are triggered or where the codes are embedded in your website. In this way, you have more control over your audience targeting.