Boost your business visibility with search engine advertising
Search engine advertising ensures your business is visible precisely when customers are actively searching for the products or services you offer. Most customer journeys begin with search engines like Google or Microsoft. Through effective search engine advertising aligned with the MVG-MRACE® model, you can secure top positions in search results.
Search advertising also guarantees visibility for keywords where your business or services may not yet rank organically. Whether for B2B, B2C, or e-commerce, search engine advertising is a crucial part of any digital marketing strategy.
Benefits of search engine advertising
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Search engine advertising allows highly targeted campaigns. Ads are shown to users actively searching for specific products, services, or solutions to problems your offerings address. By leveraging user search terms, ads can be customized to match exactly what potential customers are looking for, ensuring relevance and engagement.
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Search advertising provides comprehensive, real-time data. You can track the number of ad clicks, how many users take desired actions (like making a purchase), and which keywords or messages perform best. This data enables continuous optimization of campaigns through expert insights and AI, driving improved results over time.
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With search engine advertising, your business gains immediate visibility. Ads can appear at the top of search results almost as soon as your campaign goes live, ensuring fast exposure and potential engagement.
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Search advertising offers precise budget management. You can set daily and monthly spending limits, ensuring full control over costs. Additionally, you only pay when users click on your ads, making this a cost-effective method to attract potential customers.
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Even if all clicks don’t result in immediate sales, simply appearing in search results increases brand awareness. Over time, this builds trust and recognition among potential customers, strengthening your brand’s reputation.
Targeting audiences at different product awareness levels
Search advertising is effective in guiding audiences through their buying journey, addressing varying levels of awareness:
- Unaware
These users do not yet recognize their problem or need. Broad, general keywords related to your industry or the identification of a problem (e.g., “improve indoor air quality”) are used to engage this audience. - Problem aware
Users recognize their problem but are unaware of potential solutions. Keywords here focus on the specific issue (e.g., “help with indoor air problems”). - Solution aware
These users know solutions exist and are comparing options. Keywords should highlight product-specific benefits (e.g., “best air purifier for allergies”).
- Product aware
Users know your product but are deciding between you and competitors. Keywords might include brand names or detailed product features (e.g., “XYZ air purifier reviews”). - Fully aware
These are ready-to-buy users who only need a small push. Keywords here are action-oriented (e.g., “buy XYZ air purifier” or “XYZ air purifier discount code”).
By tailoring keywords and ad messages to each stage of awareness, you can effectively guide potential customers through the buying process.
Search engine advertising with the MRACE® model
Search advertising supports the Reach and Convert phases of the MRACE® model. In the Reach phase, it attracts potential customers at the early stages of awareness. In the Convert phase, it encourages product-aware and fully aware audiences to take action, such as making a purchase or contacting your business.
At the core of search advertising are carefully selected keywords, identified through in-depth research and continuously optimized using campaign data. Equally important is excluding irrelevant traffic to ensure cost-efficiency and relevance.
At SDM, our search advertising campaigns, combined with display and shopping ads, generate over 3 million website visits and 200,000 conversions each month for our clients. Annually, these conversions represent a total value of approximately €100 million.
Google premier partner since 2016
Being a Google Partner is recognition of our excellence in managing customer accounts while meeting Google’s strict standards. There are two levels of partnership: Google Partner and Google Premier Partner. Only the top 3% of participating companies achieve Premier Partner status annually. SDM has consistently held this designation since 2016.
Our Premier Partner status reflects our commitment to continuous learning and being among the best in our field. Our experts have in-depth knowledge of advertising, hold certifications that validate their expertise, and are true leaders in the industry.
As a Premier Partner, we gain exclusive benefits from Google, including early access to new tools and features, specialized training, strategic support, and enhanced customer insights through advanced reporting.
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