Really Useful Search Engine Marketing & Display Advertising

Search Engine Marketing, or SEM, means marketing to your target audience as they search the web. Also known as Paid Search or Pay Per Click (PPC), search engine marketing involves the strategic purchase of text and display advertising across desktop, tablet and mobile. We consider SEM a critical part of every digital strategy. We’re a SEM agency, or PPC marketing company, based in Newcastle working with clients Australia-wide. We help businesses reach their customers with targeted advertising as they search and browse the web using different devices. We understand the multi-screen world and cross-platform consumer behaviour.

SEM is about more than buying targeted ads with Google AdWords. SEM also includes:

  • Remarketing
  • Google Display Network
  • Google Shopping

For example, by combining SEM with Google Display Network, Nike had great success with a hyper-targeted campaign for the Jordan brand. Video and results below.

Remarketing

remarketing

Remarketing shows ads to prospects who’ve previously visited your website as they browse the web. So, once you reach a prospect with SEM and bring them to your website, if they leave before converting you can specifically target them with display advertising to bring them back again and convert. Up to 96% of people who visit a website leave before taking the action marketers want them to take and up 70% of people abandon an online order before completing it. (Source: Forrester). Remarketing lets you reach these people and “try again”.

We recently ran a remarketing campaign for a service-focused brand that included remarketing. In 19 days we achieved the objective of 100 bookings and the campaign achieved an approximate 160% return on investment.

Google Display Network

Google Display Network shows advertising messages to exactly the right prospects wherever they are online. Advertising is targeted by audience, context and specific placements. Audience targeting shows your ads to people Google knows are interested based on their profile and browsing behaviour. Context shows your ads on relevant websites – like basketball websites for the Jordan brand. Placement displays ads on specifically chosen websites. For a Jordan campaign, Nike used the Google Display Network to hyper-target a niche audience on basketball websites. Ads were served on over 800 websites, and because they’re part of Google Display Network there was no requirement to approve each site. Check out the video above for examples and results. Of the Jordan campaign, Nike and advertising agency Wieden+Kennedy say:

“The hope was to reach deep into the basketball community. We had the ability to target the people we wanted to talk to. The Google Display Network was really instrumental in helping us with that.”

Google Shopping

 google-shopping-product-listing-ads

Google Shopping Product Listing Ads appear when someone searches for your products on Google or Google Shopping. Google shows prospects a picture of your product, its price and your store name. Customers who click on your ad will be directed to your website where they can buy your product. You only pay per click. Google Shopping initiatives like Google Trusted Stores and Google Catalogues can enhance the performance of Product Listing Ads.

Benefits of Product Listing Ads include more traffic and leads, better qualified leads and broader reach.

“Do I Really Need This?” Yeah, You Do.

The customer journey has grown more complex. Before making a purchasing decision, a customer may engage with your brand through many different media channels over several days. Channels play different roles in the customer journey and can no longer be viewed separately – it’s the combination of online channels that moves customers from awareness, to consideration, to intent, to decision. SEM and SEO tend to act as ‘last interaction’ channels – the last point of contact prior to a purchase:

path-to-purchase

Channels displayed according to their assist/last interaction ratio as an average across all US industries. Created by ‘The Customer Journey to Online Purchase‘ tool, by Google.

Conversion Rate Optimisation (CRO) and Search Engine Optimisation (SEO) can also run alongside SEM campaigns. At the Village we undertake sustainable SEO entirely within Google’s guidelines. All digital marketing and customer acquisition at the Village, including SEM and SEO, is ethical, sustainable and strategic. The way it should be. And it works. Talk to us if we can help you.