SEM Strategy – Becoming Visible on Google’s Top Search Results

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Search Engine Optimisation is different from Search Engine Marketing. We want to make that clear before you continue reading our piece. 

Though both deal with search engines, they carry a distinct purpose to help you with your mission to be on Google’s top search results page. 

We must maximise the digital marketing strategies we have in our arsenal to ensure we cover all our bases and execute them properly to hit our digital marketing goals. 

Here’s what we know so far about SEM strategy.

What Is SEM strategy?

mind mapping to create SEM strategy

Search Engine Marketing strategy is optimising paid search ads with an objective in mind – advertise your brand to boost web traffic, generate a tonne of leads, and increase revenue.

This strategy looks into keywords, budgets, and text that have an impact on your digital marketing performance.

You need to have a solid understanding of how paid advertising platforms operate. PPC advertising, which stands for pay-per-click, is a common terminology in search engine marketing.

What’s The Difference Between SEO Strategy and SEM Strategy?

Search Engine Marketing is essentially paying Google to show a company or brand adverts in search results.

While Search Engine Optimisation differs in a way that Google doesn’t charge your company for clicks or traffic. Instead, it entails having the most pertinent material for a given keyword search to win a free spot on Google’s search results page.

However, there is still a connection between search engine optimization and search engine marketing techniques; choosing the right keywords for an SEM campaign is similar to picking them for SEO optimisation.

Which is better? What we can recommend is you consider these scenarios. 

Go for SEO if,

  • You have a small marketing budget.
  • You want to Build brand authority.
  • You want to increase your ROI.
  • You should provide content that connects with your audience at various points along the sales funnel.

It is best to lean on PPC if,

  • You desire prompt outcomes.
  • Your product is innovative or unique.
  • You are hawking a limited-time offer, such as a holiday sale.
  • Your goal is to send visitors to a sales or landing page.

Why Should I Use the SEM strategy?

Two digital marketing specialist have a discussion to develop digital marketing strategy

Brand Building and Awareness

Brand growth and awareness are closely tied to increased visibility.

The more possibilities you have for people to see your brand and visit your website by implementing SEM strategy, the higher your company, product, or service will rank on SERPs.

It indicates to online searchers that you are an authority in your industry.

Creating Leads

Google have more than 3.5 billion queries every day. Yes. You read it right. So, if you think you are the busiest person on the planet, you thought wrong.

Imagine if your website happens to have all the possible keywords that these people are searching on Google, and convert them into paying customers.

These folks are looking for products, services, and information. Your website can profit from these numerous queries and receive targeted traffic because appropriate SEM strategy can improve your search engine exposure.


The success of your website depends on the quality and focused traffic, and targeted ads increase the likelihood that those visitors will become paying clients.

SEM strategy differs from traditional forms of advertising because it is cost-free unless potential customers click on your adverts, unlike other advertising platforms that charge huge money for people to view ads, even those who are unlikely to be interested in your brand.


People look for things they want or need right away, indicating that they have the intention to buy or inquire. You may draw in these prospects and direct them toward your sales funnel with persuading SEM ads.


Your SEM campaigns may be tracked and monitored, which makes it simpler to optimise your budget, content, and keywords.

Since you have the data right Infront of you, you are in the position to make better business decisions.

What SEM Strategies Can I Implement Right Now?

List of SEM Strategy

Implementing SEM strategies necessitates paying close attention to SEM basics. This way, you can develop marketing campaigns that are appropriate for your target audience.

Here is the list of SEM basics you should consider before implementing your SEM strategies:

Considering Local Searches

Another factor you might want to take into account is that the majority of people use the internet to look up local companies. Your SEM strategy should therefore concentrate on offering the solutions that customers are looking for. 

Benchmark, Check Your Rivals

Certainly, your rivals are adopting search engine marketing, you might be interested in learning the best SEM strategy to implement.

Knowing what your competitors are doing to stand out is the objective here. Try to take notes from the top. Given the prevalence of SEO marketing tools, it is not impossible to know how our rivals are utilising this PPC management solution

If you want to design high-quality and successful adverts for your website, check out your closest competitors. 

Create A Sense of Urgency

We are all aware of the strength of precise marketing messages.

Make your target market feel a sense of urgency. Don’t forget to remind your viewers that any offers in your advertisement that are about to expire should be noted like keep posted as this deal expires in 24 hours!

Ensure that your audience doesn’t miss the offer, be explicit and emphasise it, as a part of your SEM strategy. This tactic can boost your visitors and help you achieve higher conversion rates.

Make Use Of The “Similar Audience” Function

The main goal of Similar Audiences is to direct advertisements to folks that share the same attributes as them if a particular audience has produced positive results for your brand.

By using similar audiences, you can target new prospects who have similar interests to those on your remarketing lists by analysing your current remarketing audiences.

The likelihood of generating relevant clicks and conversions is better because you are formally advertising to those who exhibit behaviours similar to those of your target audience.

You can create a Similar Audience to your campaign or ad group using the new AdWords interface in these steps:

  1. Select the campaign or ad groups that you want to add a Similar Audience to.
  2. From here, choose “Audiences,” and you’ll see the current audiences for the campaign or ad group you’ve selected.
  3. Choose either Targeting (target and bid) or Observation (bid only) by clicking the blue circle with the pencil.
  4. Select your target audience by clicking the similar audience bar, then click save.

Segment and Customise Your Advertising

Now, customization is very popular.

You can specifically tweak your ad wording for audiences who meet a requirement by using AdWords “IF Functions.”

The default text will appear if the prerequisite is not satisfied. This strategy makes sure that your adverts are more relevant to your target market.

The AdWords IF Functions can be used in one of two efficient ways: by device or by the audience.

  1. Your advertising can be mobile-optimized with the help of the device-specific IF function, ensuring that mobile consumers see a mobile version of your Expanded Text Ads.
  2. The audience-specific IF function enables you to present tailored and customised messages to certain audiences. 

Utilise A/B Testing To Determine The Most Effective Strategy

A/B testing is a flexible marketing strategy that aids in identifying the best visual and textual approaches for every campaign.

When testing paid advertisements, you should first choose the area you want to test. On a smaller target population, you may compare two headlines, descriptions, extensions, or individual terms like urgency triggers.

Compare the outcomes to establish which language most effectively inspired the sample audience. To the remaining audience, present the winning version.

Create Automated Rules

In some conditions, you can take the human element out of the equation by setting up automation in your account. This is doubly important when significant changes must be done and nothing can be ignored.

Before establishing automated procedures, though, double-check that everything was done correctly because failing to do so runs the danger of wasting money.

What Are The Must-Have SEM Tools For My Brand?

Illustration of SEM tools

For Keywords Research

These PPC management solutions are all-inclusive. One of its outstanding advantages is the picking of effective keywords. 

Utilise the chosen keywords in your local and on-page SEO, targeted ads, and hashtag generation for your social media marketing.

Google Keyword Planner

It makes sense to use Google Keyword Planner to research pertinent keywords for your brand. Using this tool as a part of your SEM keyword strategy will also allow you to keep track of the changes in searches for particular keywords over time.

The Keyword Planner can assist you in selecting the most suitable keywords for your company from a list of potential ones and you can choose the keywords that best fit your advertising budget.

This tool provides you with proposed bid estimates for each keyword and you can create an ad campaign from within the application once you’ve identified your ideal keywords.


Semrush is a great tool for identifying chances to rank for long-tail keywords naturally, but you can also use it for other SEM campaigns.

You can carry out a thorough SEM strategy planning, including in-depth keyword research, keyword rank tracking, site audits, traffic analysis, and other tasks with it.

Discovering your top paid search rivals, learning which keywords they’re bidding on, and examining the structure of their ads are all made possible because of this tool.


You may check out the Google keywords your rivals are purchasing or the ad experiments they’ve conducted using SpyFu.

You can find every Adwords keyword that a company has purchased, every organic keyword for which they have ranked, and every ad variation they have run over the past 12 years by just conducting a domain search. 

Additionally, you may keep an eye on your own SEO and sponsored ranks on Google, Bing, and Yahoo.

For ROI Measurement

Google Analytics 

A web analytics tool known as Google Analytics offers a comprehensive insight into the online performance of your website and business.

You have more opportunities for optimisation, new ideas, and an understanding of how everything is connected in relation to the business as a whole the more relevant data you have from the channels.

If you use other Google-based services for marketing, Google Analytics is crucial for monitoring how well those services are performing because it seamlessly interacts with other Google services.


With the use of WordStream, you can analyse, evaluate, and improve the efficacy of your advertisements. 

You get access to sophisticated reporting facilities for data analysis and resources for making effective advertisements. In addition, WordStream includes workflow tools and alerts to assist you in making decisions regarding your campaigns.


OWOX offers data gathering from more than 135 marketing sources. The service gathers first-party data from all channels and devices and combines it with marketing data.

Data transfers, data preparation, and reporting that are automated can save you hours of repetitive effort. This tool helps you with crafting your SEM campaign strategy and gives you the information you need before you formalise your decisions.

Final Thoughts

People will keep using search engines to find the products or information they need or want since the internet is accessible 24/7. 

Create a competitive advantage for yourself to attract searchers and convert them into paying clients.

Use these cutting-edge SEM strategies, then evaluate your results. Among the many things you can do to raise your SEM performance, these are just a few.

As digital marketers, it is ingrained in us to constantly stay hungry for new information and strategies, thus having an open mind to fresh knowledge.

If you want to know how we boost brand’s awareness and confidence for our business partners, give us a call. We will be glad to share with you a wide range of our SEM services.


How do you develop an SEM strategy?

1. Considering local searches
2. Benchmark, Check your rivals
3. Add a sense of urgency
4. Make use of the “Similar Audience” function.
5. Segment and customise your advertising
6. Utilise A/B testing to determine the most effective strategy.
7. Create automated rules.

What are SEO and SEM strategies?

SEO Marketing Strategies:
1. Establish a clear Goal.
2. SEO web design.
3. Structure.
4. SEO off page.
5. Keywords.
6. Link building.
7. Relevant links.
8. Optimizing content.
9. A solid Call to Action
10. Social media platforms 

SEM Strategies:
1. Budget
2. Quality score.
3. Ad rotation.
4. Landing pages.
5. Advertising campaigns.
6. Return on Investment
7. Straightforward website and Accessible to all devices.
8. Optimisation.
9. Keep track of your campaigns and analyse if they’re reaching the expected objectives.

What is SEM performance?

The SEM Performance is ensuring your brand’s website reaches its target audience on digital platforms at the lowest possible cost. It matters that your ad message is clearly structured, managed, optimised and delivered at the right time to your prospective clients. 

What is SEM in business?

SEM has a lot of advantages for your brands online. From boosting your online presence to generating valuable leads and raising your business’s visibility and recognition. Search Engine Marketing strategy allows you to make a favourable return of investment. 

Looking for a trusted SEO agency in Singapore? Schedule a consultation with us today.

About Roots Digital

Roots Digital is an award-winning digital marketing agency and SEO agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation.

Some of our core digital marketing services include SEO servicesSEM services, Google Ads management servicesGoogle Analytics services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

Looking for digital marketing grants for SMEs? Check out our pre-approved digital marketing solutions under the PSG digital marketing grant.

PSG Grant For Digital Marketing – Save up to 50% on your digital marketing today!

Picture of Ian Ong
Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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