Google is considered the most popular platform for Marketing Search Engine and search ads: it represents more than 70% of the market. However, this giant's share has been falling for the past three years, while other market players gain market share.

Take a closer look at other platforms, in particular Amazon. Not only does this service grow year after year, but it also has interesting features, especially for those who sell goods. The bottom line is that Amazon ads have higher conversion rates; people may discover a brand on Google, but they come to Amazon with the intention of buying. It makes Amazon ads the perfect channel to engage with your leads in the lower stages of the marketing funnel.

Knowing more about SEM strategies, you may think it's time to drop everything. However, there is always room to improve your performance. To take it to the next level, consider adopting some of the industry's best practices.

We've compiled several best practices to help you enrich your paid search program. Think about implementing some of them in your search engine marketing strategy.

Personalization is a must for all marketing channels; it brings amazing results. Adding personalization to your marketing activities helps you pay back 5 to 8 times more money than you've spent. Better yet, you can increase sales by 10% or more. To make your ads more relevant to your prospects, you can tailor them by device or by audience.

Marketing Search Engine

Use the SI features in Google Adwords to create personalized messages. For example, you can offer different discounts to different types of users: new customers, returning customers, users who abandon the cart, etc.

People are afraid to miss an important opportunity, for example, a big offer or deal. It's called FOMO, fear of missing out, and can be used successfully in every possible marketing channel. You can also play with this psychological trait in SEM.

Add a scarcity element to your campaigns by using a countdown timer in Google Ads. It will count days, hours and minutes until a certain event. You can set up countdowns on any text, responsive search, and other types of ads.

Don't underestimate the importance of search ads and the landing pages they send search engines to. However, even if both are done perfectly, they don't always work their best in combination. If your ad doesn't match your landing page, people will leave without making a purchase. On the other hand, a harmonized landing page and ad lead to a 39% increase in conversion.

Make sure your ad and landing page have the same layout, target the same audience, use the same call to action, and copy style. For best results, follow our guide on how to increase landing page conversion rate.

Marketing Search Engine

Marketers and business owners realize how important it is to know your audience. They create typical buyer personas and try to target people based on their demographics.

You can do the same with your search engine marketing with two clicks. Google collects data about your existing remarketing audiences. Better yet, you can recommend showing your ads to people with the same interests. All you need to do is choose a campaign, select the "Audience" tab and click on the "Similar Audience “bar. According to Google, this simple move can result in 60% more impressions, 48% more clicks and 41% more conversions.

Below are some popular practices that brands use to improve the performance of their search ads. Let's learn a couple of new tricks from search engine marketing examples.

Practice is the best master, but sometimes overlooking the tactics of other brands leads to better results. We have selected several examples of search engine marketing from different companies for you to adopt

Additional links in search ads are a golden opportunity to attract more potential customers.

You can adapt them to display on specific devices with tons of variables. It allows you to create a more personalized experience for different viewers and compose various calls to action.

Better yet, site links help you segment prospects and send them instantly to different landing pages.

Advantages of Marketing Search Engine

The most significant advantage of site links is their effect on conversion rates. Google claims that ads with sitelinks have a CTR between 10% and 20% higher. To make those links even more effective, tailor them to the searcher's needs and keep them short and engaging.

Check out this search ad from the travel agency CheapOair. The headlines of each link are concise and simple, which makes them very clear to the reader. Even better, they adapt to the search query "cheap flights to Alaska": four of them offer airline tickets at reasonable prices or great deals.