Search Engine Marketing Consulting
Search engine marketing can generate 150% more conversions from clicks than organic content — if you know how to use it as part of a bigger digital marketing campaign. At Brafton, we specialise in integrating search engine optimisation (SEO) with paid advertising to maximise your return on investment.
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Paid Search and Organic: Better Together
Search engine marketing is a form of advertising in which site publishers bid on specific keywords for the opportunity to be listed above organic search results. This form of paid advertising complements your overall marketing strategy by boosting visibility on search engines.
Organic search engine optimisation (SEO) involves unpaid efforts to rank higher in search engine results pages (SERPs), including but not limited to:
- Content for SEO.
- Link building.
- Traffic generation through social media.
- Technical SEO.
Organic search results have significantly higher click-through rates than paid results. The top organic listing on Page 1 of SERPs has a CTR of nearly 32%, meaning it commands the biggest chunk of search engine traffic. Despite listing above the first organic search listing, paid listings have an average CTR of a little less than 2%.
By contrast, the conversion rate of paid search results is more than 10X that of organic results. Paid search can also help industry newcomers who want to grow their businesses by building some much-needed brand awareness. Low CTRs aside, paid search listings are still sitting pretty at the top of Page 1. Brafton’s search engine marketing services merge the value of SEO and SEM in a complete, highly tailored, prescriptive online marketing strategy. As a leading search engine marketing company, we understand how to leverage both paid advertising and organic search to drive lead generation and enhance your digital presence.
Our SEM Consulting Services
Your dedicated search engine marketing consultant takes a holistic approach to paid search to ensure it serves specific marketing goals — and they track every campaign each step of the way and pivot as needed to improve outcomes. No client strategy is ever the same.
As the leading search engine marketing agency in the U.K., we ensure your search marketing strategy works in conjunction with your SEO, content marketing and social media advertising campaigns, among other channels. Our comprehensive management services are designed to integrate seamlessly with your existing marketing efforts.
By collaborating with content strategists and SEO consultants on the larger marketing strategy, our SEM experts monitor and refine ad spend for maximum efficiency. They also assess how other variables might influence the performance of your paid search efforts — lack of organic online presence, relatively poor search engine ranking, subpar meta descriptions, unengaging landing page copy and unintuitive site UX — and guide how to keep those factors from foiling your SEM success.
No one knows search engines like Brafton. Our team combines expertise in search engine optimisation and paid advertising to deliver results that matter.
Paid Search Strategy and Execution
Maximising the value of paid search requires a clear end goal. Brafton can help you assess that end goal and identify the opportunities to use paid search to achieve them:
Supplement Your SEO Efforts
Organically improving online presence is a long game. It takes time and effort to rank for keywords, build up your backlink profile and optimise your site for maximum search visibility. Paid search can help generate traffic, however little, in the interim. By integrating SEM and SEO strategies, our marketing company ensures that your short-term and long-term goals are aligned.
Improve Local SEO
Google offers Local Service Ads that local service companies such as electricians, plumbers and other local services can use to generate leads. Unlike traditional paid search, ad publishers pay per lead. Examples of leads include phone calls, messages or bookings made through the ad. Our management services optimise these campaigns for better lead generation and return on investment.
Build Brand Awareness
Strategically targeting certain keywords for paid search can help get your listing in front of your target audience. Even if the CTR isn’t great, your presence on SERPs can improve brand recognition for a low cost — because with paid search, you only pay when a user clicks on the ad, but there is still some value in them just seeing it. Case in point: Paid search can build brand awareness by 80%.
Create Remarketing Lists for Search Ads (RLSA)
Google Ads and other platforms make it easy to target users who have already visited your site. This is one of the most powerful features of paid search, and one of the most effective ways to supplement your SEO campaigns by retargeting deeper-funnel leads.
Our SEM consultants can also manage other PPC campaigns through the Google Ad Network, content syndication channels, social media networks and other platforms. They can help you diversify and optimise your ad spend across these different networks to maximise results. Whether it’s SEO PPC or broader marketing SEM strategies, our team has you covered.
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In-Depth Keyword Research
Search engine marketing is a type of pay-per-click (PPC) marketing. Each time someone clicks on the paid listing, there is an associated fee called cost-per-click (CPC).
Highly competitive keywords that many site publishers are trying to rank for on paid and organic search results can have a CPC of £37 or more.
Brafton’s consultants work within the Google Ads and Bing Ads platforms, and consult other keyword research tools to create lists of industry-specific keywords within your budget that align with your target audience’s search intent.
Landing Page and Metadata Optimisation
Every paid ad needs a landing page destination after a user clicks. On the Google Ads platform, the landing page is given a “Quality Score.” The Quality Score is based on the performance of that web page, including its CTR, keyword relevance and various other factors.
If your page has a high Quality Score, you can earn a lower CPC rate and beat out higher bidders.
Brafton’s SEM consultants can make recommendations for how to improve the Quality Score of the landing pages you use in your paid search ads in several ways:
Keyword Optimisation
In addition to identifying optimal keywords, we can conduct additional research that will improve your page’s relevance to those keywords. Our in-house team of writers can optimise existing copy or craft new copy to help improve the Quality Score of the page. This engine optimisation ensures that your paid advertising efforts are maximised.
A/B Testing
Our consultants test the efficacy of different landing pages for various keyword campaigns. This can help improve Quality Score, more precisely target the right audience and boost overall customer conversions.
UX and Design Audits
We can assess your landing page’s UX using heat mapping and other forms of analysis to ensure that it’s optimised to drive conversions. We can also build out custom calls-to-action and help you optimise forms.
Meta Description Analysis and Updates
Meta descriptions for paid search listings can significantly impact your CTR. Our consultants can craft keyword-optimised meta descriptions for each of your ads that encourage prospects to take action and conduct A/B testing to make data-driven decisions about what descriptions perform the best.
SEM with Purpose
Search engine marketing is only valuable when integrated into a larger marketing campaign.
Brafton’s SEM consultants will take the time to understand your business objectives and marketing goals and help you develop paid search strategies and other marketing services that will actually move the needle.
As a full-service marketing company, we align our efforts with your overall strategy.
Build your next SEM campaign with Brafton.
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