Paid Search (SEM)
Better targeting equals high-quality lead generation for your business.
Paid search (PPC–pay per click) is a valuable lead marketing strategy and the top converting and highest ROI digital channel a marketer can leverage to drive site traffic and conversions. Paid search often complements and enhances all other digital tactics.
The benefits of leveraging paid search include first-page exposure, immediate and consistent traffic, high-volume reach, tracking capabilities, and constant optimization.
At d3, we have access to paid search insights, advanced marketing analytics, and other essential information that is not commonly available to other paid search companies. With this information, we can use SEM tactics to give you an advantage on your competition.
Our paid search tools also give us the ability to retarget with display advertising to a target market of users who are actively searching for certain words or phrases across thousands of web properties. Better targeting equals high-quality lead generation for your business.
Best of all, our paid search efforts can be streamlined with other digital channels. This makes it easy to see what’s working and what’s not so we can ensure maximum lead generation campaign success.
Why Paid Search (SEM) Is an Important Customer Acquisition Strategy for Many Businesses
An online ecommerce consumer insights report from Statista.com shares that 40% of internet users in the United States purchased items or services online several times per month, and 20% said they bought items or services online on a weekly basis.
Roughly 251,000,000 people (78% of the U.S. population) are internet users.
This means that 40%, approximately 100,400,000 people, purchase items online several times per month, and 50,200,000 purchase on a weekly basis.
When customers are shopping for a product or service, they will use search engines like Google to find what they want via desktop, mobile phone, or tablet.
This is where search engine marketing (SEM) becomes a real lead acquisition game changer for companies who sell products or services online.
Direct Response Marketing
Search engine marketing gives business owners like you the opportunity to target and promote your product or service to people based on what they are searching for online using target market segmentation data.
This targeting can occur in the form of…
- Search ads
- Display ads
- Social media ads
- Native ads
- Inbox ads (sponsored emails)
- Psychographic segmentation
- Demographic segmentation
- Geographic segmentation
- Behavioral segmentation
…is then used to target paid ads, ensuring they are served to the person most likely to be in need of your product or service.
When paid search is done correctly, your business has the power to identify what customers are looking for so you can retarget them through paid ads in an attempt to convince them to give your product or service a try.
Using paid search strategies, you’re able to leverage online data in order to target specific groups of people based on their search intent. This is key because what people search for online can give you a very clear picture of where they are in the buying process.
Being aware of search intent can also bring to light how you need to adjust your web copy messaging and calls to action in order to get someone to purchase your product or service.
- Over 40,000 search queries are conducted every second.
- Over 3.5 billion searches are conducted every day.
- 1.2 trillion searches are conducted per year.
While these numbers are impressive, the majority of these searches probably have nothing to do with the product or service you sell.
This is why targeting through SEM is so important for your strategy to generate leads online and increase sales.
With the target market segmentation capabilities of paid search platforms, you can ensure you’re speaking to the right target audience every time.
The d3 Paid Search Strategy
At d3, we use the following process to develop, launch, and monitor a paid search strategy…
Demographic & Competitive Analysis:
In order to develop a deep understanding of a client’s target demographic, we track and analyze the audience’s search trends and practices. These demographic insights allow us to implement, manage, and optimize multiple targeting methods and make well-informed decisions when crafting your marketing strategy. Additionally, we research the competitive landscape to identify areas of opportunity including unique keywords, ad groups, and ad message positioning.
Keyword Creation & Creative Copy:
After identifying the client’s target market, we create a keyword listing to ensure searches trigger the client’s ads and their pages attract the most targeted audience. Once the keyword layout is finalized, we develop effective creative copy to further attract and influence website visitors.
Monitoring & Reporting Performance:
Our clients receive custom reports highlighting campaign performance, key performance indicators, analytical data, and insights, along with recommendations for optimization of lead generation campaigns.
Throughout the campaigns, we provide ongoing optimization services such as keyword variations, creative copy management, bid management and continued demographic and geographical observations.
Important Paid Search (SEM) Stats
- 86% of consumers use the internet to find a local business. (WebVisible survey)
- Google display campaigns reach 80% of global internet users. (Google Benchmarks and Insights)
- 72% of consumers prefer to find information on local merchants via search. (WebVisible survey)
- Consumers exposed to display ads are, on average, 155% more likely to search for brand- and segment-specific terms. (Specific Media)
- 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused. (Google Research)
- Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic Impact Report)
- For high commercial intent search queries, the top three ad spots take about 40% of the clicks on the page. (Wordstream)