Search Engine Marketing

Discover how to increase your visibility and drive conversions on search engines.

Search engine marketing services

Search engine marketing (SEM) is one of the most effective and affordable ways to market your business. Coupled with relevant content, you are sure to drive sales and maximise your ROI.

Rock to the top with relevant ads that are related to relevant web content and search terms.

With the aim to rank as high as you can on search engines both strategies are important. Paid advertising, also known as PPC marketing, can achieve immediate results compared to organic SEO which requires a long term investment. Paid ads now gain the topmost position with competitive search queries, but organic positioning is equally as important. Prime organic results show authority and achieve better click-through rates and better engagement rates.

Google Display Ads

Display ads are great for brand awareness. These are visual-based ads that are shown to users when browsing on third party networks. Display ads cost less than search ads and you pay per impression, however, the click-through rate is generally lower. The goal at this awareness stage is to familiarise users as this familiarity builds brand trust. The more impressions they see of your brand the more they are likely to trust your brand. The key performance indicator is therefore impressions rather than click through rates. How many users saw my brand?

Google Search Ads

Search ads are an effective way to reach consumers in the consideration stage of their buying journey. These ads get delivered at the top of the search engine results page. They also cost more than display ads. However, when the user is specifically searching for your offerings, you want to catch their attention at the moment when they need you.

Besides having your ad set up to return with the appropriate search queries, the more relevant your ads are to their search query, the more chance you have of being displayed. The main KPI’s that determine the success of search ads are click-through rates, engagement rates, and conversion rates. These KPIs show the effectiveness of your content.

Google Remarking

Remarketing is an effective way to reach customers who have already interacted with your website and can be the most cost-effective form of online advertising. These are display ads that serve both awareness and consideration objectives. Ads are strategically positioned in front of the audience as they browse google or partner sites. The brand affinity aspect dramatically impacts the click-through rate by 2 or 3 times.

A successful marketing strategy involves listening, learning and responding. Audience research, buyer persona development and marketing analytics are additional best practices that will help you maximise your ROI through effective consumer journey marketing.