A search engine marketing company plays a pivotal role in helping businesses gain visibility and generate leads through search engines. With digital competition intensifying, it’s essential for companies to leverage paid search strategies and other SEM tools to stay relevant and competitive. Whether you’re a small business looking to build brand awareness or a large enterprise aiming to boost conversions, the right SEM partner can drive substantial growth. Below, we’ll outline the fundamental services a search engine marketing company should provide, with practical examples and execution steps for each.
Keyword Research and Strategy Development
Keyword research is the cornerstone of any successful SEM campaign. Without identifying the right keywords, your ads won’t reach the correct audience, resulting in wasted budget and poor performance.
To execute this effectively:
- Use Tools Like Google Keyword Planner, SEMrush, or Ahrefs to identify high-volume, low-competition keywords relevant to your business.
- Group Keywords Based on Intent (e.g., informational vs. transactional). For example, “buy running shoes online” targets buyers, while “best running shoes for beginners” captures researchers.
- Build Campaigns Around Themes—each ad group should focus on one central keyword theme for better relevance and Quality Score.
Example: A local gym might target “personal trainer near me” and “affordable fitness classes” in separate campaigns to drive both membership inquiries and class bookings.
PPC Campaign Management
Pay-per-click (PPC) advertising, especially through Google Ads and Bing Ads, is the engine of most SEM efforts. A top-tier SEM agency should manage all aspects of a PPC campaign.
Execution steps:
- Set Clear Goals—Are you aiming for traffic, conversions, or brand exposure?
- Structure Campaigns Thoughtfully—Organize by product/service type, geography, or user intent.
- Monitor Daily—Adjust bids, pause underperforming keywords, and refine ad copy regularly.
- Conduct A/B Testing for different headlines, descriptions, and CTAs to improve click-through and conversion rates.
Example: An e-commerce brand selling skincare products might run separate campaigns for “anti-aging creams” and “natural face cleansers,” each with tailored copy and landing pages.
Ad Copywriting and Creative Optimization
Compelling ad copy is critical to capturing user attention and persuading clicks. Ad creatives should resonate with the target audience and align with the user’s search intent.
How to execute:
- Write Headlines That Mirror Search Queries—This increases relevance and Quality Score.
- Use Emotional Triggers and Unique Selling Points—Mention offers, guarantees, or product benefits (e.g., “30-Day Free Trial” or “Clinically Proven”).
- Include Strong CTAs—Like “Shop Now,” “Get a Quote,” or “Try Free.”
Example: Instead of “Affordable Laptops,” a better ad might be “Top-Rated Laptops from $299 – Free Shipping Today!”
Landing Page Development and Optimization
A great ad is only as good as the landing page it leads to. Poorly designed pages can lead to high bounce rates and lost conversions.
Steps to implement:
- Ensure Page Relevance—Landing page content must match the ad message and keyword.
- Optimize for Speed and Mobile Use—Use tools like Google PageSpeed Insights.
- Test Layouts and Elements—Experiment with headlines, images, CTA placements, and forms.
Example: A mortgage company running ads for “low-interest home loans” should direct users to a landing page specifically detailing loan rates, eligibility, and a pre-qualification form.
Conversion Tracking and Analytics
Measuring success is key to refining your SEM strategy. Conversion tracking helps determine which campaigns are profitable and where improvements are needed.
Steps to implement:
- Install Tracking Codes—Use Google Tag Manager to implement Google Ads and GA4 tags.
- Define Conversion Actions—This could include form submissions, calls, purchases, or app installs.
- Review Reports Weekly—Check cost-per-conversion, conversion rate, and ROAS (Return on Ad Spend).
Example: A travel agency can track how many users who clicked on an ad for “family vacation packages” ended up booking a trip or requesting a quote.
Remarketing and Audience Targeting
Many users don’t convert on the first visit. Remarketing keeps your brand top of mind and encourages return visits from previous site visitors.
Execution steps:
- Create Custom Audiences—Segment users by behaviors such as “visited product page but didn’t purchase.”
- Design Tailored Ads—Highlight benefits, limited-time offers, or trust-building elements like testimonials.
- Adjust Frequency Caps—Avoid ad fatigue by limiting how often a user sees your ad.
Example: An online course provider might remarket to visitors who viewed the course syllabus but didn’t sign up, offering them a discount in the remarketing ad.
Competitor and Market Analysis
Understanding what competitors are doing provides insights that can help you outperform them. Competitive research is a strategic component often overlooked.
How to implement:
- Use Tools Like SpyFu, iSpionage, or SEMrush to monitor competitor keywords, ad copy, and landing pages.
- Identify Gaps and Opportunities—Target keywords competitors aren’t bidding on, or promote benefits they overlook.
- Benchmark Performance—Compare your CTR, conversion rate, and ad spend to industry averages.
Example: A SaaS tool might notice that a competitor is missing out on high-intent keywords like “best project management software for remote teams”—a clear opportunity to capitalize on.
A skilled SEO marketing agency doesn’t just run ads—it creates holistic, data-driven strategies that drive revenue and growth. From pinpointing the right keywords to optimizing landing pages and tracking results, these fundamental services ensure every dollar spent works harder. When evaluating SEM partners, ensure they offer these capabilities with a clear plan of execution and measurable results.
