Targeted advertising for immediate visibility
Your SEM agency in Montreal
SEM, or Search Engine Marketing, encompasses all techniques aimed at promoting a website on search engines.
The advantage of SEM? It guarantees immediate visibility to a specific target audience. Unlike SEO, which aims to deliver results in the medium to long term, SEM brings traffic and results in the short term, perfect for launching your website or targeting a key period for your business.
How do SEM services work?
SEM means paying to appear at the top of the results when someone searches for your product. We choose keywords, write ads, and set a budget. Each time someone searches, a mini-auction decides which ads are displayed. Platforms such as Google Ads favor those that combine a sufficient bid with high relevance.
This means you only pay when someone clicks, and then we measure what the click produces (call, sale, lead) to reinvest in what works and cut the rest. The result? Immediate, controlled, and adjustable visibility.
The steps of an SEM strategy
Defining the strategy
Before publishing ads and paying for clicks from users who are not very interested, it is best to plan your strategy and think long term in order to optimize your results and structure your points of contact with your customers.
To design an effective SEM strategy, here is what is important to consider:
- Define your priority objectives (acquisition, brand awareness, conversions, and success indicators).
- Establish your audience and its intentions: what terms are they searching for, what are their needs, and how mature is the audience?
- Establish the role of each channel (Search, Shopping, Display, YouTube), when and why to activate them.
- Define the message and the offer (and clarify it!).
- Define your budget and how it will be allocated over time and across channels.
Every SEM campaign must begin with the implementation of a solid SEM strategy, which will serve as a compass to guide the initial actions.
Creating ads
Once you have clearly defined your SEM strategy, it’s time to create your ads and launch them. Behind every ad that flashes on your screen lies a world of creativity and analysis, as well as many hours of work.
To create ads that perform well, it is important to:
- Write good headlines and descriptions that incorporate key intentions, benefits, and social proof
- Activate useful assets/extensions (related links, taglines, excerpts, prices, forms, images) to gain visibility and relevance.
- Produce visuals/videos that are appropriate and consistent with your brand.
- Create variations based on intent, audience, device, and time of day.
- Set up query exclusions and locations to avoid.
- Plan A/B tests (headlines, visuals, CTAs, landing pages).
- Plan performance measurement tracking (GTM events, UTMs, campaign names).
The SEM strategy creation stage is crucial. This is when our agency transforms words and visuals into click magnets to capture attention and create conversions.
Performance monitoring
Once the ads have been launched, it’s time to monitor their performance. Because yes, the work doesn’t stop when the ads go live.
Our SEM agency’s monitoring is organized around:
- Clear and concise monitoring reports.
- Continuous optimization based on results (queries, bids, budgets, schedules, areas, etc.).
- Monitoring of key indicators and attribution.
Performance monitoring allows us to measure the relevance of our ads, track investments, and identify necessary adjustments to campaigns.
Our latest SEM strategies in action
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