Search Engine Marketing – Should You Be Using It?

by | Jan 20, 2017 | Blog |

The competition for visibility in online search results is fierce, making it essential for brands to show themselves as a presence to be reckoned with online. Alongside search engine optimisation, search engine marketing can increase the visibility of your brand on the results page, meaning if you’re not there, your competition most likely will be.

Even though most search engines are now offering paid advertising, by far the most popular is Google AdWords, totalling around 80% of paid ads on the internet. Google AdWords has some great features, including;

  • You only pay when someone clicks. One of the reasons search engine marketing is so popular, is because you know exactly where your money is going. You will only pay when someone clicks on the ad.
  • You set your budget to control costs. With search engine marketing, you set the budget to whatever suits you. You can put a cap on what you spend daily and it’s flexible for you to change at any time.
  • Targeting. Search Engine Marketing allows you to target your ads by location, language, keyword, and audience.
  • Fast results. Organic search traffic is important for long-term website marketing, however it has a longer cycle to prove ROI. Search Engine Marketing can show results fast; you can start a SEM campaign on Monday and start seeing results in terms of traffic the next day (depending on a variety of factors, obviously).
  • Tracking. You can easily track how well your advertisement is doing online by viewing how many people you have reached, how many people have clicked on your link and how they have interacted with your site.

When set up correctly, you are almost certain to see the effects of your campaigns through increased traffic to your website, with the intent to increase conversions. But when set up incorrectly, Google AdWords can eat through your budget quickly, by either being badly targeted or being poorly managed.

One client we are working with has recently experienced just this. An employee had set up a Google AdWords account using a personal email, meaning no one else had access to the account, then kept campaigns running which were no longer necessary. The campaigns were later discovered and turned off, but by this time the company had already suffered a loss of around £9,000.

Correct management of your account decreases the risk when running PPC ads, and can increase your chances of running a successful campaign. If you’d rather outsource your online marketing to a specialist, make sure the company you choose are fully trained and certified, for example Google Partners are approved by Google to manage PPC campaigns.

Outsourcing to a specialist can also save you time and they will be able to provide advice and solutions that otherwise may not be available.

If you wanted more information on PPC campaigns or Hyphen’s Google Partner status, contacts us by calling 0116 232 5931 or send an email to

Until next time,