Search Engine Marketing Strategies: How to Drive Traffic with Paid Ads
Table of Contents
Did you know that you could place your business in front of customers searching for products and services? It’s called search engine marketing or, in short, SEM. Not only can it deliver immediate visibility but also high-intent traffic and brand credibility.
If you want to learn about the incredible search engine marketing power and how to get results like driving traffic - stick around. This piece helps you understand what is search engine marketing by going back to the basics. What does that mean? Think about going to your first-ever digital marketing class. This means that you don’t have to be able to talk marketing or know any technical jargon to apply these strategies to your business.
SEM marketing is a digital marketing strategy that increases a website or page’s visibility through paid advertising. So, how does this work? It’s simple: choose a paid search platform like Google Ads and Bing Ads. Once you have an account, select the keywords you want to target, and the bidding starts. SEM works on an auction system, so this means that advertisers need to bid on keywords that are relevant to their business. A fitness store might target phrases like “best running shoes”, or “gym equipment near me”.
But just because you offer the highest bid doesn’t mean that you win automatically. Search engines use a Quality score to determine who will provide the user with the best experience. The deciding factors include ad relevance, expected click-through rate (CTR), and landing page experience. Even though this isn’t search engine optimization (SEO), the focus is and will always be providing users with relevant and quality pieces – something that’s actually worth their time. So, this means if another store bids slightly lower but their Quality score is higher, their ad could appear above yours.
Once your ad is live, you’ll only pay when someone clicks on it. That’s why it’s called pay-per-click (PPC)! The goal is to guide users to your landing page and convert them into customers. It can mean making a purchase, signing up for a newsletter, or filling out a contact form.
Search Engine Marketing Strategies
When it comes to SEM, success isn’t just about bidding on keywords – it’s about using the right strategies to maximize your budget and drive high-quality traffic. The best paid search engine marketing advice? You should combine strategies like choosing the right keywords, creating great copy, bidding, using search engine marketing intelligence, etc.
Here’s an overview of these different search engine marketing strategies:
1. Keyword Research
The most important and first step is choosing the right keywords. Why? It ensures that your ads appear in front of the right audience – people already searching for these products or services. But how do you find the best keywords, and what makes them better than the rest?
Well, keyword research involves looking for terms and phrases that a specific target audience is using on search engines. This includes short-tail keywords (broad terms like “running shoes”), long-tail keywords (more specific like “best running shoes for women”), branded keywords (your company products or name), and competitor keywords (terms your competitors are using).
The best way to start is by using tools like SEMrush, Google Keyword Planner, and Ahrefs and look for keywords based on three things. They are search volume, competition, and cost-per-click (CPC). But make sure that you can focus on high-intent keywords. These terms indicate that users are ready to take action.
Examples include:
- “buy”
- “near me”
- “best deal on..”
2. High-Quality Ad Copy and Landing Pages
Both ad copy and landing pages are critical elements. They determine whether your campaign is successful (or not…). This means that the best keywords could leave you with low engagement and wasted money. How do you avoid that?
Write High-Quality Ad Copy
- Be relevant: If users are searching for “best running shoes” the ad should clearly mention it and not just general footwear.
- Highlight benefits: If there is something that sets your brand apart, then use it! For example, free shipping, discounts, etc. It needs to be visible.
- Have a clear call-to-action (CTA): This is about encouraging users to take the next step, whether it’s to shop, learn more, or get a free quote.
Optimize Landing Pages
- Match the ad’s message: Make sure that the offer or product featured in your ad is clearly visible on the landing page.
- Simplify navigation: Make the process easier for users by having clear CTA’s with links to the right pages. For example, “Buy Now” linking to the product you are selling.
Focus on fast loading times: Optimize pages by compressing images, reduce the number of elements, choose a fast hosting provider, etc.
3. Bidding
This is a crucial part of search engine marketing as it determines how much you pay per click and even where your ad appears in search results. So, when you set up an SEM campaign, you can choose from a few different strategies, like manual CPC, enhanced CPC, maximize clicks, target CPA, and target ROAS.
Here’s what they actually mean:
- Manual CPC (Cost-Per-Click): This option gives you full control over costs as you set individual bids for each keyword.
- Enhanced CPC (ECPC): Google adjusts the bids based on the likelihood of conversion.
- Maximize Clicks: This works very similarly to the enhanced CPC method. But instead of adjusting bids on the likelihood of conversion, this option does so within your budget. It allows you to get the most clicks without spending a fortune.
- Target CPA (Cost-Per-Acquisition): You set a target amount of what you are willing to pay for conversions. Then, Google tries to get as many as possible at that cost.
- Target ROAS (Return on Ad Spend): Bids are automatically adjusted to maximize the revenue you earn compared to what you spend on ads. This means that if you set a target ROAS of 400%, Google Ads will try to generate $4 for every $1 you spend.
The best one to start with is the first option, manual CPC. Why? It provides control and allows you to test before switching to automated bidding. Over time, you’ll get an idea of which bids lead to better outcomes. This is especially true when adjusting bids for specific devices, locations, and times of the day.
4. Search Engine Marketing Intelligence
This refers to the process of gathering, analyzing, and using data to improve search engine marketing (SEM) strategies. It’s about not relying on guesswork but actual data, which significantly increases results. The tools help marketers better understand market trends, customer behavior, and competitor strategies. Think of these findings as the information you need to make an informed decision!
If you want real results, you have to use it to your advantage. How? Start by analyzing what competitors are doing by using tools like Google Ads Auction Insights, SEMrush, or SpyFu. They show you what kind of ads they are running, which keywords they are bidding on, and even how often they appear in search results. This tells you two things: if there are any gaps or how you can refine your own strategy.
To align your campaigns with what people are searching for, start tracking search trains as well as customer behaviour. Google Trends and Keyword Planner are great tools for this step. Here, you’ll see seasonal trends, rising keywords, and shifts in audience interest.
5. A/B Testing
What is it, and what is it used for? This is how you can potentially double your conversion [Optimizely]. A/B testing is about experimenting with elements like a different headline, a new CTA, or different images. You’ll run two versions of an ad and see which one performs better. But don’t make the same mistakes that marketers often make, which is testing the wrong things and changing too much at once. To get real insights, test one variable at a time.
For example:
- Headlines
- Call-to-Action (CTA)
- Ad copy
- Landing page layout
- Images and visuals
- Display URLs
- Keywords and match types
- Bidding strategies
- Ad extensions
- Audience targeting settings
- Mobile vs. desktop performance
- Time of day or day of the week scheduling
6. Audience Segmentation
Not everyone likes the same things, right? Especially when they are of different ages, from different backgrounds, and so on. This is why you need to divide your audience into different categories. They are demographics, interests, behaviors, and even location. It ensures that your ads resonate with the right people at the right time, which boosts both engagement and conversions. You can use Google Ads or Facebook ads to create and refine your audience segments.
7. Retargeting
Sometimes, people just don’t take action. But that doesn’t mean you should give up on them. It simply means you need to retarget those who didn’t convert. When you show them tailored ads after leaving your site, you remind them of your offering and keep your brand at the forefront of their minds. This encourages them to return and take that next step!
For example, if someone adds something to their cart but never buys the item, you could show them a tailored ad featuring those exact items and even offer a discount.
8. Tracking, Analytics and Continuous Optimization
They say that the best SEM marketers never stop testing because user behavior changes, competition shifts, and what worked last year might not work today [BenchmarkONE]. This is where this last step comes in. The work never actually stops! You have to monitor and analyze campaigns constantly. With that data, adjust them, and don’t forget to work in some trending topics. It not only helps you stay relevant but increases visibility, too.
The Best Search Engine Marketing Company
There are so many different search engine marketing services. But quantity has never gotten business quality. So, where do you start your search? And even more importantly, how do you choose the right partner to help you achieve your SEM goals?
The first and at the top of the list is finding a team that understands how search engine marketing works and that also values personalized services. That’s where MotherTyper comes in and stands out in the crowd. We have years of experience crafting tailored SEM strategies that drive results for businesses of all sizes. With the latest tools and insights, we create campaigns that truly resonate with your target audience – staying ahead of trends instead of just following them.
| Basic SEO Packages | Standard SEO Packages | Premium Packages | Custom SEO Packages |
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MotherTyper's Current Special
R20500R17999.00/ Monthly
Special
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Conclusion: What Search Engine Digital Marketing is About
While search engine marketing doesn’t guarantee the #1 spot, it improves your visibility, which is crucial for staying in the game. But the real question is how do you do it and actually make a success? Finding high-intent keywords like “buy”, “near” me, and so on, writing great ad copy and optimizing your landing pages, choosing a bidding method, using SEM intelligence, testing different ads, separating your audience into different categories, and targeting them accordingly, re-targeting if it doesn’t work. Last but certainly not least, keep track of your performance and refine your strategy.
Want to take your ads to a whole new level? MotherTyper can help. If you are curious about our services, have any questions, or would like us to be your new marketing team – just fill out this form!
1. What is Search Engine Marketing (SEM)?
Search Engine Marketing (SEM) is a digital marketing strategy that promotes websites through paid advertisements on search engines like Google and Bing. It helps businesses gain immediate visibility and drive targeted traffic.
2. How is SEM different from SEO?
SEM focuses on paid advertising to gain visibility on search engines, whereas SEO (Search Engine Optimization) involves optimizing content organically to rank higher in search results without paying for ads.
3. How does SEM work?
SEM works through a pay-per-click (PPC) model, where businesses bid on keywords. When users search for those keywords, the ads appear in search results, and advertisers only pay when someone clicks on the ad.
4. Why is SEM important for businesses?
SEM provides instant visibility, attracts high-intent traffic, and helps businesses appear in front of customers who are actively searching for their products or services.
5. How do I choose the right keywords for SEM?
Use tools like Google Keyword Planner, SEMrush, and Ahrefs to find keywords based on search volume, competition, and cost-per-click (CPC). Focus on high-intent keywords like “buy,” “near me,” and “best deal on…” to attract customers ready to take action.
6. What is SEM intelligence, and why is it important?
SEM intelligence involves gathering and analyzing data (like competitor strategies and market trends) to refine ad campaigns. Tools like Google Ads Auction Insights, SEMrush, and SpyFu help improve performance.
7. How does audience segmentation improve SEM campaigns?
Finding the top ranked SEO packages Johannesburg involves research, comparison, and an understanding of your business needs. Start by entering the search term in Google and scanning through the websites that rank well on search engine results pages (SERPs).
Next, look for companies that offer SEO essentials like keyword research, on-page and off-page optimization, technical SEO, content creation, and link building. Determine whether they are the right fit by comparing their packages to your goals. MotherTyper offers packages that meet the needs of businesses of all sizes, whether you want to build an online presence or dominate search engine rankings.
8. How do I track and optimize SEM performance?
Use Google Ads, Google Analytics, and SEM tools to monitor key metrics like CTR (click-through rate), CPC (cost-per-click), conversion rate, and ROI. Regularly update bids, keywords, and ad copy to improve results.
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Pia Vosloo
CEO | Founder of MotherTyper
