SEARCH ENGINE MARKETING & PPC
Digital marketing is a marathon, not a sprint
We get it. You didn’t think marketing on the internet would be hard to do. You thought internet marketing would be cheap. You thought you could start a marketing campaign and get serious traction immediately. But digital marketing is a marathon, not a sprint — and the more time you put into it, the more you get out of it. But don’t worry. Through search engine marketing (SEM), you can get your digital marketing where you want it to be. There’s also a tactic you can use right now to drive results: pay-per-click (PPC) marketing.
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What are the Two Main Types of SEM?
There are two main types of Search Engine Marketing (SEM):
1. Search Engine Optimization (SEO)
2. Pay-Per-Click (PPC) marketing
With search engine optimization services, the goal is to optimize your website to drive organic traffic through organic search results; your site appears on search engine results pages and gains click through organic, unpaid tactics.
PPC marketing uses paid search methods to generate clicks to your website. It’s a way to zero in on prospects ready to buy and take the next step in the sales cycle. With PPC marketing, advertisers pay a fee when there is an impression or click on an ad for their business. It can be expensive, but it drives high-quality traffic into bottom-of-the-funnel traffic that is closest to making a buying decision.
HOW IT WORKS
What is Search Engine Marketing?
It’s a key element of a well-rounded digital marketing strategy. SEM involves paying for ads to appear on search engine result pages. You purchase ads that appear on search engine pages when users type in certain search terms.
Search engine marketing enables businesses to pay for their services and products to appear as results on search engine result pages thus increasing prospective customers. It allows the business to market themselves and increase their online presence so that when a user searches for certain terms or phrases, the business’s ad will appear on the page along with the results.
While SEO often falls under the broader umbrella of SEM, the biggest difference between the two is that SEO relies on organic search while SEM usually refers to paid advertising. SEM is also a bit faster to demonstrate a true return on investment for your efforts.
WHAT MAKES GOOGLE ADS CAMPAIGN DIFFERENT
Zero in on People Ready to Buy
RedShift’s Google Ads campaign management services using PPC marketing will have you up and running on Google AdWords and drive traffic to a landing page designed for your specific campaign within a few weeks.
At RedShift, we manage various types of PPC advertising campaigns, including social media marketing through Facebook and Instagram ads. We also use Google Display Network as our go-to SEM approach for driving brand awareness, helping you reach people with targeted display ads on websites, YouTube video, their Gmail account, or while they’re using mobile devices and apps.
What makes a Google Ads campaign different is that we can zero in on prospects who are further along in their buyer’s journey and are looking specifically for a business, service, or product like yours. It’s perfect for people lower in the funnel who are closer to making a purchase.
For example, let’s say you own a store in Pittsburgh that sells blue jeans. Instead of targeting those who just like blue jeans, as we would for a social media advertisement, Google Ads allows us to target people searching Google specifically for terms such as “where to buy blue jeans in Pittsburgh.” Those searching Google for these very specific keywords are ready to buy right now, and Google Ads is the best way to reach them when they’re in the moment.
HOW WE DO GOOGLE ADS
When you partner with us to take on your search engine marketing and PPC management, we first go through a discovery process to understand your business, your industry’s competitive landscape, and your prospects. Then we put the whole thing together. We craft your offer, design your landing page, and set up a follow-up email sequence.
We don’t just send your search engine marketing and PPC traffic to your home page or a random page on your website that marketing strategy isn’t effective.
We want to drive conversions and ROI for you, so we use targeted search engine marketing and PPC campaigns with dedicated landing pages and follow-up email sequences to help turn your prospects into paying customers, letting you see actual results.
Once the offer phase is wrapped up, we take a hard look at your prospects and how they search for your products or services online. Where were they before getting to your site? Where are they going once they’re on your site? What questions do they have, and what are they looking for online as their solution?
Armed with this information, we build out your search engine marketing and PPC campaign. We handle everything from targeting specific geographies, writing your ad copy, deciding on your bidding and placement strategy, using ad extensions, mapping out ad groups, using negative keywords, and setting up your conversion tracking.
Finally, we launch your search engine marketing and PPC campaign and monitor your campaign activity. We monitor data and accounts daily and adjust as needed as we gather more and more information from the campaign in progress.
After launch, we will continue providing weekly updates to you and your team and have conversations to see how the campaign impacts the business. We also offer remarketing, getting your targeted ads in front of people who have already visited your site, and hopefully closing a sale with buyers who were undecided the first time around.
Let our strategies and resources help you. We want your products on the first page of Google. We want your business to show up in the top search results. Our high-quality Search Engine Marketing services can help your business to see long-term results.
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TIME TO SHIFT?
Let our strategies and resources help you.
Our SEM services can help your business see long-term results.