Ensure 100% of Your Digital Spend Gets Real Results
With over a decade working in online marketing and SEM, I’ve seen firsthand how businesses waste large percentages of their ad spend online. Clients often come to Freshwater after spending big budgets on digital ads. They hoped for a flood of new customers but got barely a trickle of leads. It’s like throwing a fancy party, and no one shows up. They were promised amazing results but were left feeling disappointed and frustrated. I want to help your business avoid this cycle and help you get the best results from the budgets you’re spending online.
What is SEM and Why Does it Matter?
Search Engine Marketing (SEM) is about how your business is found and shown online. It combines two powerful aspects:
- SEO (Search Engine Optimization): This helps your website appear higher in regular search results by providing a great site experience and offering valuable content to your target audience.
- PPC (Pay-Per-Click) Ads: These are paid placements, or ads, that appear in specific areas, above, or below organic listings, in search results pages and they show up when people search for specific terms in a search engine (Google or Bing for example).
PPC ads are like an immediate spotlight for your business. When executed correctly, they put your business right at the top of search results, in front of people who are actively looking for your products or services. But just setting a budget and turning on ads isn’t enough. To perform well, ads require detailed upfront planning.
How We Make Google Ads Work for You
As an agency specializing in SEM and PPC, here’s how we make it work for our clients:
- Understanding Your Audience: We start by getting to know who you’re trying to reach. What are their interests? What problems are they trying to solve?
- Finding the Right Keywords: We use Google Keyword Planner to find the words people type into Google. We look for both common keywords and those valuable “long-tail” phrases.
- Creating Ads That Get Clicks: We write eye-catching ad copy that makes people want to learn more.
- Monitoring and Optimizing: We optimize your ads, adjusting keywords and bids to maximize your results.
- Beyond Paid Ads: The Power of SEO: Good SEO works hand-in-hand with paid ads. We ensure your website and blog posts are optimized to rank well in search results.
- Staying Ahead of the Curve: We keep up with the latest trends, like voice search, to ensure your campaigns are always effective.
- Using All the Tools: We use every tool, including display ads, to get the best possible results for our clients.
Now, I will walk you through the steps we follow to drive targeted traffic and get you the best return on your investment (ROI). I’ll cover everything from knowing your audience to staying on top of the latest trends.
Understand Your Target Audience: The Foundation of Success
First, you need to know who you’re talking to. If you’re selling winter boots and targeting someone living in Florida, you’ll have a hard time. The best way to start is to create detailed audience profiles by asking questions like:
- Who are they?
- What’s their age, location, job title, and interests?
- What are their interests?
- What problems are they trying to solve?
- Where do they spend their time online?
We utilize tools like Google Keyword Planner, SEMrush, and MOZ to identify what people in your target audience are searching for. We also analyze website analytics to understand who is already visiting your site, where they’re coming from and when they’re coming. To create a comprehensive view target audience behaviours we can also audit social media conversations and conduct customer surveys.
Once we identify who they are, we categorize them into segments. These categories allow us to create ads that specifically address their needs. We customize ad copy and landing pages based on these insights.
Keyword Research and Search Behaviour
Keywords bridge potential customers to your business. They’re the words people type into Google, triggering your ads to show. Researching and managing these with a critical eye is essential.
When researching keywords for businesses, we look at:
- Broad keywords: General terms like “CRM.”
- Phrase keywords: More specific phrases like “CRM for tech startups.”
- Exact keywords: Concrete terms like “[free CRM platform for healthcare startups].”
- Long-tail keywords: Longer, more detailed phrases like “best free CRM for healthcare startups PIPEDA HIPPA compliant.”
Long-tail keywords are gold! They often indicate a higher purchase intent. Using negative keywords, we work to filter out search terms that aren’t relevant to your business. And we always keep an eye on what your competitors are doing.
Crafting Compelling Ad Copy and Landing Pages
Your ad copy is your first impression. It needs to grab attention and make people want to click.
We use relevant keywords, highlight your unique selling propositions (USPs), and create strong calls to action (CTAs). Think “Buy Now,” “Get a Free Quote,” or “Register Today.”
Your landing page must also be effective. It must relate to the ad, work on mobile, and have concise messaging. Easy-to-use forms and A/B testing for ongoing optimization are essential. And don’t forget ad extensions! Sitelinks, callouts, and structured snippets help your ads stand out.
Optimizing Your PPC Campaigns for Maximum ROI
With target audiences and keyword strategy in place, the real work begins. We set campaign goals and KPIs (key performance indicators) like conversion rates and cost per acquisition (CPA) and implement conversion tracking to see what’s working. With bid management strategies, both manual and automated, and understanding different bidding models like CPC (cost per click) and CPA (cost per acquisition), we ensure all campaigns.
A/B testing is crucial. We test different ad variations and landing pages to see what performs best. We monitor and analyze campaign performance regularly, providing recommendations and reports that identify areas for improvement. Quality Score optimization, location targeting, device targeting, and schedule targeting are all part of the process.
Retargeting and Remarketing Strategies
Not everyone buys on the first visit. That’s where retargeting comes in. We show ads to people who have visited your website or interacted with your business.
We use different types of retargeting, like website visitors and email lists. We create targeted retargeting ads and utilize Google Ads remarketing lists for search ads (RLSA).
Measuring and Analyzing Results
Data is king. We track key metrics like CTR (click-through rate), conversion rate, CPA, and ROI. We interpret findings and make data-driven decisions using Google Analytics and Google Ads. Regular performance reports and attribution modeling help us understand the customer journey.
Staying Ahead with Trends and Best Practices
The world of SEM is constantly changing. Our team stays on top of the latest trends, like ad automation, the impact of AI and machine learning, the growing prevalence of voice search, and the importance of mobile-first optimization. We review and adapt to privacy changes and emphasize continual learning and testing.
Putting It All Together
SEM isn’t a magic bullet. It requires a data-driven, nimble approach. But when done right, it is a game-changer for our clients.
Remember:
- Know your audience.
- Do your keyword research.
- Craft compelling ads and landing pages.
- Measure and analyze your results.
- Optimize your campaigns to continually improve.
- And most importantly, don’t be afraid to experiment.
Contact us if you’re ready to take your SEM to the next level. We can help you create a strategy that ensures 100% of your budget works to drive real results.