![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-19-1024x933.jpeg\" "\\"What")
<\/figure>\n\nIn this article, we\u2019ll cover:<\/p>\n\n
- \n
- How search engine marketing works<\/li>\n\n\n\n
- How ad auctions work<\/li>\n\n\n\n
- SEM best practices<\/li>\n<\/ul>\n\n
Let\u2019s get started.<\/p>\n\n
SEM vs. SEO<\/strong><\/h3>\n\n
SEM is a digital marketing strategy used to increase your site\u2019s visibility in search results. This can include both paid and organic (SEO<\/a>) efforts.<\/p>\n\n
While SEM broadly covers more than just paid marketing, it\u2019s often also referred to as pay-per-click (PPC<\/a>) marketing. This is a business model where marketers pay each time someone clicks their ad.<\/p>\n\n
SEO, on the other hand, refers to organic results\u2014i.e., \u201cfree\u201d traffic as a result of providing relevant, useful content that ranks well on Google.<\/p>\n\n
An effective SEO strategy<\/a> can help you earn long-term traffic, while search engine ads can help improve your visibility and earn clicks from people ready to buy your product.<\/p>\n\n
While SEM is a nuanced term, we\u2019ll focus on using it to reference a paid search strategy from here on out.<\/p>\n\n
How Does Search Engine Marketing Work?<\/strong><\/h2>\n\n
SEM can be a powerful way to reach new customers and drive revenue because it ranks your site above organic results on the SERP<\/a>.<\/p>\n\n
Just look at the SERP for \u201cmeditation apps.\u201d Headspace ranks first organically, but also holds the top Google ad spot:<\/p>\n\n
You may be wondering why they\u2019re bidding on the keyword if they already rank organically.<\/p>\n\n
The reason is simple: they take up more real estate on the SERP this way. And even if their organic rankings fluctuate, they still have a chance to appear at the top of the page.<\/p>\n\n
It\u2019s especially important to hook users from the top of the SERP if they\u2019re ready to buy. Otherwise, they may choose the easiest, most visible option (which may be your competitor\u2019s ad).<\/p>\n\n
But for your site to appear at the top of the SERP, you\u2019ll need to win an ad auction.<\/p>\n\n
To secure coveted paid ad spots at the top of the SERP, advertisers bid on keywords<\/a>. Whoever wins the auction gets the top spot.<\/p>\n\n
For our purposes, let\u2019s cover how bids work in Google Ads<\/a>.<\/p>\n\n
To enter an ad auction, you\u2019ll need to identify two important things:<\/p>\n\n
- \n
- The keywords you want to bid on<\/li>\n\n\n\n
- How much you\u2019re willing to spend per click for each keyword<\/li>\n<\/ol>\n\n
To identify the right keywords to bid on, use Semrush\u2019s Keyword Magic Tool<\/a>.<\/p>\n\n
Open the tool, enter a word or phrase that\u2019s relevant to your business, and hit \u201csearch.\u201d<\/p>\n\n
You\u2019ll see potential keyword ideas for your PPC campaigns. Not all of these will make sense targeting with your ads.<\/p>\n\n
Generally, you\u2019ll need to choose the ones that are likely to convert. We cover how to make smart keyword choices later in this guide<\/a>.<\/p>\n\n
Identify Keywords for Your PPC Campaigns<\/p>\n\n
with the Keyword Magic Tool, the Biggest Keyword Database on the Market<\/p>\n\n
Try for Free \u2192<\/a><\/p>\n\n
Now, in terms of how much you\u2019re willing to spend per click for each keyword, the right price will depend on your industry.<\/p>\n\n
For example, the average CPC for insurance and legal is higher than less competitive niches like home and garden.<\/p>\n\n
Learn more about some of the expensive industries here<\/a>.<\/p>\n\n
Once Google determines that the keywords you bid on appear in users\u2019 search queries, your ads will be entered into the auction.<\/p>\n\n
Ads will only appear on searches with enough commercial intent (i.e., users are ready to buy). Like the ad for Headspace above\u2014people are ready to buy a subscription.<\/p>\n\n
Whereas informational searches like \u201cwhat is copywriting<\/a>\u201d only display organic results:<\/p>\n\n
There are also several factors that influence whether or not your ad will win the bidding, even if it\u2019s a good fit for the keyword.<\/p>\n\n
Here\u2019s how Google decides which ad will win.<\/p>\n\n
According to Google Ads guidelines<\/a>, there are five main factors that they consider during an ad auction:<\/p>\n\n
- \n
- Maximum bid: The maximum amount you\u2019re willing to pay for a click on your ad<\/li>\n\n\n\n
- Quality Score: The formula that Google Ads uses to determine the relevance of your ad, or how useful it will be for the user<\/li>\n\n\n\n
- Impact of ad extensions: The additional information you provided in your ad (phone number, links to specific pages, etc.)<\/li>\n\n\n\n
- Ad rank: Ad rank is a combination of your bid and the quality of your ad and landing page. Google requires ads to meet a minimum quality threshold in order to be shown in a higher position.<\/li>\n\n\n\n
- Ad context: When calculating ad rank, Google takes context into account. This includes the search term used, the user\u2019s location, the time of search, the device used, and more.<\/li>\n<\/ol>\n\n
Pro tip: You can monitor\u2014and work to improve\u2014your Quality Score in your Google Ads account.<\/p>\n\n
The maximum bid refers to Google\u2019s automated bidding strategies<\/a>, which you have full control over. The same is true for ad extensions that might impact your ad performance.<\/p>\n\n
The Quality Score, however, is a number between 1-10 assigned to you by Google. And it\u2019s the reason why your ad only wins auctions for relevant queries.<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-76-1024x710.png\" "\\"What")
<\/figure>\n\nThe Quality Score is the gatekeeper of PPC advertising\u2014it ensures that the ads users see are helpful and relevant.<\/p>\n\n
If your ad matches too many irrelevant or generic queries, the costs of your paid search will rise exponentially.<\/p>\n\n
This can damage your return on investment (ROI), and likely won\u2019t yield the results you hoped for.<\/p>\n\n
SEM Best Practices & Helpful Tips<\/strong><\/h2>\n\n
To craft a successful ad campaign, you\u2019ll need to structure your campaign correctly, choose the right keywords, write solid ad copy, and analyze competitors\u2019 ads.<\/p>\n\n
Here\u2019s how to get started:<\/p>\n\n
Set Up Google Ads Account & Campaign Structure<\/strong><\/h2>\n\n
Follow these steps from Google<\/a> to set up your Ads account. But don\u2019t just jump into your first campaign.<\/p>\n\n
Make the most out of your paid search budget by structuring your campaigns strategically. Here are the four parts of an ad that you need to familiarize yourself with:<\/p>\n\n
- \n
- Campaign: Set of ad groups that share a budget, target location, and other settings<\/li>\n\n\n\n
- Ad group: Sets of keywords divided by theme<\/li>\n\n\n\n
- Keyword: Terms you are bidding on<\/li>\n\n\n\n
- Ad: Copy that users will see when your ad is triggered<\/li>\n<\/ul>\n\n
Set up your ad groups so that they target specific keyword clusters that will resonate with your audience. Bidding on keywords randomly will waste a lot of your budget.<\/p>\n\n
Here\u2019s what a well-structured Google Ads account looks like:<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-74-1024x977.png\" "\\"What")
<\/figure>\n\nThe ads are grouped together topically to ensure strategic bids.<\/p>\n\n
To learn how to find relevant keywords, read on.<\/p>\n\n
Choose the Right Keywords<\/strong><\/h2>\n\n
Good keyword research<\/a> is the first step to a successful search engine marketing campaign because it allows you to target the right audience.<\/p>\n\n
And getting your links in front of the right audience\u2014i.e., people who are ready to buy\u2014means more clicks and purchases.<\/p>\n\n
The \u201cright\u201d keywords for your campaign depend on many factors, including search intent, volume<\/a>, competition, and cost per click<\/a>.<\/p>\n\n
If you\u2019re starting paid keyword research from scratch, head over to our Keyword Magic Tool<\/a>.<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-21-1024x508.jpeg\" "\\"What")
<\/figure>\n\nEnter a keyword that\u2019s relevant to your business and scroll through the results to start brainstorming ad groups.<\/p>\n\n
Take advantage of the filters available and choose keywords to exclude (this is an easy way to add negative keywords, which we\u2019ll cover later).<\/p>\n\n
Here are the main things to consider when picking which keywords to target:<\/p>\n\n
Target Keywords with Commercial & Transactional Intent<\/strong><\/h3>\n\n
Google\u2019s algorithm takes search intent<\/a> and wording into account and serves the results it thinks are the best matches.<\/p>\n\n
Search intent has four main categories:<\/p>\n\n
- \n
- Navigational (looking for something specific)<\/li>\n\n\n\n
- Informational (learning about a topic)<\/li>\n\n\n\n
- Commercial (investigating products, services, or brands)<\/li>\n\n\n\n
- Transactional (intending to make a purchase)<\/li>\n<\/ul>\n\n
Here are some examples in action:<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-75-1024x587.png\" "\\"What")
<\/figure>\n\nThose looking for commercial or transactional keywords are more likely to make a purchase by the end of their search. So it\u2019s best to focus on these types of keywords for your ads.<\/p>\n\n
Many Semrush tools show the search intent behind keywords, including the Keyword Magic Tool:<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-20-1024x998.jpeg\" "\\"What")
<\/figure>\n\nReview Keyword Volume & Competition<\/strong><\/h3>\n\n
Aim for a mixture of broader, more competitive keywords as well as less competitive keywords that are highly specific to your audience.<\/p>\n\n
It\u2019s a balancing act\u2014you want your brand to show up for competitive keywords and also attract qualified leads.<\/p>\n\n
If you see a keyword you\u2019re interested in, first check the Volume column:<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-23-1024x633.jpeg\" "\\"What")
<\/figure>\n\nThere\u2019s no perfect search volume<\/a> because it varies by industry. So do preliminary research to see how expensive keywords are in your niche.<\/p>\n\n
If you\u2019re happy with the keyword volume, check the Competitive Density. This refers to the level of competition between advertisers bidding on a particular keyword.<\/p>\n\n
Competitive Density is shown on a scale between 0.00 to 1.00, with 1.00 being the most competitive.<\/p>\n\n
It can be found here:<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-25-1024x516.jpeg\" "\\"What")
<\/figure>\n\nOnce you find keywords with acceptable volume and competition, consider their cost per click\u2014i.e., how much you need to bid to win the auction.<\/p>\n\n
Look at Cost Per Click<\/strong><\/h3>\n\n
In a Google Ads auction, the ad with the best Quality Score and the highest bid will win the ad placement.<\/p>\n\n
This means that competitive keywords are more expensive.<\/p>\n\n
It can be worthwhile to go after competitive keywords if you have the budget but do your research first to get an idea of what the CPC will be<\/a>.<\/p>\n\n
You can use the Keyword Magic Tool or do so directly in Google Ads.<\/p>\n\n
Once you find your keyword in the Keyword Magic Tool, check the \u201cCPC\u201d column:<\/p>\n\n
If you plan to bid on a more competitive keyword, make sure not to bid too low or your ad may not get picked.<\/p>\n\n
This is generally true for all keywords, but you can get away with bidding less on niche keywords with lower competition.<\/p>\n\n
Choose the Right Keywords<\/p>\n\n
with the Keyword Magic Tool, the biggest keyword database on the market<\/p>\n\n
Try for Free \u2192<\/a><\/p>\n\n
Add Negative Keywords & Remove Duplicate Keywords<\/strong><\/h3>\n\n
Once you choose which keywords you plan to bid on, there are two things you can do to make sure your ads show up in front of the right audience: add negative keywords and remove duplicate keywords.<\/p>\n\n
Add Negative Keywords<\/strong><\/h4>\n\n
Add negative keywords<\/a> to a campaign or ad group to prevent your ad from showing up on irrelevant results pages.<\/p>\n\n
Let\u2019s say you chose \u201cfree\u201d as a negative keyword. Your ad won\u2019t be shown if someone includes \u201cfree\u201d in their search.<\/p>\n\n
Here\u2019s an illustration of how negative keywords work:<\/p>\n\n
A great place to start your negative keyword list is by looking for informational and navigational keywords<\/a> in the Keyword Magic Tool<\/a>, then moving them to your PPC Keyword Tool<\/a>.<\/p>\n\n
Start by entering your target keyword into the Keyword Magic Tool\u2019s<\/a> search bar.<\/p>\n\n
Then, filter out keywords by informational and navigational intent.<\/p>\n\n
Now you\u2019ve got a list of potential negative keywords. Go through the list and click the checkbox beside keywords you don\u2019t want to target with ads.<\/p>\n\n
Export your list.<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-24-1024x694.jpeg\" "\\"What")
<\/figure>\n\nOnce you have a list of keywords, head over to the PPC Keyword Tool<\/a>. Either create a new project or select an existing one.<\/p>\n\n
Then, go to your negative keywords tab.<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-22-1024x315.jpeg\" "\\"What")
<\/figure>\n\nClick on the \u201c+ Negatives\u201d button and select \u201cmanually.\u201d<\/p>\n\n
Paste your selected keywords into the field provided. Then hit \u201cAdd.\u201d<\/p>\n\n
When you\u2019re done adding keywords, hit the \u201cAdd keywords\u201d button at the bottom of the window.<\/p>\n\n
Finally, export your list so that you can upload it to your Google Ads<\/a> campaign.<\/p>\n\n
Remove Duplicate Keywords<\/strong><\/h4>\n\n
You only need to include a keyword once in each ad group. Otherwise, you\u2019ll be bidding on the same keyword more than once.<\/p>\n\n
So if two or more ad groups contain the same keyword, the ad with the highest Quality Score will show. In short, you\u2019d be competing with yourself.<\/p>\n\n
Once again, either create a new project or select an existing project.<\/p>\n\n
From your project dashboard, hit the \u201cRemove duplicates\u201d button.<\/p>\n\n
A window will pop up, showing you duplicate keywords.<\/p>\n\n
Select the duplicate keywords you want to remove and hit \u201cRemove selected.\u201d<\/p>\n\n
You can also use the tool to simply identify duplicate keywords and remove them<\/a> directly from your Google Ads account.<\/p>\n\n
Create the Perfect Keyword List<\/p>\n\n
with the PPC Keyword Tool<\/p>\n\n
Try for Free \u2192<\/a><\/p>\n\n
Write Compelling Ad Copy for SEM<\/strong><\/h2>\n\n
Now that you have all the building blocks to create a successful SEM campaign, let\u2019s dive into the last part: writing your ad.<\/p>\n\n
Each paid ad is made up of four components: a headline, a display URL, a description, and ad extensions.<\/p>\n\n
Let\u2019s cover best practices<\/a> for each component of a search ad, as well as the final result: the landing page the ad links to.<\/p>\n\n
Optimize Your Headline<\/strong><\/h3>\n\n
The headline is the most prominent part of your ad, so be clear and specific about what your business does and what products or offerings you have.<\/p>\n\n
You can choose 3 headlines per ad, 30 characters each.<\/p>\n\n
A good headline should:<\/p>\n\n
- \n
- Include simple, direct language<\/li>\n\n\n\n
- Use keywords naturally<\/li>\n\n\n\n
- Address user intent<\/li>\n\n\n\n
- Appeal to emotion or use humor (if it fits your branding)<\/li>\n<\/ul>\n\n
With that in mind, here are a few examples of headlines that would work well for a brand that sells sneakers:<\/p>\n\n
- \n
- Sneakers for Sale<\/li>\n\n\n\n
- Find Your Perfect Kicks<\/li>\n\n\n\n
- Shop Our Sneakers<\/li>\n<\/ul>\n\n
Choose a Display URL<\/strong><\/h3>\n\n
Your display URL<\/a> is the web address that appears on your ad. However, the landing page URL may be more specific.<\/p>\n\n
Let\u2019s say your shortened display URL is sneakers.com<\/p>\n\n
When a user clicks on the ad, the landing page URL (or final URL) might be something more specific like sneakers.com\/running-shoes<\/p>\n\n
The final URL should be the most relevant page on your site based on what the user searched for. The display URL is more of a teaser.<\/p>\n\n
Here\u2019s how to choose an effective display URL:<\/p>\n\n
- \n
- Help users anticipate what kind of page they will land on<\/li>\n\n\n\n
- Clearly show your brand name or what you sell<\/li>\n\n\n\n
- Keep it short and simple<\/li>\n<\/ul>\n\n
Write Click-worthy Descriptions<\/strong><\/h3>\n\n
Write two lines that entice users to click. These might be what your business offers, why customers should visit your website, or any other pertinent information about your business.<\/p>\n\n
Each description line can be up to 90 characters.<\/p>\n\n
Here are a few tips for writing solid ad descriptions:<\/p>\n\n
- \n
- Strategically place keywords so users can tell your ad matches their needs<\/li>\n\n\n\n
- Keep your messaging concise and to the point so users don\u2019t lose interest<\/li>\n\n\n\n
- Always include a call to action to entice clicks (\u201cshop now,\u201d \u201cplace your order,\u201d \u201cbook now,\u201d etc.)<\/li>\n<\/ul>\n\n
And here are some examples of descriptions you could use for our imaginary sneaker site:<\/p>\n\n
- \n
- Shop our Semi-Annual Sale to get discounts on our most popular styles.<\/li>\n\n\n\n
- More than 100 styles to choose from, plus free shipping and returns on every order.<\/li>\n\n\n\n
- Choose our Custom Sneakers to personalize the color and style of your kicks.<\/li>\n<\/ul>\n\n
Include Ad Extensions<\/strong><\/h3>\n\n
Use ad extensions to include additional information that may influence users to click.<\/p>\n\n
A few examples of ad extensions are: call buttons, location information, links to specific parts of your site, additional text, and more.<\/p>\n\n
Ads typically perform better<\/a> when ad extensions are present. However, they won\u2019t always show up as they are influenced by a few factors:<\/p>\n\n
- \n
- Ad rank: Site extensions appear when a minimum ad rank is met. Increase your bid and ad quality (or both) if your ad extensions aren\u2019t showing.<\/li>\n\n\n\n
- Position of your ad: There\u2019s only so much room on the SERP for ads, so ads ranked higher take priority. Ads in lower positions usually won\u2019t have as many extensions visible.<\/li>\n\n\n\n
- Other extensions you\u2019ve enabled: When you enter an auction, Google will identify the best possible combination of eligible ad extensions and formats. According to Google, \u201cYou will not be able to get a combination of extensions which gives more expected click-through-rate (CTR) than the expected CTR of a higher ad position.\u201d<\/li>\n<\/ul>\n\n
Read Google\u2019s full list of ad extensions<\/a> to learn more about specific types.<\/p>\n\n
Create a Corresponding Landing Page<\/strong><\/h3>\n\n
The landing page is where your users will go when they click your ad. The actual URL of this page is typically the same as your final URL.<\/p>\n\n
According to Google\u2019s policy<\/a>, your landing page and display URL (the one shown in your ad) must share a domain.<\/p>\n\n
Keep in mind that landing page experience is one of many factors that make up the Quality Score of a keyword.<\/p>\n\n
Here are a few things that determine the overall experience of your landing page:<\/p>\n\n
- \n
- Useful, relevant information<\/li>\n\n\n\n
- Easy navigation<\/li>\n\n\n\n
- Number of links on the page<\/li>\n\n\n\n
- User expectations (i.e., does the landing page match user expectations based on ad copy?)<\/li>\n<\/ul>\n\n
\n\nBe sure to regularly check your campaign structure and ad grouping, as well as the copy of your ad, to ensure you aren\u2019t wasting budget there either.<\/p>\n\n
And lastly, keep experimenting to ensure you\u2019re getting the best ROI for your efforts.<\/p>\n\n
Analyze Competitors\u2019 Ads<\/strong><\/h2>\n\n
When experimenting with your own ads, it\u2019s a good idea to review your competitors\u2019 ad copies and strategies. This allows you to review where they\u2019re succeeding and how to replicate it.<\/p>\n\n
Start by navigating to the search engine marketing analysis tool like Semrush\u2019s Advertising Research<\/a>:<\/p>\n\n
Go to the Ad Copies report.<\/p>\n\n
![\"\"](\"https:\/\/alienroad.com\/wp-content\/uploads\/2025\/12\/image-26-1024x465.jpeg\" "\\"What")
<\/figure>\n\nYou\u2019ll see a full list of ad copies from your competitor.<\/p>\n\n
Use the search bar to filter by product title or use the advanced filters to search by description or URL.<\/p>\n\n
If you click on the arrow below each ad copy box, you\u2019ll get a list of specific keywords the ad is ranking for:<\/p>\n\n
Aren\u2019t sure who you\u2019re competing with exactly?<\/p>\n\n
You can also plug your own site into the tool and head to the \u201cCompetitors\u201d report:<\/p>\n\n
Here, you\u2019ll find a Competitive Positioning Map highlighting your paid traffic competitors:<\/p>\n\n
Channels<\/a><\/p>\n\n
Search<\/strong><\/h3>\n\n
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