Originally posted on March 8, 2016; Updated on April 22, 2022
You've got a great website and it's content-rich with excellent product descriptions and natural use of keywords throughout, yet you still
aren't getting high placement on search engine results pages (SERPS), and your local business isn't growing at the expected rate. What on
earth could possibly be missing? The key to your success that will place your business right where it needs to be is search engine marketing
(SEM). Call us to learn more!
Search Engine Marketing Defined
Surely you have heard of pay-per-click (PPC) ads or have seen advertisements at the top and sides of search engine pages when you have
searched for information online. These little gems are what SEM is all about. To put it simply, SEM is where you pay for ads to
appear on SERPS, based on chosen keywords, your ad content, and keywords. What places this strategy above all other marketing functions for
efficiency is that your ads are placed in front of the right customers, at exactly the time they're most likely to buy.
The Keyword Conundrum
Sounds easy enough, right? Choose a handful of keywords, set up a budget and create a few ads- done! No, it's not quite that easy. Keyword
management is the most fundamental portion of SEM; after all, you are literally bidding on these terms and counting on them to be what your
best customers are using to find your ads. Keyword management includes:
Discovery- learning which keywords are most effective for your SEM campaigns
Research and analysis- finding alternative keywords that can be used, learning which keywords cause the most engagement and
filtering out negative keywords (negatives might include DIY for products you sell ready-made, as one example)
Organization and grouping- developing a logical order and structure by dividing similar keywords into small groups
Action- creating ad copy based on your best keywords
It is important to note that this is only the beginning of a successful SEM campaign. How high your ads are placed on SERPS and how
often also depends on your budget; how relevant your landing page is to the ad and how relevant your ad copy is to the keyword. The hard
work you put into fine-tuning your business website will matter greatly to your PPC campaign.
AI & Machine Learning
In recent years, Google has added more machine learning and AI capabilities to your PPC campaigns to make them more efficient. AI allows
your campaigns to automate processes that are time consuming and painstaking to do manually. It autonomously monitors your bidding, so that
you won’t bid too low for an ad that will generate quality leads, and also helps eliminate overbidding. AI can also continuously optimize
your campaigns. It runs your keywords and phrases against Google’s algorithms, performing analyses on search volumes and trends. From the
machine learning, it can make further suggestions, and continue to optimize your campaigns at rates that humans just can’t keep up with.
The Human Element
But that doesn’t mean that humans are losing their place in SEM. Humans will always be necessary, no matter how worried we get about the
robots taking over. AI may be able to do what people can’t, but people do what AI can not – make connections with
other people. People have the emotion and compassion that is so necessary to relate to your customers.
AI and machine learning is definitely making SEM smoother and more efficient, but it’s just another tool for people, not a replacement for
them. Here are some ways that people and AI work together to create a seamless SEM experience:
People write ads. But instead of writing full ads, we now create multiple headlines and descriptions, and AI chooses which ad to show each
individual searcher depending on their search and other behaviours with the aim of showing the best possible ad to get this exact person to
People have to figure out the campaign logistics of who to target and how. AI helps to optimize conversions and drive down your advertising
People have to analyze performance data to ensure the campaign is cost effective, as well as AI generated Google recommendations to
determine if they align with client goals.
Pay-per-click advertising is touted as the single fastest way to generate leads and grow sales from the internet. Paid search advertising
can position your company at the top of the search results almost immediately and allow you to instantly connect with customers looking for
your products or services. To learn more about SEM and how it fits into your digital marketing strategy, call Smart WSI Marketing today.
Lynne Motkoski, Digital Marketing Strategist
Specialty: Digital Marketing
Strategies Education: MA Communications
& Technology, BComm [U Alberta]
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education,
keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
When businesses hit a financial rough patch, one of the first spending cuts many make is marketing and advertising. While it can be an
effective short-term solution for freeing up money for other needs, it’s also a gamble with potentially costly consequences.
We’ve all heard the expression “less is more,” and when it comes to comes to some things, that is absolutely true. When it comes to SEO
efforts, however, local search engine optimization agencies have learned that that is not the case.
If you aren’t familiar with geofencing, it’s time to learn about how this digital marketing strategy can help you. It’s a terrific way to
build brand awareness and boost click-through rates and conversions.
Facebook is an essential sales channel for many SMBs! With Facebook Ads Management, you can create and run eye-catching and engaging ads
that entice the platform’s users to purchase your products or services.
Since almost 60% of all searches are done on mobile devices and these devices come in a range of screen sizes, you need responsive web
design to provide users a great mobile experience with your local business.