What Is Search Engine Marketing?

Search engine marketing (SEM) is an advertising tactic that uses paid advertisements that appear on search engine results pages (or SERPs). We work with you to define your keywords that potential customers might enter when looking for your products or services, which gives you the opportunity for your ad to appear alongside results for those search queries.

These ads, often known by the term pay-per-click (PPC) ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based advertisements that display important information at-a-glance, such as price and reviews.

When Should My Company Use Search Engine Marketing

Search engine marketing’s greatest strength is that it offers the opportunity to put your ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business.

Key to SEM Success – Location-Based Targeting

Available location targeting places your ads in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, even your competitor.s location.

Location targeting focuses your advertising on the areas where you will find your customers, and restrict it in areas where you won’t, which will help increase your return on investment (ROI) as a result.

Doug Burton, CEO of Solvv Creative an advertising agency in Madison, WI, says, when it comes to search engine marketing, consider the real estate adage: “Location, location, location!” “Regardless of how strong your ad is, it will not perform if it doesn’t appear where your audience is. Reach your customers where they are and where your business can serve them by using location targeting.”

Tips For Choosing the Right Locations for Your Business

  • Target locations where your customers are — which isn’t necessarily the same place that your business is located. For example, if you own an e-commerce company, target all the locations you ship to, not just where your business is physically located.
  • If you target an area where your business isn’t located, you won’t be able to see your ad when you search on Google.com. However, you can use the Ad Preview and Diagnosis Tool to find your ad.
  • If you target a small radius, your ads might only show intermittently or not at all. That’s because small targets might not meet Google’s targeting criteria.
  • It’s also a good idea to keep your language and location targeting settings consistent.
  • Is your goal to attract more phone calls to your business? Add a phone number to your campaign, so it’s easier for customers to call you directly and for you to track the calls you receive.

Benefits of Search Engine Marketing

  • Excellent for reaching in-market customers for branding or direct response purposes
  • Customizable to increase relevancy to the searcher
  • Target audience at the optimal point in the purchase process
  • Increase customer acquisition
  • Links to Google Analytics for detailed metrics
  • Call Tracking capabilities
  • Labeled geo-targeting mapping
  • Placements include 3 lines of ad text and may contain site links, call and location, and callout extensions
  • Available on desktop, laptop, tablet, and mobile devices
  • Can add bid multiplier to target a specific device

Contact us to discuss how search engine marketing with an actionable click or call goal can target your specific customer base and drive revenue.

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