Search Engine Marketing

Search engine marketing (SEM) can generate leads faster and more effectively than most other forms of internet marketing. When businesses need immediate traffic and leads to their website, we recommend SEM as a way to generate highly targeted, ready-to-buy leads.

What is Search Engine Marketing (SEM)?

SEM is a form of digital marketing that aims to do one thing: increase visibility in search engine results pages. The primary means of SEM is paid search advertising, through Google Ads and other search engine advertising platforms, to ensure that a website is highly visible on the search results page.

Through primarily pay-per-click advertising, it’s possible to drive highly targeted leads from search engines directly to your business.

What is PPC?

Pay-per-click advertising, or PPC, is a form of advertising where you pay a fee each time a person clicks on one of your ads. A PPC campaign can help your site show up at the top of Google search for a specific keyword, or you can pay to advertise your site on Facebook or any other social media platform where you pay-per-click.

Each click drives new, targeted traffic (i.e. potential customers) to your website. A higher click-through rate will often translate to a higher conversion rate.

PPC is a quick way to get your business and brand in front of your target audience using social and search ads.

How SEM Benefits Our Clients

Our team recommends SEM to our clients when they need to:

  • Generate highly targeted leads that are 50% more likely to make a purchase
  • Increase brand awareness and generate business about a product or service
  • Quickly generate revenue and have the marketing budget for PPC ads
  • Grow their business and scale marketing efforts as the business grows

There are over 3 billion people online, and more than 93% of online experiences begin with search. SEM allows you to reach a wide audience, generate sales and build brand awareness faster than any other form of digital marketing.

Through intensive A/B testing and ad management, we’re able to increase conversions for our customers to ensure that our clients generate the revenue they need to continue growing their businesses.

Our Process

Our team at DIGICA will work with your team to better understand your target demographic. When we have a clear picture of your product and your target audience, we will come up with an SEM plan that revolves around:

  • Appropriate keywords
  • Budgetary constraints
  • Appropriate marketing avenues

We may recommend launching ad campaigns on Facebook or Bing, or we may recommend DoubleClick, Google's Ads or LinkedIn, depending on where your target audience is located. A combination of social media marketing and search advertising platforms may also be chosen to allow your business to maximize its online reach.

Ads will be created using copywriting techniques that are proven to increase clicks and conversion rates.

We’ll get your campaign up and running, and we’ll monitor it to ensure that ads are performing well. A/B testing will also be performed to improve sales further and stretch your marketing dollars to their limit.

Over time, we’ll strategize, add or remove ads and ensure that your SEM campaign is helping your business meet its goals.


How Do I Know if SEM is Right for My Company?

SEM marketing seems broad, yet it has evolved to mean one type of search engine marketing: paid search. SEM is one of the most important forms of online marketing because it compliments a company’s content marketing and search engine optimization efforts.

Paid advertising is often key to a company’s success, especially in the initial stages of the business’ growth.

PPC visitors have a 50% higher chance of purchasing compared to organic visitors. Pay-per-click advertising brings in about $2 for every $1 spent on Google Ads specifically. Businesses leverage SEM for:

  • Brand awareness
  • Sales generation

If your brand needs to generate sales or build brand awareness, SEM is one of the key forms of marketing to employ.

SEM and PPC: Are They the Same?

SEM includes paid components, such as PPC and SMM. SEM is a form of marketing that promotes a website through increasing the site’s visibility in search engine results. When discussing SEM, it’s an umbrella of marketing tactics to drive visitors to a site.

PPC is part of the SEM umbrella and involves strictly paying for click your ad receives.

SEO vs SEM: What’s the Difference?

Search engine optimization and search engine marketing are different. Search engine optimization, or SEO, allows you to improve your website’s rankings in the search results. When someone types in a query in Google, your site will come up higher in the results over time with the right organic SEO strategy.

But SEO is a long-term form of marketing that can take weeks, months or years to be able to drive quality traffic to your site.

SEM, on the other hand, will drive traffic to your site through the use of advertising, primarily through major sites, including Google, Facebook, Twitter and LinkedIn. When ads are placed on Google, you’re able to have your site show up at the top of the search results when paying for Google Ads.

SEO is meant to offer a long-term, organic form of traffic generation, while SEM allows you to start driving keyword-targeted traffic to your site today.

There are times when SEO and paid search are used together, and this would fall under SEM efforts.

Why is PPC Important?

Pay-per-click advertising is important for small- to large-business success. When we run an ad campaign for our clients, it provides:

  • Immediate results
  • Quality traffic
  • Higher conversion rates
  • Measurable traffic
  • Sales increases

When someone searches for your product or service, PPC allows you to rank highly even if you’re a new business. PPC allows you to immediately compete with larger businesses. It’s a quicker process compared to SEO, which is a long-term way to generate organic traffic to your site.

Can SEM Improve My Rankings?

Maybe. SEM, or paying to have your ads displayed on Google's search results or any other search engine, will not improve your rankings in the SERPS directly. You'll have your ad displayed high in the search results, but this is only because you’re paying for ads.

But if you’re using PPC to increase traffic to your site or a specific page, you may improve some of your site’s metrics, such as dwell time, or even generate links to your site.

Indirectly, ads can help generate buzz around your site, generate links and help improve your rankings as a result. Ads may also not provide any of these indirect benefits to your site’s rankings.

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