What Is SEM?
Search engine marketing is a form of paid search advertising that promotes your content at the very top of search engine results pages (SERPs) based on the relevant keyword. The publisher of the paid ad, such as a Google ad, pays a fee every time a user clicks on the search result, which means SEM is a type of pay-per-click (PPC), or cost-per-click (CPC) advertising. Conducting extensive keyword research will increase the success rate of clicks through your SEM.
Promotion for Local Services
More than 46% of all searches have local intent. For local services such as plumbing, landscaping and event planning, listing near the top of results could make the difference between business going to them or to a competitor.
Google offers Local Service Ads that local-services businesses can use to rank higher in search results. Unlike paid search, publishers pay for lead generation, not for clicks. Leads count as phone calls, messages or bookings made through the ad.
Local Service Ads
Service-based businesses that sign up for Local Service Ads determine a weekly budget for their ads in advance.
Unlike PPC marketing services, publishers pay per lead, which is a phone call or message. Cost per lead varies based on the type of job and the local market. There is no bidding process. Instead, Google automatically determines which ads to post based on the following factors:
- Proximity to the searcher’s location.
- Business hours.
- Number of reviews and the score of those reviews.
- Responsiveness to customer inquiries and requests.
- Any complaints about the business.
Partnering with a specialized digital marketing team can provide the best search engine marketing service to your business – with the highest chance of success.
SEO vs SEM
The main difference between search engine optimization (SEO) and SEM is that the former is unpaid.
Search engine optimization relies on organic, unpaid content to improve site visibility. This might include on-page optimization with technical SEO and website copy optimized to rank for a specific keyword. It could also rely on off-page optimization through social media marketing, email marketing, backlink strategies and other off-site tactics.
Without strong SEO and keyword research, SEM can end up costing more money. This is because of the important role that Quality Score plays in determining CPC.
Optimizing your website or landing page to rank for certain keywords is therefore important for tempering the cost of PPC strategies.
The main difference between
search engine optimization
(SEO) and SEM is that the
former is unpaid.
Why Brafton for SEM?
As a full-service digital marketing agency, Brafton can take the reins on your SEM campaign management. An expert SEM agency gets you connected quickly and directly with your target audience. Our PPC strategists can help you through every phase of the SEM process.
- Setting goals for what you want to achieve through your paid campaign.
- Strategizing how to best use that spend.
- Setting up SEM campaigns.
- Making recommendations for how to lower CPC while improving impressions; for instance, by optimizing your ad’s landing page and improving your local SEO.
- Crafting short-form ad copy that can improve CTR.
- Measuring KPIs such as impressions, CTR, bounce rate, conversions and other metrics.
- Adjusting the strategy based on findings.
We utilize our wide scope of digital marketing services, including content creation, video and social media to increase CTRs even further, leading to maximum traffic and conversions on your website.
We’ll make sure you get what you pay for, and then some.
Not in the US?
Check our international SEM services: