SEM has the unique advantage of presenting your advertisement to a targeted prospect at the precise moment they are searching for your services. For clients in manufacturing, ecommerce, medical practices, senior living, clinical specialties and more we have developed strategies that deliver a robust return on investment to both launch and grow a business. In contrast with most other forms of advertising, Search Engine Marketing is a very narrowly focused medium and our team at Ashworth Creative pride ourselves on being highly competitive but not wasteful.
Keywords Are Where it All Begins
Search Engines such as Google or Bing are basically indexing systems. When users put in a keyword or phrase (the thing they are looking for) this will lead them to the answer they want. Choosing the key words or phrases (sometimes known as long tail keywords) can be based on how customers ask for your product or service or can be suggested to you by entering a word into a search engine’s search field and seeing what other keywords they will suggest to you. The amount of interest there is in a particular keyword dictates the cost of bidding on that word to include it in your search engine advertising. Ashworth Creative has a dedicated SEM team who identify the most valuable and relevant keywords and at the same time help you establish irrelevant keywords, known as negative keywords.
What do SEM Ads Look Like?
If you have ever searched for anything on Google and have seen the section at the top of the page that has the word ”Ad” next to it, that is a paid ad. Clients who have input specific terms for a business, service or product will receive an ad that will lead them to your website. When one of these ads generates a response, this is called a conversion and they help to raise your brand awareness through improving your position on Search Engine Results Pages (also known as SERPs). According to Google Support: “Ads are ranked primarily based on how relevant and useful they are to what the person searched for, your bid, and a few other factors.”
How Paid Search Marketing Builds on Your SEO Strategy
SEM and SEO complement each other because both rely on keywords to drive traffic to websites and landing pages. The vast majority of searchers for online products and services are already somewhat motivated to buy. When what they are searching for pops up easily, they are confirmed in their plan to move ahead. SEO relies on organic search results (which are free), so well-written, SEO-friendly content will rise in the search rankings. When your site has strong SEO, it will be a good foundation for SEM, paid content or PPC (Pay-Per-Click). If you use sponsored ads with the right keywords targeted to the correct audience, then you have a greater chance of appearing at the top of paid searches. Don’t let anyone tell you that you can do SEM without SEO-friendly content. They are both equally important and strong SEO will make your SEM more effective.