If you've ever used Google (so, yes) you'll have come across Search Engine Marketing (also known as pay-per-click or PPC). It's a digital strategy that uses Google ads, search advertising and social media advertising to pop up when your prospective customer or client searches a term relating to your business, right next to the organic results. It's a way of getting people to your website using an effective paid avenue.
To see your business get a prime position on the search results page in ad form, you need to bid against your competitors and win. This is no average auction, however. There is a fine art to winning your ad position, while still ensuring your return (customer conversions) on investment (your bid) is worth it. You pay for every click to your website. This is incredibly worthwhile if your website is converting these clicks into customers, or future customers. It's easy to get caught up in a bidding war and overpay for weak leads or missed opportunities. That's where we come in. We are experts bidding, strategic design and placement to ensure we're cleverly using the full ecosystem of Google (beyond listing organically on page one, although this is equally important) so that you are receiving only quality, genuine customers to your website.
We create a campaign that has been correctly set up, continuously reviewed and optimised to provide a positive return on ad spend (ROAS) and a quality customer.
90% of Google searches are from people who are at the end of the 'buyer cycle'; meaning, they are ready to purchase or engage in your service.
There are a number of reasons SEM is an integral part of a successful digital marketing strategy:
Brand awareness – The higher you are on the SERP (search engine results page), the more prevalent the clicks to website. Ads rank above organic results; although this means that more quality content is technically found further down the page for the user, they are still more likely to click on the first few options if those options adequately match their search query. For example, ranking high for keywords that aren't quite what you offer is just going to result in a high bounce rate, and high frustration of a user. If you're using well researched keywords in your SEM efforts, however, you're going to be appropriately positioned for someone seeking exactly what you offer. Even if they don't immediately click, your business name will be top of mind, and your brand awareness growth accelerated.
Measured success – With SEM, you are able to analyse precise tracking for how well a campaign has worked in terms of how many clicks, cost per click and return on investment for conversions after click. Measuring this data and seeing what's working and what's not in a relatively short period of time means you can optimise keywords, spend and content accordingly in an efficient and cost-effective way that garners big results.
Advantage over competitors – By engaging in SEM activity, you are already getting ahead of competitors who are only putting efforts into organic SEO. As mentioned above, ads often appear above organic results and give SEM an opportunity to step in front of the competition and grab the attention of the user. It is even possible to rank higher than a competitor when their name is used in the search query.
Customer reach – With SEM you are able to effectively reach new customers who are in the prime position and mindset to buy, increasing traffic and quality leads to your website via means that would have otherwise seen a user go straight to a competitor.