SEO agencies help companies and websites use the most popular and the easiest to make. Text ads include titles, body text, and links to your website. Depending on the cost of the ad and the search engine, they may appear above, to the right or below the organic listings.

This type of ad is based on the same principles of keyword use as above. The difference is the visual part: Google shopping ads include images and prices. This format is perfect for selling products.

This format boils down to allowing Google to automatically adapt your ads to the behaviour patterns of different search engines. All you need to do is write various titles and descriptions for your campaign; the ad platform will test all possible combinations and show search engines the best performing ads.

This option was made for local businesses, such as coffee shops, plumbers, real estate agents, etc. Local service ads allow you to advertise only in a certain area and receive leads directly from potential customers.

Although we only list the types of Google ads, other search engines use similar formats. For example, with Bing, you can find ads analogous to text ads and Google shopping ads.

SEO agencies

We have revealed the benefits of search engine marketing, essential working principles, and various types of ads. Let's discover how to implement SEM in your marketing strategy.

Launching a complicated new marketing channel from scratch can be tricky. To make your SEM experience smoother, follow this list of essential steps.

- Create a strategy. Start by setting short-and long-term goals for your SEM and aligning them with your business needs. For example, if you want to earn more revenue, decide how many new customers you need to acquire to achieve this result. Then, define the amount of traffic you need and the budget you have. It will help you understand which campaigns and how often you should use them to achieve your goals.
- Collect a list of keywords. Before launching a paid campaign, generate a list of keywords associated with your business. You can copy competing keywords, generate them with online tools like Google Keyword Planner, or brainstorm with your colleagues. You can use more specific or general keywords and combinations of both. The main rule here is to search only relevant words.
- Add organic search promotion. Organic and paid search engine promotion activities work best together. Produced correctly, they reinforce each other and give better results. Therefore, remember to add or adapt SEO to your SEM. To start search engine optimization from scratch, follow the tips in our guide on how to build an SEO strategy.
- Experiment with different types of ads. Different types of ads can be more or less effective for certain companies. To find the best fit for you, try various ad formats, such as text ads or commercials. Try several advertising platforms-underestimated paid presentations with Yahoo will most likely be more effective for you than popular Google ads.
- Check your campaign regularly. To evaluate the effectiveness of your search engine marketing campaigns, remember to track your results. Check them once or twice a week so you can make changes in case something goes wrong. Record all the data and look for trends.

SEO agencies rules

These ground rules will help you implement and maintain search engine marketing. If you want to take your SEM to a higher level, you'll need to implement advanced strategies.

Like all marketing channels, SEM changes from time to time. We choose four strategies that will help you stay on top and exceed your business goals.

33% of adult audiences reported using voice search monthly in early 2019. Half of all search engines have used voice input in 2020. Voice search purchases are projected to be a $40 million market in two years. To stay ahead, you need to apply voice search optimization to your SEM.

Unfortunately, it's easier said than done: the options for voice search optimization are quite limited. However, you can adjust your search ads right now. First, include more long-tail keywords; this will help your ads appear in more search results.

Another trick is to make your content more conversational. Observe how people converse in everyday life and apply this style to your SEM.

Investments with SEO agencies

Investments in search-based advertising are projected to reach $151 million in 2020 with an annual growth of about 6%. For marketers with limited budgets, this means colossal competition and probably a drop in conversion rates. Therefore, you will have to become even more creative to win the race.

SEM automation will help you get rid of routine tasks and find more time to plan strategies and activities. Consider using Google AdWords automation features such as smart campaigns, automatic offers, automated rules, and more.

In 2019, 52% of Internet traffic worldwide was generated on mobile devices. Your prospects probably see your ads on mobile screens rather than desktop. Track the amount of traffic coming from different devices and try to adjust your SEM to the most frequent type.

Optimize your ads and content connected to them for mobile devices and get more customers. For example, Google mobile users would love to see ads with shorter titles: 12-15 characters compared to 15-20 characters for desktop devices.

Remember that SEO agencies optimize the landing page for your ad leads as well. Try to reduce loading time to less than a second and make your website accessible to mobile users. You can also opt for larger buttons, clearer images, simpler design, etc.