The significance of appearing in Google’s search results cannot be emphasised. Not in world where 5.6 billion queries are conducted every day.

For this reason, search engine marketing is essential for your company.

GrowSkills Infographic guide Other Search Engines

SEM: What Is It?

SEM, or Search Engine Marketing, is online advertising that makes use of search engines to increase website traffic.

To make sure that your company’s goods or services are visible in the SERPs, many of them will use search engine marketing. SEM makes it possible for your company to show up as a result for a search query when a user searches a particular term or key phrase.

Building A Strategy

SEM strategy essentially entails optimising paid search ads with certain objectives in mind. Those within the company managing all marketing tactics need to understand the fundamentals of Google Ads in order to effectively use PPC keywords.

Having a solid understanding of how paid advertising platforms operate means that you can control many factors. Including keywords, budget, and text. All of which can have an impact on performance.

The first step in creating a cohesive SEM strategy is selecting the keywords you want to target and how you want to target them – SEO, PPC, or both.

Really, it all comes down to:

  • Selecting the ad type and objectives for every keyword.
  • Possessing effective ad composition.
  • Picking the keyword themes that are the most pertinent.
  • Choosing a budget.
  • Knowing how the Google Ad auction works.

Google Ad Auction System

Every time a user conducts a search or visits a website that employs Google Ads, Google uses its own Ad auction system to choose which advertisements should be shown.

Three main areas will affect how the ad auction determines your ad:

  • Your bid,
  • Ad quality, and
  • Expected impact.

Each ad you post needs to have a maximum bid set for how much you’re willing to spend for every click. And with every ad you set up, Google will determine its usefulness and relevance with a Quality Score. The higher the quality, the higher chance of your advertisement showing.

Any additional information you include on your advertisement, like a company email, phone number, or other internal links are assessed by Google. Estimations are done by this search giant to get a rough idea of the expected impact your ad’s will have. If performance impact is highly likely, then so is the chance of your ad being shown.

Facts To Remember

Nearly 93% of website traffic comes from search engines.

Businesses who incorporate organic SEO and PPC ads into their digital marketing plan find a 25% boost in clicks and a 27% rise in profitability.

Google dominates global PC and mobile phone searches, with respective shares of 76% and 86%.

Reach Out to Us

Want more information or suggestions for your search engine marketing strategy? Let us know!

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