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Search Engine Marketing (SEM)

Search Engine Marketing (SEM)

Ad Strategies for Maximum Impact

Rank Above the Fold With Conversion-Focused Ad Strategies

Dominate the above-the-fold (ATF) content of relevant search results and get found by millions of prospects across the web. Begin your search engine marketing campaign today with help from Howweb Digital Experts Agency 


  • Comprehensive Services: From keyword research and SEO optimization to PPC campaigns and content creation, our comprehensive services cover all facets of digital marketing.

What is SEM and Why It’s a Great Investment

Outpace the Competition and Grow Your Business

Anyone with a website can leverage search engines to promote their products and services and connect with key stakeholders. You have most likely learned about search engines in your search engine optimization (SEO) strategies, but you may not be familiar with their role in search engine marketing.

Ready to start your SEM advertising campaign? Our search engine marketing agency explains the significance of search engines in SEM and how your business can use them to speed up your customers’ buying process. Learn more about search engine advertising and improve your marketing effectiveness in no time!

What Are Search Engines?

Search engines are a software system designed to carry out systematic online searches and deliver the best possible results based on the users’ search query. As a business owner, your goal is to ensure search engines can find your website for it to show up and rank high in pertinent search engine results pages (SERPs).

Search engines have three significant functions:

1. Crawl

Search engines use their own web crawlers or search engine spiders to scour billions of pages on the internet and find new and updated content, such as web pages, videos, PDF files and images. Search engine spiders fetch a few websites and follow the links on these pages to find new URLs.

2. Index

In this phase, search engines store and organize the content based on the keywords, data, recency and user engagement.The new URLs found in the crawling process are indexed in a massive database called Caffeine to be retrieved when the content on the URL matches an online user’s search query.

3. Rank

Search engines categorize web pages and rank them based on relevance to provide the most useful search results to online users. The higher your website ranks on SERPs, the greater your search visibility and significance to the query.
There are numerous search engines on the market that are set as a default with website browsers. These include Google, Bing, Yahoo, Baidu, DuckDuckGo, Yandex, Swisscows, CC Search, StartPage and Search Encrypt. Here’s a closer look at the search engine market share worldwide:

Here’s a closer look at the search engine market share worldwide:

Google 92.26%
Bing 2.83%
Yahoo 1.59%
Baidu 1.14%
DuckDuckGo 0.5%
Yandex 0.5%

Data by Pew Research Center shows that 1 in 4 online users or about 33 million U.S. adults use search engines to perform internet research every day. Individuals and organizations use these search engines for various reasons, including research, shopping, brand promotion and entertainment. For businesses, search engines serve as a useful platform for gathering data, staying up to date with news and trends, keeping track of competition and marketing. They provide search advertising opportunities that help marketers gain higher search visibility and close sales faster than through SEO alone.

Search engine advertising is key to improving your digital presence and securing better brand recognition. Most companies, however, dive into search engine marketing without fully understanding what is SEM. Some are even oblivious of the numerous SEM advertising channels available in the market. As a result, only a few marketers reap the benefits of search engine marketing solutions.

What Is Search Engine Marketing?

Studies show that approximately 81 percent of consumers perform online research and spend an average of 79 days gathering information about a product or service before making a big purchase. This means the majority of online users have high purchasing intent.

Search engine advertising is one of the most cost-efficient ways to connect your brand with high-converting customers and increase your revenue. SEM advertising allows you to take advantage of consumers’ online behavior and position your ads precisely when they are looking for your brand offerings and are ready to purchase.

"Drive targeted traffic and maximize conversions with SEM (Search Engine Marketing). Our experts optimize PPC ads, bidding on keywords to boost performance and Quality Score, ensuring cost-effective visibility at every stage of the buying cycle."

Higher Quality Score= Higher Ad Ranking=Lower Click Per Cost Conversion

How Does SEM Work?

Search Engine Marketing (SEM) use algorithms to rank SEM ads and determine their search relevance. Paid search engine marketing is all about creating the right search engine marketing strategy, bidding on high-value keywords and continuously improving your search advertising tactics based on analytics results to lower your ad spending and improve profitability. To outshine your competition, our search engine marketing agency follows a systematic approach to search advertising:

1. Keyword Search and Analysis

2. Ad Creation and Landing Page Development

3. Account Setup and Tracking

4. Compaign Launch and Monitoring

5. Evalution and analysis

1. Keyword Research and Analysis

Our SEM company utilizes advanced keyword research tools, such as Google Search Console, to identify high-performing search terms and eliminate negative keywords from your list that are not an effective use of your search advertising budget.

2. Ads Creation and Landing Page Development

Once we’ve identified your target keywords, our search engine marketing experts craft text-based ads to display in search results and link them to unique, optimized landing pages. The goal is to capture your target audience’s initial search intent and move them to the bottom of your sales funnel.

4. Campaign Launch and Monitoring

Now that you have optimized paid search marketing ads, well-designed landing pages and a robust search engine marketing strategy, you are almost ready to launch your PPC search engine marketing campaign. Our SEM agency manages your campaign settings, such as locations, languages, networks and devices, to determine how your ads will run. Upon the campaign launch, we closely monitor your ad performance.

5. Evaluation and Analysis

Benchmarking campaign results against your paid search marketing goals is key to measuring your SEM success. We track and evaluate your key performance indicators (KPIs), including click-through rate (CTR), Quality Score, search impression share and cost per conversion. The analytics results allow us to optimize your next paid search engine marketing campaigns for higher conversions.

Now that you know what is search engine marketing and how it works, the next step is determining whether SEM PPC is worth your investment. Let our SEM company walk you through the advantages of capitalizing on search engine marketing early on.

Is PPC Search Engine Marketing Essential to My Business?

Yes. No matter if you own a local brick-and-mortar store, an eCommerce business or a large enterprise, paid search marketing should be a part of your digital marketing strategy.Search engine marketing experts estimate that it takes seven to 13 interactions with a brand before a prospect converts. Google search advertising is a cost-effective way to increase brand familiarity.

SEM digital marketing makes your business more visible in search engines. And unlike traditional advertising tactics, internet search engine marketing connects your company with an extremely targeted audience segment. Here are more advantages of PPC search engine marketing:

Better Brand Recognition

Internet search engine marketing allows you to choose and bid on the most accurate keywords that match your customers’ search intent. Additionally, Google SEM enables you to place your brand name in the ad’s headline, display URL, description and extension link. These tactics increase your chances of securing the ATF Google search results, boost your brand awareness and bring fast visibility to your products and services.

Greater Campaign Control

SEM digital marketing makes it easy to manage your advertising budget, campaign scope and brand messaging. Unlike in SEO, where search engines decide how organic search results are displayed, Google search advertising gives you control over your calls-to-action (CTAs), ad schedule, audience targeting and other aspects of your Google SEM ads.

Increased Conversion

One of the key benefits of Google SEM ads is its ability to provide near-immediate results with a fast return on investment (ROI). With the right search engine marketing solutions, you can generate new sales and conversions on the same day. However, keep in mind that continuous Google search advertising and campaign revamp are essential to ensure your year-over-year growth.

Measurable Growth

Internet search engine marketing enables you to test your ad performance and measure the results for each campaign. With access to in-depth analytics and campaign data, you can determine which ads generate the highest conversion rate for your company in terms of CTR, clicks, impressions and other metrics.

Specific Targeting

Statistics show that more than 30 billion Google searches are conducted every month and 99.9 percent of these global searches do not apply to your audience targeting approach. With SEM PPC, you can leverage various targeting options, such as geo-targeting, ad scheduling and device targeting, to bolster your ad performance and ensure your Google SEM campaign shows up in the right places.

Improved Organic Traffic

Research shows that more than 93 percent of online experiences begin with a search engine. This means gaining higher search visibility positions your brand where the majority of your customers are. By knowing what is SEM and how you can leverage it to your advantage, you can drive high-quality traffic to your website from search engines.

SEO vs. PPC vs. SEM: What’s the Difference?

Take Control of Your Advertising Campaigns

SEO, SEM and PPC are three commonly confused acronyms in the digital marketing realm. To help you navigate the online marketing sphere and better understand what is search engine marketing and how it differs from other internet marketing methods, our search engine marketing agency discusses in detail the difference between these terms:

Search engine optimization is the practice of improving your website structure and content to appear on the SERPs, attract high-converting traffic and boost your organic search ranking. It involves on-page and off-page optimization.

Pay per click advertising is a paid search model designed to promote brand offerings across multiple online platforms, including search engines, websites and social media channels. In paid search advertising, you pay for each action on your PPC ads.

Search engine marketing encompasses both SEO and PPC. However, it is most commonly associated with paid search. In SEM, you pay to position your website at the top of pertinent search results.

“PPC and SEM operate on a paid advertising model, distinct from SEO. While PPC targets brand awareness and specific customer segments through paid search, SEM combines SEO and PPC strategies for optimal results.”

“Partner with our search engine marketing company to craft a winning SEM PPC campaign. We design a growth marketing plan tailored to your objectives, identifying how your target customers search throughout their purchase journeys. With compelling SEM ads, we guide prospects towards deeper brand engagement.”

SEO vs. PPC vs. SEM: What’s the Difference?

Let’s explore the different internet search engine marketing options that you can use depending on your goals. Partner with our SEM agency to learn more about improving your internet search engine marketing campaign’s performance.

SEM PPC Advertising

Acquire Highly Targeted Leads With the Right Marketing Tactics

The digital landscape is constantly changing. Now, more than ever, search engines and customers demand a more targeted approach to keep your brand relevant in your respective field. At Howweb Digital Experts Agency, we assess a plethora of website search engine marketing strategies to ensure you invest in a guaranteed way to boost your search visibility.

There are numerous types of PPC search engine marketing tactics that you can employ to achieve your goals:


Display advertising focuses on attracting online users’ attention to convince them to take a specific action, such as signing up for a newsletter or registering for a free software trial. Display ads are made up of texts, images or videos that appear in designated areas of a website or social media platform. The goal of display advertising is to encourage page visitors to click through to a landing page and complete an action.

Display advertising campaigns are charged on a cost per click (CPC) basis. This means you pay for every click on your ads. There are various forms of display ads to choose from, depending on your purpose:

Banner Ads

These are image-based ads that aim to get page visitors from the host website to the advertiser’s website. With this display advertising method, you are charged per impression, click or action. Our display advertising agency combines static and animated media to attract your prospects’ attention and compel them to click through.

Video Ads

YouTube marketing and social media advertising platforms opened a new avenue for marketers to immerse their brands into a user’s browsing experience. Video ads appear before, during or after a video stream. To capture your prospects’ attention out of the gate, our display advertising agency develops engaging video ads with robust CTAs.

Invest in results-driven display advertising services and get more potential clients to engage with your brand. Our display advertising agency works closely with your team to determine the best display advertising services to start with.

Interstitial Ads

These are interactive, full-screen display ads that show up before users are directed to the original page they requested. Interstitial ads boast a high impression rate because they engage users with relevant content at natural pauses in a platform’s flow. At Howweb, our SEM experts determine the perfect time and place to embed your ads to generate more clicks.

Rich Media

One of the key aspects of our display advertising services is driving brand engagement within your specified timeline. Rich media ads allow us to add a twist of creativity to bland ads to generate a higher engagement rate.


Extend Your Digital Presence Beyond Your Website

Google Shopping serves as a robust advertising platform for eCommerce businesses to generate sales and revenue. Google Shopping ads are also called Product Listing Ads (PLA), which appear within the Google search results for a product. These types of ads are particularly effective because they display prices and high-quality images of merchandise from various brands on the product listing.

No matter if you own an offline store or a thriving eCommerce business, Google Shopping ads are an excellent investment to boost your sales. Since product ads appear at the top of SERPs, you gain more qualified traffic from prospects with clear buying intent.

To help you get the most out of your Google Shopping ads campaign, our SEM experts segment your ads by intention. We create two different campaigns to capture branded and non-branded searches. This way, we determine which ad campaigns deliver the highest conversion at a lower cost.
As a trusted SEM company, we also:

  • Keep your pricing competitive
  • Optimize your product data
  • Use smart bidding strategies
  • Test bids extensivelya
  • Place keywords on your product title
  • Connect your Google Shopping ads to your physical store
  • Enlist our SEM services and let us help you maximize your ad budget for Google Shopping! Call our search marketing agency now to learn more about our SEM services.


Remarketing has been a buzzword in the website search engine marketing realm, but only a few truly understand how it works. What is remarketing and how can you leverage it to your advantage? Our remarketing agency gets into the detail of AdWord remarketing to bolster your SEM knowledge.

What Is Remarketing?

"Remarketing, a facet of website search engine marketing, targets prospects who've shown interest in your brand or visited your site before. Through Google remarketing, we keep your brand visible, enticing clicks and encouraging further exploration of your offerings."

"Google remarketing ads appear as users browse the web, read news, or watch YouTube videos. Even if visitors didn't take action on your site, our AdWord remarketing campaigns keep your brand visible across relevant online platforms."

"Our remarketing company seamlessly integrates AdWord remarketing tags on your site, capturing page visitors for audience lists via browser cookies. Customize ad triggers and code placement for precise audience targeting, empowering you with greater control over your Google remarketing campaigns."

Why Should I Invest in Remarketing?

AdWord remarketing offers numerous benefits for your business. Besides enhancing your brand recall, Google remarketing services also expose your ads on a broad array of participating websites. Furthermore, our remarketing company offers remarketing solutions that:


Is your business visible on YouTube? Statistics show that there are nearly 2 billion YouTube users worldwide. What’s more, YouTube is the second-most visited site after Google. If you have not yet invested in YoutTube video advertising, you need to reconsider your paid search marketing efforts.

YouTube advertising is a PPC search engine marketing method that focuses on creating engaging YouTube video ads and optimizing them to capture the attention of prospects who are unfamiliar with your brand. There are various types of YouTube video advertising that you can use to boost your YouTube marketing efforts:

1. TrueView Ads

This is the standard YouTube video ad you see on the platform. With TrueView ads, you only pay when viewers watch or interact with your YouTube video ads. Skippable TrueView ads are between 12 seconds to six minutes long. Non-skippable YouTube ads, on the other hand, are 15-20 seconds long.

There are two types of TrueView YouTube ads with which you can optimize your marketing campaign. Video Discovery Ads are YouTube ads that appear on the search results page, YouTube homepage or as related videos on YouTube video watch pages. In-Stream Ads, on the other hand, are a type of YouTube video ad that appears before the video selected on YouTube plays. In-stream ads can also be placed in the Google Display Network (GDN) or websites that purchased Google video ad space.

2. Pre-roll Ads

Pre-roll YouTube ads play before, during or after the main video. With this type of YouTube video marketing, you have 15-20 seconds to showcase your unique value proposition. There is also a non-skippable pre-roll YouTube video ad that runs for 10 minutes or longer. We recommend pre-roll YouTube video advertising if you are releasing a new product or promoting a major event, such as a webinar or a course enrollment.

3. Bumpers

Bumpers are the shortest YouTube video marketing ads, running for only six seconds. This YouTube video advertising method complements larger video campaigns, such as new product launches or event promotion. The key is to use the six-second duration wisely to fit your brand messaging and encourage the viewers to take your desired action.

At Howweb, our YouTube video marketing services are designed to maximize your pay per view and generate the highest possible return. Our YouTube marketing company works closely with your team to understand your goals, establish your YouTube advertising metrics and ensure our YouTube marketing services meet your standards.

SEM vs. SEO: Do You Need Both?

Increase Your Search Engine Visibility With Comprehensive Online Solutions

Many business owners often wonder which digital marketing strategy to invest in: search engine optimization or search engine marketing solutions? If you’re one of these people, our search marketing firm is here to help you decide what online marketing service you need.

First, you must understand that it is not a matter of identifying which technique is better but which is more applicable to your circumstance and budget. Both organic and paid search marketing tactics can propel your business to the top of search results. The key is maximizing your options and partnering with the right search marketing company.

SEO is an excellent business marketing strategy for long-term growth. Every business needs a robust SEO system for greater searchability and visibility. Search engine optimization allows you to:
Establish brand awareness
Build a steady stream of organic traffic
Boost online credibility
Gain online trust
Gather market insights
Provide a better online experience to users

Search engine marketing services, on the other hand, are ideal for brands that want immediate results. With SEM, you utilize paid advertising techniques to support your SEO campaigns and gain higher visibility in SERPs. SEM services allow you to:
Launch geo-targeted ads
Pay only per action
Split test ad copies for better conversion
Experiment on your keyword strategy
Secure the ATF content on search results
Track your ad budget

SEO and search marketing services work best together at achieving your desired results. Instead of relying on only one marketing technique, we recommend that you commit to both organic and paid search marketing services to see campaign growth.

SEM Services

Howweb Digital Experts Agency is a venerable search marketing firm headquartered in Arlington, Texas. For more than 15 years, we’ve been helping hundreds of clients from various industries enhance their brand awareness and claim their spot on the coveted first page of search results.

Our SEM agency has worked with local businesses and industry giants in discovering their greater market potential. Take a glimpse at how our paid search agency has helped these three companies acquire fast ROI:

Keyword Research and Strategy

Find the right keywords and improve your internet search engine marketing campaign. Our paid search agency categorizes your keywords based on search intent, value, search volume and specificity of your brand offerings. We also perform competitor benchmarking to expand your keyword list and identify keyword themes that support your target customers’ click behavior.

eCommerce Advertising

Partner with our search marketing agency and let us help you create a dynamic eCommerce advertising strategy that fits your budget. Our search marketing experts identify your strong value proposition, determine your profit potential and evaluate your demand curve. Using data and analytics, we create compelling ad copies and maximize targeting options to grow your sales and get quicker results.

Paid Search Advertising

Statistics show that nearly 41 percent of consumers will click on an ad when presented with relevant, engaging content. Boost your lead generation and acquire immediate results with budget-friendly paid search advertising and YouTube marketing services. We perform thorough keyword research, create ad group segments based on search intent, determine negative keywords, write persuasive ad copies and track your paid search visitors to improve your Quality Score and ad rank.

Bing and Google Ads Management

Dominate major search engines and zoom past the competition with Bing and Google Ads management. We take a multi-channel approach to boost your brand association and leverage numerous conversion opportunities across online platforms. Our search marketing agency analyzes your customers' online behavior, expands your device targeting and adjusts your bid strategies based on campaign performance to claim a higher ad position and acquire better CTRs.

Amazon PPC

Get maximum visibility and impressions with Amazon sponsored ads. Our search engine marketing consultants optimize your Amazon PPC keyword strategy, adjust bids based on ad placements and structure ad campaigns depending on product performance. We experiment with various campaign parameters and monitor your advertising cost of sale (ACoS), ad performance and sales to develop Amazon PPC strategies that bring in new buyers and drive more sales for your brand.

Social Media Paid Advertising

Display your ads on popular social media platforms and target specific audience segments that have high purchasing intent. As your trusted search marketing firm, we provide integrated social media paid advertising and YouTube video marketing services to boost your brand exposure and attract more prospects. We launch text-based, image and video ads and leverage social media analytics to track your campaign performance.

Ads A/B Split Testing

Our search marketing company creates and tests multiple versions of your ads to understand which one produces a positive ROI for your business. From your ad copy and variant designs to your CTA and audience targeting, expect us to test different aspects of your search engine marketing campaign. Schedule a consultation with one of our SEM consultants and let’s talk about your campaign implementation and optimization.


We launch remarketing campaigns to create ongoing reminders of your brand offerings and get more cost-effective results. Our remarketing agency sets up your remarketing codes, targets specific visitor segments and creates relevant ad copies that entice high-value prospects to click through and explore what your brand has to offer. Whether you need help with text-based ads or YouTube video ads, our YouTube marketing company has got you covered.

Video Advertising

Studies show that approximately 72 percent of consumers prefer video content over text when learning about a product or service. Maximize our YouTube marketing services to drive awareness, engagement and conversions to your brand. Our YouTube video marketing company includes keyword-rich titles, descriptions and tags on your ads and focuses on mobile optimization to convey your brand message effectively on any device.

Landing Page Conversion

Convert website traffic into qualified leads with help from howweb professional SEM consultants. Our search marketing experts craft keyword-driven content for your target personas, use robust headlines and CTAs and place unique images that resonate with your ideal customers. We strategically position your landing page elements to create an emotional connection with your page visitors and drive more conversions.

SEM PPC Management

At Howweb, we are committed to minimizing your overall expenditure and increasing your campaign efficiencies. Our search marketing experts oversee your paid advertising campaigns, from keyword research and analysis and campaign management to ad optimization and analytics assessment. Trust us to provide PPC management services focused on your bottom line.

Search Engine Optimization

Secure your spot at the top of search results with howweb website search engine marketing. We optimize your site structure, write unique, engaging content and leverage multiple online platforms to enhance your brand recognition and establish your online authority. Our search marketing company implements SEO and PPC best practices to ensure your brand stays top of mind with your target market.

Why Choose Howweb Digital Experts

We Execute Growth Strategies for Sustainable Success

Howweb Experts Agency is a leading innovator in the PPC search engine marketing realm. Our YouTube marketing agency develops systematic internal processes to ensure all our client campaigns and support services reach successful completion.

Recognized Trailblazer in Digital Advertising

Howweb Digital Experts Agency has been acknowledged by numerous industry review sites for its advertising skills and expertise. As a certified Google Partner, we continuously enhance our organic and paid search engine marketing tactics to give your brand the online recognition it deserves. Trust us to go above and beyond to meet industry standards and safeguard your online presence.

Full-Service Online Solutions

We understand that search engine marketing is only one of the many digital marketing tactics necessary to achieve long-term success. That is why our YouTube marketing agency provides comprehensive digital marketing services designed to boost your conversion rate. Besides SEM PPC, we also offer SEO, social media marketing, website hosting, eCommerce optimization and reputation management. Schedule a consultation with us and let’s discuss the strategies that work best for your company.

Diverse Expertise

Over the years, our YouTube video marketing company has assisted numerous market players with their SEM advertising campaigns. From funeral homes and law firms to manufacturing companies and eLearning institutions, we develop a deeper understanding of each industry we partner with to provide custom internet search engine marketing solutions that yield desired results. Choose howweb and let us help you achieve your online marketing goals.

Search Engine Marketing Experts

Website Search Engine Marketing (SEM)can be a time-consuming, albeit rewarding, process. Without expert skills and experience, your SEM campaign is likely to fail. At Howweb, we bring our technical expertise and knowledge to ensure your ongoing and remarketing campaigns are on track. Our SEM experts thoroughly evaluate your website to develop paid and organic strategies tailored to your needs and financial capacity.

Dedicated Account Managers

Project management can be a bit stressful if you don’t have the right people in your team. Choose our YouTube video marketing company and work with proactive, dedicated account managers. From inception to completion, we work closely with your team to ensure you get your money’s worth. Our SEM experts schedule regular consultations with you, giving special attention to all your concerns and queries.

Comprehensive Campaign Reports

Our YouTube marketing company invests in the latest software to improve our reporting systems and methods. From the smallest updates and campaign hurdles to the biggest wins, we include everything in your monthly reports, so you get the low-down on your campaign progress. More importantly, we demonstrate how we achieved your month-over-month growth to keep you up to date with every detail of your campaign.