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Search Engine Marketing (SEM)

Every brand’s goal is to end up on the first page of Google search results. But that doesn’t just happen by itself—or even with content that’s been optimized for search results. Search engine marketing is the strategy that incorporates paid Google ads into a brand’s organic search placement efforts.

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A woman looking at a laptop on a table and a smart phone in her hand. In the bottom right corner is an example of an SEM ad for an optometrist near her.

The Benefits of Search Engine Marketing

Search engine marketing, or SEM, leverages paid Google advertising to put your brand’s name and offering at the top of search results. Consumers like it because Google ads are non-intrusive and are targeted to their queries.
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Advertisers value SEM because a Google ad puts their brand at the top of the search results, thus helping to deliver the customers they want and need in a cost-effective manner. These ads are pay-per-click, meaning that advertisers only pay for the ad when someone clicks on it.

63%

of internet users will click on a paid Google ad.

65%

of B2B buyers research potential purchases online.

75%

of users say that paid search ads help them easily find the information they need on a search engine.

86%

of consumers rely on search engines to find local businesses.

Frequence Offers the Best Search Engine Marketing Solutions

Frequence can put your brand’s message at the top of your target audience’s search results. We offer:

Expertly Written Ads

Precise, keyword-based ad copy structured with Google’s best practices.

Cost-effective Strategies

Strategies that maximize your local advertising budgets.

Icons depicting a smart phone, tablet, and desktop computer.

Optimized Campaigns

Campaigns optimized for geography, devices, and relevant traffic.

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Search Engine Marketing FAQs

What’s the difference between SEO and SEM?

SEO and SEM are often used interchangeably, but there is a difference between the two. SEO, or search engine optimization, refers to the practices necessary to get webpages to rank organically. SEM’s focus is on paid search advertising.

Is social media marketing (SMM) the same as SEM?

Social media marketing refers to marketing and advertising on social media platforms—Twitter, Facebook, LinkedIn, etc. SEM refers to marketing and advertising on search engines, chiefly Google.

Why do businesses invest in SEM?

We touched on this above, but here are some concrete benefits of search engine marketing:
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Qualified leads. SEM is a great way to capture the leads who are actively searching and ready to take action—in other words, leads who are at the bottom of the purchase funnel.
Precision targeting. By incorporating keywords that potential customers are searching for, paid Google ads directly address those customers’ questions and interests. Google ads can also be geographically targeted as well. The combination of keywords and geography is especially impactful for local businesses.
SEM can produce results quickly. Once Google ads are launched, that business can appear immediately in the search results. Organic rankings can take weeks—and of course, those coveted first-page results may never happen at all.

What metrics are used to measure SEM effectiveness?

Frequence’s analytics dashboard provides 24/7 insight into paid search ad campaign performance. The Frequence platform tracks the following:

Ad impressions
Clicks/click-thru-rate (CTR)
Keyword performance
Devices the ads are viewed on
City/region-level geography
Phone calls resulting from the ad

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Ready to learn more about how Frequence can set your team up for success? Fill out the form and we’ll get in touch to schedule a demo.

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