Business to Business (B2B)
Digital Marketing Asia-Pacific (APAC)

We’re in the business of improving yours.

What is SEM?

Search Engine Marketing or SEM is the practice of making your products and services easily discoverable on search engines when prospective customers need them. It plays a vital part in your inbound marketing mix, especially in today's markets where potential customers spend a lot of time online.
Search Engine Marketing
SEM Google How It Works2

How does SEM work?

SEM involves coming up with digital search ad campaigns that connect your products or brand with search keywords, usually connected to the needs of your ideal customer. It is effective as it's less intrusive than classic marketing tactics, and can capture customers at specific stages of the marketing funnel.

What can B2B marketing be used for?

One thing’s certain: B2B marketing delivers results. B2B marketing offers these solutions:
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Product Awareness
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Lead Generation
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Consumer Loyalty
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Client Re-engagement
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Customer Upselling
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Consumer Education

To have your products and services appear at the top of search results, you will need a combination of good Adword CPCs and keyword quality scores. Achieving good quality scores and improving the relevance of your brand will reduce your CPCs and give the best ROI on your media spend.

To ensure our team is well-informed about the best practices for Google Adwords campaigns, we renew our certifications every year.

Exams that our team members take annually:
Adwords Fundamentals | Search Advertising | Display Advertising | Mobile Advertising

Here’s what we do to help our clients get there:

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Media Planning

Most SEM campaigns have either of these two goals: AwarenessorLead Generation. In Awareness-driven campaigns, the typical KPI is impression or traffic. For Lead Generation campaigns, the KPI is usually the number of leads or eCommerce conversions. Once we determine the key objective, we'll generate a media plan and estimate the cost of acquisition and likely performance of the campaign.

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Building Buyer Persona

In this phase of the project, we look carefully into interests, lifestyles, and concerns that relate closely with your target customers. By crafting highly relatable ad copy and speaking the language familiar to your customers, we can achieve higher Click-Through Rates (CTR).

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Web Asset Design & Production

Some of our clients approach us for campaigns that use Google Display Network (GDN) and other ad publishing networks. For these campaigns, static or HTML-5 web banner design is required. We have cut our teeth working on hundreds of banners for our clients, including McDonald’s, Changi Airport, and American Express.

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Campaign Setup and Optimisation

During the setup process, campaign rules and keyword need to be set within the Adwords platform. Here, we also conduct our A/B testing for the ad sets and optimise the content to get a good click-through rate (CTR) that meets the campaign goals. Only then do we commit the main portion of the media budget. CTRs of 2-3% are the average; for truly niche businesses, it can be as high as 17%.

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Reporting

We generate reports on a weekly or monthly basis to actively track the campaign performance. Analysing the ad performance data from different channels allows our clients to see what’s working and what’s not. Often, it also brings out new windows of opportunity for our clients, which we can help them capitalise on.

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Web Asset Design & Production

An effective landing page is key in the success of SEM campaigns, especially for campaigns centered around lead generation. The other aspects of work that we do provides the desired CTR (i.e. traffic to your website), but it takes an optimised website to convert visitors into warm leads and paying customers.

Providing page visitors with effective content and an easy sign-up process is crucial in helping our clients achieve their desired campaign KPIs.

What does success in SEM look like?

At a basal level, a substantial number of new customers is what defines success for most of our clients. For some of our clients, we were able to go above and beyond by lowering their Cost per Lead (CPL i.e. acquisition costs). In a major tech company’s case, we successfully cut their CPL by 50% through very specific targeting, relatable content, and effective landing pages.

Year: 2017
During Chinese New Year 2018, Giant wanted to be the most visible grocery retailer, in terms of search rankings for important festive and food-related keywords. We developed a large collection of very targeted premium content to help Giant rank in the top 3 positions for over 99 keywords during the 3-month-long campaign. As a bonus, even long after the campaign has ended, some of the pages are still the top result for certain keywords.

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Year: 2017
About the project: During Chinese New Year 2018, Giant wanted to be the most visible grocery retailer, in terms of search rankings for important festive and food-related keywords. We developed a large collection of very targeted premium content, to help Giant rank in the top 3 positions for over 99 keywords during the 3-month-long campaign. As a bonus, even long after the campaign has ended, some of the pages have so much relevancy, they are still the top result for certain keywords.

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Some readings to inform your SEM efforts

Data

Construct Digital has an in-house data team that serves to make sense of your existing data prior to any campaign, and new data created during the campaign.

Strategy

Construct Digital has an in-house data team that serves to make sense of your existing data prior to any campaign, and new data created during the campaign.

Marketing

Construct Digital has an in-house data team that serves to make sense of your existing data prior to any campaign, and new data created during the campaign.

Development

Construct Digital has an in-house data team that serves to make sense of your existing data prior to any campaign, and new data created during the campaign.

Ready for more customers?
Talk to us.

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