10 Search Engine Marketing Strategies to Improve Performance
Search engine results pages look downright unfamiliar these days. Suddenly, AI Overviews are front and center, practically begging for your attention. And sections like “People also ask” and “What people are saying” can take you down unexpected rabbit holes.
As these pages get more crowded, visibility is everything. Most people don’t bother to click past page one, so you want your business to rank as high as possible — ideally, on the first page.
You can’t buy your way to the top, but a little planning can give you a boost. Try out some of these search engine marketing strategies for your next campaign.
What Is Search Engine Marketing (SEM)?
SEM combines paid and organic (or free) strategies to improve your site’s visibility in search results. Higher rankings usually equal more traffic.
You’ve probably already heard about search engine optimization in digital marketing. It makes your content more appealing to search algorithms while still talking to your human visitors. More than 89% of searches go through Google, so succeeding there is key.
Pay-per-click (PPC) advertising is another type of SEM. These ads appear on major platforms like Meta and Google, giving you a lot of attention quickly. They’re also much more affordable than old-school ads like billboards.
A mechanic, for instance, may spend $100 a month on Google Ads that appear when people search for “brake light replacement” or “auto repair Chicago.”
And let’s not forget about local SEO. It uses keywords and paid ads to reach nearby customers, such as people in your zip code who need a tire rotation.
1. Conduct Keyword Research
A search marketing plan is all about reverse engineering. The results page is your final destination, but you need to know how your customers get there first. Otherwise, you’re a pirate burying treasure where no one will find it.
Tools like Google Keyword Planner and SEMrush are your best resources. Use them to research the keywords your audience uses when they type in a search query.
Choose keywords that get decent search volume but aren’t super competitive. It’s much harder to rank for “mechanic in Chicago” than “affordable brake repair for BMWs.” Plus, the people searching for the more specific term are more likely to schedule an appointment than casual browsers.
For the best results, target both broad and long-tail keywords. Sprinkle them in your ads, content, meta descriptions — anywhere with text, really.
That will help you attract people with various search intents. Like the lady whose car just broke down (“emergency engine repair near me”) or the DIYer looking for windshield wiper advice.
2. Set Smart Budget Caps and Bidding Strategies
PPC advertising works best when you experiment with different bidding strategies. You can let Google AI make these decisions, or test different keywords and pricing yourself.
Either way, keep an eye on the performance data to see if you’re on the right track or need to adjust. For example, you may notice that “same day oil change appointments” is getting more clicks this month and bump up your spending.
And don’t forget to set a budget limit. Surprise bills are no fun.
3. Use Negative Keywords To Eliminate Wasted Clicks
Negative keywords let you choose to prevent your ads from displaying for certain search queries. It saves you money by excluding searches that are unlikely to generate sales.
For a car detailing service, negative keywords might include “DIY car waxing” or “wash car with dish soap.” These users are clearly looking to save money, so they probably won’t splurge on your services.
4. Target Ads by Location and Device
Staying local is one of the best SEO tips for small businesses. Nearby customers are more likely to become repeat customers, especially for auto companies. After all, people in Colorado probably won’t be visiting a Tucson shop for an oil change.
Creating a Google Business Profile is an easy way to attract local search traffic. Keep all your details updated, and add flattering photos and videos. Many people turn to Google first, so this step will make your business more discoverable.
5. Write Compelling, Local-Focused Ad Copy
Ads give you a small visibility boost, but showing up isn’t enough to get clicks. You need persuasive copy that practically jumps off the screen.
Spotlight what makes your products or services valuable. Do you have a 99% customer satisfaction rating? Is your team super speedy or extra friendly? Flaunt it in your ads.
Sprinkle in locally relevant keywords, too. Something like “reliable mechanic in Tucson” talks directly to searchers.
6. Use Ad Extensions To Boost Visibility
Make your ads even more persuasive with ad extensions. For example, Facebook and Instagram let you add call-to-action buttons for an extra nudge. Google Ads offer even more bonus features, including images and ratings. These little details can have a huge impact on your click-through rate.
7. Improve Landing Page Relevance and Speed
A modern website and SEO go hand-in-hand. Put your best foot forward with a mobile-friendly landing page that loads almost instantly. (Or as fast as your server can handle.)
This page should be directly related to the ad the user just clicked on and guide them to the next step. An ad about tire patching, for instance, should include pricing info and an appointment form. You could also join the 91% of marketers who use video by adding a short clip introducing your team or services.
Add structured data, too. Schema markup — like your hours — tells the search engine how to read your landing page, which makes it easier to find organically.
Just don’t go overboard. Simplicity leads to a positive user experience.
8. Test and Optimize Ad Variations Regularly
Experimentation is key to creating a winning digital advertising strategy. Channel your inner scientist by testing out different hypotheses — er, ad variations.
If you’re using Google Ads, try adding an image extension or price. Or maybe your stellar rating is exactly what it takes to win over customers. And don’t forget to tweak your copy and keywords.
9. Leverage Retargeting for Warmer Leads
Sometimes, customers click on your site before they’re ready to commit. Maybe they’re saving up before they buy, or they got distracted by an Uber Eats delivery.
Take back their attention with a retargeting campaign. This could be a Facebook ad that they see a few days later, or a Google ad in the sidebar of their favorite news site. Just a nudge or two can reignite interest.
10. Track Results and Adjust Based on Performance
To identify your most valuable content, you need cold, hard data. Tools like Google Analytics make it easy to track conversion rates. Every major ad platform also tracks cost-per-click, click-through rates, and other structured data.
Use this information to see what’s working, and do more of that. Did that random pun-filled copy get the highest conversion rate, or is it time to dig deep for more jokes?
Create a Winning SEM Strategy
With algorithm changes rolling out every other month, you need to bring your A game to stay relevant. Start by using a few of these marketing strategies to drive more sales and get more out of your ad spend.
Need a hand? Optimize Digital Marketing’s ad experts know all the latest tips and tricks. We’ll help you design a custom campaign that actually speaks to your audience. And we’ll handle all the nitty-gritty details, so you can relax.
Contact us to learn more about our ad and SEM services.