Search Engine Marketing

Search marketing strategy centres on how you want your website to appear across search engines through both paid (SEM) and organic (SEO) activity. Crafting the correct search marketing strategy should be tied in to your business performance which act as the guiding principle for this digital strategy.

The benefits of SEM are numerous however these include the ability to turn on and turf off lead generation, highly targeted campaigns and cost effective ROI.

The CTR difference between SEO & SEM varies quite significantly by industry. On average SEM CTR’s hover around 1% whereas SEO if working effectively can be 3%.

The main components of SEM includes the campaign type, campaign structure, keywords, ad type, match type and ad copy.

Sharp Instincts is a Google Ads certified partner who understand how to effectively run campaigns, lower you Cost Per Acquisition and efficiently manage your campaign to deliver ROI.

Smart Campaigns are setup to utilise Google Ads artificial intelligence to craft messaging and ad types. If you are looking to run a smart SEM campaign in Australia reach out to us here at Sharp Instincts and we can help run smart campaigns for you.

The key metrics to run a profitable SEM advertisement campaign including Cost Per Acquisition (CPA), Cost Per Click (CPC) & Lifetime Value of Customer (LVC).

Conversion Rate Optimisation (CRI) can help improve successful ad campaigns by focusing on getting the most out of the traffic that is coming to the site. Ensuring we are landing on the correct pages with the best ad copy and targeting will help achieve better results and lower our Cost Per Acquisition.

CPC (Cost Per Click) & PPC (Pay Per Cilck) are two different terms that mean the same thing. Both terms refer to the expected cost of a click when bidding for SEM.

Smart bidding uses Google’s AI (machine learning) in an attempt to optimise conversions or conversion value for every single auction (this is also known as auction-time bidding).

SEM refers to marketing your ads online using Google’s paid platform which appear above & below organic search results on their search engine. SEM in the current landscape includes all types of ads including search ads, display ads, remarketing ads, shopping ads, video ads, app ads, smart ads, locals ads and discovery ads.

The main difference is that SEM is a paid strategy, whereas SEO trying to win organically (non paid activity). With SEM, you are paying to showcase your business when a user searches particular search terms. For example you are a plumber and you bid on the word hot water installation. With SEO, you are trying to provide solutions to users search queries through on-page content and relevant products. For example you write a blog about how to install a hot water system safely.

Search engine marketing is important to accelerate business growth to get instant lead or sales. Through paid advertising activities, you can promote your business’s website by optimising ads and placing ads. This marketing strategy is usually based on a pay-per-click model.

The main benefit of SEM is that you can control your budget based on the design of the marketing tactics you wish to use. By carefully designing the ads and the keywords required to find your business, you can engage better with your target market and only pay for marketing if they click on your ad.

To find the best Pay Per Click agency, you will want to understand who they have helped and how they can achieve your growth milestones. Choose a digital marketing specialist with knowledge, experience and flexibility in PPC.

PPC is Pay Per Click. This is a form of SEM where you only pay marketing spend when a user clicks on your ad that has been featured in SERP.

There is no clear linkage between running PPC and SEO rankings. The best chance you have to is to optimise your website experience so that you can best perform for both PPC & SEO.

PPC or Pay Per Click is a marketing approach. Cost Per a Click (CPC) is a metric used to evaluate the cost you will pay when a user clicks on a keyword that you have bid on. The CPC for a SEM activity will change depending on your industry and target market. You can use the Google Keyword Tool or consult with an expert to ensure you have selected the right approach.