By Tom Ottaiano, CEO, Today’s Business
Visibility on Google
SEM allows for your website to show up at the top of Google, regardless of where you rank organically. When you invest in PPC, it becomes possible for you to rank above your competitors even if they are ranking higher organically. In a study from Wordstream, it was estimated that around 41% of clicks on searches go to the top 3 paid ads in the search results page.
That’s not just effective for desktop. On mobile searches, paid results are the first visible results because you don’t have to scroll to see them, as you would organic. In 2019, everything is shifting to mobile, which is why it is extremely important to pivot your marketing strategy towards PPC.
Paid search boosts brand awareness. People who would not otherwise see your business at the top of Google are seeing it. If it shows up for multiple searches, they are more likely to click and remember your brand in the long run. Google display campaigns reach 80% of global internet users. Having a solid SEM strategy will ensure that you are capitalizing on the eyes that are already on search ads and making the move towards converting some of them into profitable customers.
There are two components to brand awareness through paid search. You can run location extension ads which means that if you’re not showing up for location searches organically, you can compensate with Google ads. The second component is sitelink extensions. This means that you can drive users to different pages on the website besides the homepage. This is a strategy that has proven to be effective for bringing awareness to a new product or service your business is offering.
One of the key factors in successful digital marketing and PPC is a consistent source of traffic. Traffic not only drives conversions, but it provides valuable insights into your target market.
This increase in users on your website is useful for collecting data about your target audience. The more data that we have on the users that visit your website, the better we can tailor our ads on multiple ad networks. Planning remarketing campaigns based on the data we have about your target market will ensure that you will see more conversions from your campaigns.
When it comes to SEM, you are paying per click. This means that even if someone sees your ad, but does not click on it you are not charged for that view or impression. This is an extremely cost-effective marketing tactic because you make the most of every dollar that you spend because it is being funneled into every click you receive.
Businesses make $2 in income for every $1 they spend in AdWords, according to Google. SEM is great for really seeing an ROI on your marketing spends.
Here at Today’s Business, we adhere to a manual keyword bidding strategy. This allows you to be in complete control of your bids and how much you want to spend in the most efficient way possible so that your ads can show to the right people on search engines. When it comes to keywords, we make sure that we are bidding on keywords with the highest search volume, the lowest cost per click and the lowest competition.
Utilizing a PPC strategy can work symbiotically with your SEO campaign because it can help you determine the most lucrative keywords in your industry. It can also tell you what your competitors are ranking for.
There are three different keyword match types that we utilize. Broad Match Modifier ensures that regardless of the order that the keywords are typed by the user, it will show up in the search ads. Phrase Match ensures that if the user types additional words before the keyword phrase, it will still show up. Exact Match, just like the name suggests, is when the ad will show up when the exact keyword phrase is typed into the search bar.
SEM (PPC) at Today’s Business
Our approach to search engine marketing is different from any other agency because we base our campaigns solely off of performance and our bidding strategies are perfect for those who want the most cost-effective approach possible. If you’re ready to take your search marketing to the next level, let’s talk!