Search Engine Marketing

sem services for small business

50.2% of U.S. adults 18+ responded to a search engine marketing search result (like on Google, Yahoo or Bing) in the past 12 months.

Search engine marketing (SEM), also known as pay-per-click (PPC), is digital marketing that utilizes keyword research to drive searchers to your web pages. Valpak PPC ads appear above organic search results on Microsoft Bing and Google search engine results pages (SERPs), enabling small businesses to quickly and effectively reach their target audiences to increase brand awareness and conversions.

SEO or SEM?

Short answer: your marketing strategy should include both. With search engine optimization (SEO), you incorporate relevant keywords (search terms) into your website copy. When done correctly, Yahoo and other search engine algorithms will increase the quality score of your website and index it higher in SERPs. Higher search rankings = higher click-through rates (CTRs) = higher website traffic.

Valpak search engine marketing campaigns use the same search query data to measure search volume and identify the right keywords for your ad copy. We then bid on the most relevant keywords in ad auctions based on the desired cost-per-click (CPC) or budget for your paid search ads. This ensures you receive premium placement well above competing organic landing pages and social media profiles.

Search advertising changes with each algorithm update. Creating or incorporating an SEM strategy into your marketing efforts can seem overwhelming alongside the day-to-day responsibilities of running a small business. Let Valpak help. Our digital marketers are highly skilled in the intricacies of search marketing and readily available to assist in creating your PPC advertising.

Valpak SEM Includes

  • Up to 5 search engine marketing campaigns
  • Up to 3 search ads per campaign, each with custom ad copy / design
  • Up to 4 ad groups with 20 relevant keywords per campaign
  • Ability to diversify across multiple platforms and networks
  • Proactive updates of copy & keyword groups to maintain objectives
  • Automated reporting with monthly metric & insights analysis
  • Up to 4 call tracking numbers to further measure campaign performance

Google Ads Expertise

Valpak is proud to be a Google Premier Partner, recognized as a leading agency for developing and maintaining successful online advertising campaigns for businesses. This partner status means we’ve mastered advanced concepts for creating, managing, measuring and optimizing PPC campaign products and formats. Valpak has also met higher spending and additional certification and company performance.

As a Google Premier Partner, Valpak has access to Google Ads training and support, if an issue arises. We can also contact Google directly for optimization advice, insights and training.

We worked hard to earn our Premier Partner status and we work even harder to maintain it. Google continuously monitors and evaluates our performance to ensure we’re meeting their high standards. When you trust us with your PPC advertising, you can expect the highest quality of service.

SEM Campaign + Print Case Study

A residential painting company approached Valpak with the goal of increasing leads by combining a print ad in the Blue Envelope with an SEM campaign. A week after the print ad arrived in mailboxes, we measured these week-over-week results:

  • 110% increase in SEM impressions
  • 60% increase in market share
  • 65% increase in click count
  • 6% decrease in CPC

This case study demonstrates the effectiveness of combining SEM with print to increase leads and brand awareness. Contact your local Valpak office for additional SEM success stories and to discuss digital ad campaign opportunities for your small business. While you’re at it, talk through the benefits of adding a Blue Envelope ad or targeted postcard advertising to your upcoming program.