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Not all ads are made to sell

The most common goal when advertising on search engines is to drive sales (or leads) on your website, but did you know that SEM can help other parts of your business too?



With the varying ad types, competing campaign purposes, complex targeting settings and dozens of other variables, it’s hard to know what will get you the most bang for your buck and actually benefit your business. On top of that, search platforms are constantly evolving, making it hard to keep on top of best practices.


What is lead generation?


Using tactics to get customers to convert on your site, whether that be booking an appointment, purchasing a product or contacting you for more information.


Lead generation ads typically have a clear promotion that is related to something specific you offer. These ads have the sole goal of getting customers to move through your sales funnel and convert.



What is search engine optimization (SEO)?


Tools and tactics that help your website show up when people are looking for your products or services on Google.


There are many different components that fit under the “SEO” umbrella term including keyword research, HTML edits, content creation and of course, search engine marketing.


Keyword-focused search ad campaigns help drive traffic to your site to increase your quality score (this is how Google rates the quality of your keywords and ads) and in turn, can help improve your site’s rankings. Essentially, this means: if you’re running ads for important keywords, it’ll contribute to your overall SEO strategy and you’ll show up more often (both your ads, and regular results).


Where does search engine marketing come in?


A few key differences between SEO ads and LG ads:

  • SEO covers all your main keywords

  • Includes keywords that you’ve optimized for in the backend of your site

  • Destination leads to general categories of services so it applies to everyone searching

  • Generalized call-to-action (such as get in touch or learn more).

  • LG contains a special offer (often about a specific product or single service you offer)

  • Destination leads to a landing page that has a clear call-to-action (i.e. add to cart or claim offer) that directly relates to the promotion or service in the ad headline(s)

  • Highly-specific set of keywords

  • Clear call-to-action that outlines exactly what they should do

Where to start


You don’t have to tackle search engine marketing on your own. It can be hard to keep up with how you should be running search ads, but luckily, Open Door Media can handle SEM for you. We’ve worked with clients in many different industries using SEM as a tool to help them reach their goals.


Get in touch today to start the conversation,