What Is Search Engine
Marketing (SEM)?
You know the search engine results you see at the top of Google that say “Sponsored”? That’s search engine marketing.
Search engine marketing (SEM) is a form of digital marketing that promotes websites by increasing their visibility in search engine results pages (SERPs). This is achieved by paid advertising such as Google Ads, also known as pay-per-click (PPC) advertising, where businesses bid on relevant keywords and phrases their potential customers are searching for.
The primary goal of SEM is to attract more visitors to a website and, ultimately, increase the number of conversions or sales. By targeting specific keywords and demographics, SEM allows businesses to reach their target audience more effectively and efficiently.
Search engine marketing solutions involve a range of techniques, including keyword research, ad copywriting, bid management, and landing page optimisation. By continuously monitoring and optimising campaigns, businesses can improve their return on investment (ROI) and maximise their results from SEM. Overall, SEM is a highly effective way to drive traffic, generate leads, and increase revenue for businesses of all sizes.
Why Your Business Needs Search Engine
Marketing Services
Search engine marketing is a critical component of digital marketing that can help businesses increase their online visibility and attract more customers. By using search engine marketing services, you can target potential customers who are actively searching for products or services related to their business.
Search engine marketing solutions include various tactics such as paid search advertising, search engine optimisation (SEO), and social media advertising. Through these tactics, you can improve your search engine rankings, increase website traffic, and generate more leads and conversions.
In today’s digital age, where the majority of consumers conduct research online before making purchasing decisions, having a strong SEM strategy is crucial for the success of any business. Without search engine marketing services, you risk being overshadowed by your competitors and missing out on potential customers.
Benefits of Search Engine Marketing
Services
Fast Visibility
Search engine marketing solutions can provide fast visibility to your business’s website by placing targeted ads on search engine results pages (SERPs). This means that as soon as the ads are launched, they can appear on SERPs and generate clicks to your website. Compared to other forms of marketing, SEM can provide immediate visibility and results.
Improved Traffic
By appearing at the top of search engine results pages, SEM can attract more traffic to a website. The ads are targeted to users actively searching for keywords related to your business, so the traffic generated through SEM is more likely to be relevant and high-quality. This can result in increased engagement with your website, leading to more conversions and sales.
Increased Conversion
SEM can help increase conversion rates by targeting users actively searching for products or services your business offers. This means that the ads are more likely to be seen by users who are already interested in your offerings, resulting in higher click-through rates and more conversions.
Spreads Brand Awareness
By placing ads on SERPs, SEM can help to spread brand awareness and increase visibility for your business. Even if users don’t click on the ads, they will still see your business’s name and message, which can help to build brand recognition and trust over time.
Specific Targeting
SEM allows you to target specific demographics, locations, and interests. This means that the ads are more likely to be seen by users interested in your business’s offerings and more likely to convert. By targeting specific audiences, SEM can help you to reach your ideal customers more effectively.
Create Geo-Targeted Search Ads
With SEM, you can create geographically targeted ads that only appear in specific regions. This is useful for businesses that have a physical presence in a specific area and want to target users in that region.
Email marketing allows you to test different campaigns to see what works best for your audience. By analysing the results, you can refine your approach and optimise your future campaigns, driving stronger results and higher return on investment (ROI).
Greater Campaign Control
SEM allows you to have greater control over your campaigns by allowing you to set specific budgets, bidding strategies, and ad placements. This means you can optimise your campaigns to achieve the best possible results.
Implement and Manage Ads Easily and Quickly
SEM is relatively easy to implement and manage, especially with the help of search engine marketing services. An SEM marketing agency can quickly create and launch ads, monitor their performance, and adjust as needed. This allows businesses to respond quickly to changes in the market, and the agency can optimise the campaigns for the best results.
Our Search Engine Marketing
Solutions Include
Keyword Research and Strategy
This SEM service involves researching and identifying the keywords your potential customers use to search for products or services in your particular industry. A keyword strategy is then developed to optimise website content and PPC campaigns around these keywords, aiming to increase visibility and drive relevant traffic to the website.
Video Advertising
Video advertising creates and promotes video content on platforms like YouTube and social media to reach potential customers. Video advertising can be used to raise brand awareness, promote products or services, and drive traffic to your website.
E-commerce Advertising
This is where you advertise products on e-commerce platforms like Amazon, eBay, or Google Shopping. E-commerce advertising aims to increase product visibility, drive traffic to your e-commerce store, and ultimately increase sales.
Social Media Paid Advertising
This SEM service involves creating and promoting ads on social media platforms like Facebook, Instagram, LinkedIn, and Twitter. Social media advertising can be used to promote products, services, or content, and can be targeted to specific demographics or interests.
Landing Page Conversion
Landing page conversion is the optimising of landing pages on your website to increase conversion rates. By improving a landing page’s design, content, and functionality, visitors are more likely to take the desired action, such as filling out a form or making a purchase.
Paid Search Advertising
This SEM service involves placing ads on search engine results pages (SERPs) using a pay-per-click (PPC) model. Paid search advertising can be highly targeted and allows for precise control over ad spend and targeting.
SEM PPC Management
This is where an SEM marketing agency manages and optimises PPC campaigns to maximise ROI. This includes keyword research, ad copywriting, bid management, and ongoing analysis and testing to improve performance.
Bing and Google Ads Management
This SEM service manages and optimises PPC campaigns specifically on Bing and Google Ads platforms. These platforms are the two most popular for PPC advertising when it comes to SERPs.
Remarketing
Remarketing involves targeting ads to users who have previously visited a website or taken a specific action. Remarketing ads can be highly targeted and effective at driving conversions and increasing brand awareness.
Search Engine Optimisation
This SEM service involves optimising website content and structure to improve organic search engine rankings. SEO aims to increase website visibility, drive relevant traffic, and improve user experience.
Testing and Optimisation
An SEM marketing agency should always provide ongoing testing and optimisation of SEM campaigns to improve performance. This includes A/B testing, multivariate testing, and ongoing analysis to identify areas for improvement.
Analytics and Reporting
An SEM marketing agency will always track and analyse data from SEM campaigns to inform decision-making and improve performance. This includes monitoring metrics such as click-through rates, conversion rates, and cost per acquisition and using this data to optimise campaigns and improve ROI.
Why Should You Choose Us!
We understand that choosing an SEM marketing agency is difficult as there are many factors to consider when choosing a company to handle your search engine marketing needs. Here are a few reasons to choose us as your search engine marketing experts.
Proven track record
At Goodman Lantern, we have a proven track record in SEM. We have helped numerous clients and have delivered the results. You are welcome to take a look at our case studies or ask for additional client testimonials. We will gladly supply them.
Customised strategy
We will create a customised and transparent strategy tailored to your specific needs, goals, and budget.
An expert team
Our team comprises experts in their relevant fields, from content writing to paid media management to creative design. Our focus is on collaboration between team members as well as with you, the client.
Ad platform experience
We have extensive experience managing ads across all major platforms, such as Google Ads, Bing Ads, and all social media advertising platforms.
Analytics and reporting
We will provide regular reports on the performance of your ads and make data-driven recommendations for optimisation.
Communication
At Goodman Lantern, we value communication and will keep you informed about campaign progress, updates, and any changes.
Cost-effectiveness
We offer competitive pricing for our search engine marketing services and will provide clear ROI metrics for your campaigns.
Industries We Serve
Banking & Finance
The banking and financial industry is highly competitive. Search engine marketing solutions can enhance the online visibility of financial institutions and attract potential customers by increasing website traffic and generating more leads. SEM also helps financial institutions to analyse data and adjust their advertising campaigns for better ROI. By creating targeted ad campaigns, financial institutions can build their brand, establish industry leadership, and attract new customers.
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Manufacturing
SEM is beneficial for manufacturing companies with specialised products or services as it enables highly targeted advertising through specific keywords, demographics, and geographic locations. It’s cost-effective, as manufacturers only pay when someone clicks on their ads, enabling them to control their advertising costs. Measurable results allow for tracking success and adjusting campaigns for improved ROI.
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Automotive
To stand out in the highly competitive automotive industry, targeted search engine marketing solutions can help brands reach their desired audience with relevant ads. Automotive dealerships can use SEM to run paid campaigns for special offers, track and analyse them for future campaigns, and use remarketing to target potential buyers who have previously visited their website. This can increase the chances of converting potential buyers into customers.
Learn MoreOur Clients Love Working With Us Because We Believe in Collaboration
At Goodman Lantern we’re all about building long-term, successful relationships with our clients. We take the time to get to know their business AND the people behind the brand. In true collaborative spirit, we do everything we can to tell your story and help your business grow.
“Goodman Lantern has an unparalleled level of skill and talent, coupled with a keen understanding of implementation.”
“Goodman Lantern successfully delivered content on time. The feedback and professionalism have been great. They are very effective.”
“They helped me get on Kickstarter and produce video presentations and outreach videos for our different campaigns. They also did all of our social media work, driving traffic to the Kickstarter campaign and contacting lists of businesses in the pool industry. They helped us run a $45,000 campaign over two months.”
SEM Management Services FAQs
How do you measure the success of SEM?
One of Goodman Lantern’s search engine marketing services is analytics and reporting. We use several metrics to determine the success of an SEM campaign:
- Click-through rate (CTR): CTR measures the number of clicks your ad receives divided by the number of times it's shown.
- Conversion rate: Conversion rate measures the number of conversions (such as a sale, form fill-out, or phone call) divided by the number of clicks on your ad.
- Cost per click (CPC): CPC measures the average amount you pay each time someone clicks on your ad.
- Return on investment (ROI): ROI measures the amount of revenue generated from your ad campaign compared to the cost of running the campaign.
- Quality score: Quality score measures the relevance and quality of your ads, keywords, and landing pages. By tracking and analysing these metrics, we can determine the success of the SEM campaign and make adjustments as needed to optimise the results.
How do you approach ad copy and landing page optimisation to ensure maximum click-through rates and conversions?
There is no one-size-fits-all answer to this question, as the best approach to ad copy and landing page optimisation will vary depending on the specific product or service being advertised, as well as the target audience and the campaign's goals.
However, what makes us search engine marketing experts is that we always follow best practices when creating ad copy and optimising landing pages, which includes, but is not limited to, the following factors:
- Our writers will create clear, concise and compelling copy, focusing on the unique selling proposition of your campaign
- The mailers will be designed to suit the end goal of the campaign including strong CTAs
- We will continually analyse, test and optimise to get the best results.
Do you only offer a complete package with all the SEM services included? Or can I choose specific SEM services for my business?
As a professional SEM marketing agency, our approach is completely flexible. We will discuss your particular needs and only offer the search engine marketing solutions that will benefit your business's needs and goals.
Get in Touch
Our team of experienced SEM consultants can help you develop and implement strategies that will get your business noticed by potential customers. Contact us today to learn more about how we can help take your business to the next level.
Hundreds of Businesses
At our core, we’re a content marketing agency. But we have a bigger ‘why’ that supports what we do.
By choosing Goodman Lantern as your content creation partner, you’re making a pretty big impact too. You’re helping us to act with integrity by providing remote work opportunities to women, many of whom are the breadwinners of their families.
Want to have a bigger impact? Get in touch with us at impact@goodmanlantern.com or learn more.
Contact Us
-
+44 3300270912 (UK) - +1 929 299-3999 (US)
- info@goodmanlantern.com
- 27 Old Gloucester Street, London, WC1N 3AX
- 2235 West 23rd Street, New York
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"The team was approachable and did an excellent job at coordinating with me to keep the project on track." Poonam Singh,
Zoho - Senior Marketing Manager