Search Engine Marketing

Search Engine Marketing in Colorado Springs and Beyond

Search Engine Marketing (SEM) is a form of Internet marketing that promotes websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.

SEM may use Search Engine Optimization (SEO) that fine-tunes website content to achieve a higher Google ranking in SERPs, or use pay-per-click listings to increase the number of page views for a website. Search Engine Marketing is a quick and efficient way to get your business listed at the top of the Google search or any other search engine that may be used. SEM operates by bidding on keywords associated with a specific business. These keywords are a commodity – the higher the bid, the more frequently that website will show up in the pay-per-click section of the search result. According to SocialMediaToday, 72 percent of marketers are spending more on social ads in 2018 and 60 percent of marketers are spending more on text ads and mobile ads in 2018.


Understanding PPC and SEM

What is important to know about SEM is Google is now operating from a “Quality Score” platform. This score is a combination of SEO, SEM, and SMM (Social Media Marketing), and is comprised of website copy content, the relevancy of the website, and the overall involvement the business has with the website, blogs, Facebook, and YouTube. Approximately 30% of all clicks on a Google search start with the pay-per-click. That means approximately 70% of all clicks on a search start from the organic section of the search engine.
The Quality Score is important because it allows the advertiser (that’s you) to pay less money per click while achieving more engagement with the site. It used to be that the more an advertiser paid, the higher they ranked on the pay-per-click listings. With the Quality Score, paying top dollar is no longer the rule of winning clicks and page views. The game has changed. The higher the website’s Quality Score, the less the advertiser pays for the keywords they are buying for their SEM. No longer can an advertiser buy up words to obtain the number one listing with the best bid. Quality Score matters.

At Newell Ledbetter Advertising we understand the importance of Quality Score and know how to play the game for our clients, keeping their costs as low as possible while utilizing this effective marketing and advertising portal.

Contact NLA Media today for a complimentary consultation and let us put together a plan for your continued success.

SEM (Pay-Per-Click) FAQs

What is Pay-Per-Click (PPC) Marketing?

PPC marketing is an online advertising model where advertisers pay a fee each time their ad is clicked by a user. It’s a way to buy visits to your website rather than earning them organically through SEO (Search Engine Optimization).

There are several popular PPC advertising platforms, including Google Ads, Microsoft Advertising (formerly Bing Ads). The choice of platform depends on your target audience and goals.

Determine your budget based on your business goals, competition, and the cost per click (CPC) for your chosen keywords. Start with a modest budget and adjust as you gather data and refine your strategy.

Keywords are specific words or phrases that trigger your ads to display when users search for them. Effective keyword research is crucial in PPC marketing, as it helps you target the right audience. You bid on keywords, and the highest bidder’s ads are more likely to be shown.

To optimize your PPC campaign, focus on improving ad copy, targeting relevant keywords, refining your landing pages, monitoring performance metrics (click-through rate, conversion rate, quality score), and adjusting your bids and budget accordingly.

Quality Score is a metric used by platforms like Google Ads to measure the quality and relevance of your ads, keywords, and landing pages. A higher Quality Score can lead to lower costs per click and better ad positioning, ultimately improving the efficiency of your PPC campaign.

CTR is the ratio of clicks your ad receives to the number of times it’s shown. A higher CTR indicates that your ad is relevant to users, which can lead to better ad positions and lower CPC. It’s a critical metric for assessing ad performance.

You can track the success of your PPC campaigns through various metrics like conversions, click-through rate, return on ad spend (ROAS), and conversion rate. Use tools like Google Analytics, conversion tracking pixels, and platform-specific reporting to analyze and refine your campaigns.

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