Search Engine Marketing

Introduction to Search engine Marketing – Learn about campaigns with Sharp Instincts. Being a Digital Agency in Melbourne, that’s how we do it.

Search engine marketing (SEM) is a form of online marketing based on paid advertisements. It is a method of promoting a website by launching ads on different search engines such as google, bing and AOL. Search Engine Result Page (SERP) contains number advertisements which are created to boost business impressions over internet.

According to Wikipedia, SEM may incorporate SEO, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.

You might have heard of SEO and Pay Per Click (PPC) advertising, but what is Search Engine Marketing (SEM)?

On this page, our expert team at Sharper Instincts breaks it down.

What are the key questions to consider when crafting Search Engine Marketing Strategy?

Conversions - Search Engine Marketing


Impressions, clicks and click through rates are nice, however conversions represent the action that actually matters for your business. At Sharp Instincts, we understand what impacts the conversions & strive to maximise conversions at the lowest cost. This will improve your bottom line and ensure best return on Investment (ROI).

Transparency - Search Engine Marketing


We believe in transparency in everything we do. We will give you full access to the Google Adwords platform so you can track in real time how your campaigns are performing. We support our model of transparency by not forcing any clients into long term contracts.

Best In Class - Search Engine Marketing

Best in Class

Sharp Instincts is a market leader in Google Adwords and operates as a best in class. That means we ensure no wasted spend as well as campaign excellence in setup, monitoring, reporting and improvement.

Marketing Strategy

Developing a good Marketing strategy is a long-term approach and an overall game plan of any business.

Effective Marketing Strategies can grow business faster. At Sharp Instincts, we have experts who can develop a strategy which suits your business.

Continuous Improvement - Search Engine Marketing

Continuous Improvement

If you’re sick of agencies that sets up your campaign and just cashes checks with no care about your business, then you have come to the right place. Sharp Instincts focuses on continuous improvement, identifying opportunities as well as exploring where the best return on investment is for you. We are solution agnostic, all we care about is ensuring you are getting the best value for your money in all your media spend.

Understanding Data

Right understanding of Data can help to grow business.

Understanding data drives Marketing analytics to evaluate the effectiveness of any Marketing campaign and justify the ROI for marketing campaigns. At Sharp Instincts, we dig in deep before developing a campaign.

Do You Know How Search Engine Marketing Work?

How Search Engine Marketing Works

Search Engine Marketing is the process by which a business pays search engines for advertising on relevant keywords. This is known as PPC advertising. So, if your business sells pillows, you might want to have an ad appear whenever someone searches for “Buy new pillows” on Google or Bing. Of course, it’s not that simple, however If you only ship to customers in Melbourne, then you only want to advertise to people in Melbourne. And if there at 20 of your competitors also wanting to advertise to people who are searching for “Buy new pillows”, then the cost of your advertisement is going to skyrocket. Search Engine Marketing is the art of finding the right keywords that people with high purchase intent are searching, creating ads that those people will click, and ensuring the landing page they are directed to is optimised to convert them into a paying customer.

Importance of SEM for your Business

SEM Marketing is important for your business because your competitors are more than likely already using this marketing technique to find customers. The truth is, the new era of digital marketing as made advertising more accessible and more effective than ever before. People are attracted to digital marketing because of the transparency it provides. The success or failure of a campaign can be analysed with just a few key numbers, providing businesses clear insights into what is and is not working.

Some of the important numbers are:

  • SEM Ad Impressions
  • Number of clicks from SEM Ads
  • SEM Ad Cost Per Click
  • Conversion Rate Optimisation (CRO)

Whilst all the numbers are interlinked, the CRO is perhaps the most important as it ultimately tells you how successful your campaign is. CRO measures the percentage of users who perform a desired action (EG: Purchase a product, or fill out a form) on your website. A higher CRO means more leads are converting, whilst a low CRO means people are dropping off the website without completing the desired action.

Role of Search Engine Marketer

SEM experts are vital to this process because they must have a wide range of skillsets. They need to be able to thoroughly analyse and get ahead of the trends in any given industry, whilst also being able to strategize a plan that is going to maximise the value of PPC advertising. To do this, some of their key functions include:

  • Keyword research
  • Copywriting
  • Campaign analysis
  • Campaign optimisation

An SEM Expert will apply rigorous research to understand your target market and the keywords they use when searching for your business’ product or services. They will test a number of different advertising campaigns on those keywords and continuously optimise the campaign with the ultimate goal converting prospective customers into paying customers.

Search Engine Marketing – Frequently Asked Questions (FAQ’s)

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 Search Engine Marketing (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 campaign 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).

Search Engine Marketing refers to marketing your ads online using Google’s paid platform which appear above & below organic search results on their search engine. Search Engine Marketing 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.