SEM agency – what is it and how to choose one?

BY Arek Morawski

Choosing the right partner can make a significant difference to the growth of your business. A well-chosen SEM agency can be a key element in the growth of your business.

So how do you avoid making a mistake and find the right team to develop and implement your search engine marketing strategies?

Looking for a trusted SEM agency?

Search Engine Marketing – what it is?

SEM stands for Search Engine Marketing. It includes both paid activities (PPC – Pay Per Click campaigns) and (theoretically) free activities (SEO – Search Engine Optimisation, i.e. optimising websites to achieve the highest possible positions in search engines).

SEM activities are considered to be one of the most effective forms of marketing, especially when it comes to online businesses. Although not exclusively – ‘offline’ businesses can also benefit from online promotion. In the US, the majority of companies’ marketing budgets are already spent on SEM. Therefore, a well chosen SEM agency will maximise the impact of search engine promotion.

team of people working in SEM agency

SEM agency – what does it do?

The role of the SEM agency is to run performance campaigns (i.e. campaigns aimed at achieving a specific action from the target audience, e.g. a click or a purchase) and search engine activities.

These may include paid campaigns – for example, in Google Ads, YouTube Ads, Bing Ads or Yandex Ads, which operate in the PPC model. Payment for activity in such campaigns is only made after the relevant action has been taken – for example, a click, a document downloaded, a form filled in or simply a purchase made. The cost of such campaigns can vary depending on the industry, complexity and competition – but the payment model makes it possible to achieve benefits even on small budgets.

Are you planning performance marketing activities?

On the other hand, there are activities that are considered to be a bit more complicated and take more time to achieve certain results – these are SEO activities, or simply put, search engine positioning. Most search engine users only click on the first few results of a search, which is why it is so important that your company’s website ranks as high as possible in the results list. This can be achieved by optimizing the content of your website. The optimization should focus on making it relevant to the search engine user’s query. Additionally, technical optimization of the website itself is necessary to ensure it is fast and convenient for the user.

How do you choose a good SEM agency?

Choosing the right SEM agency can be a game-changer for your business. Of all the marketing agencies, the SEM agency seems to be the one whose actions translate directly and quickly into business success. What should you look for when choosing such an agency?

  • Audit/strategy – any cooperation with the agency should be based on an audit of the activities (if any have already been carried out) or a joint development of a strategy, including goals, methods of achieving them, ways of monitoring and accounting, communication channels, etc.
  • Data-driven work – unlike some other forms of marketing, SEM activities make it very easy to obtain data on your target audience and their behaviour. In just a few days, you will know which segments of your customers respond best to your advertising, and the agency will be able to optimise its actions based on this data;
  • Optimisation – never let the agency rest on its laurels, there is always room for improvement in SEM, even if you are satisfied with the results of the collaboration;
  • Transparency – you should always know what the agency is working on and have access to the data, as you are the owner;
  • Establish a reporting formula – reporting is very important when working with any agency, after all you need to know what you are paying for and why, and what results your collaboration is producing. These reports should be easy for you to understand and highlight only the information that is relevant to you.
team of people working in SEM agency

SEM agency – is it worth it?

Without a doubt! A well-chosen SEM agency will help you achieve your online business goals – increasing traffic to your website, boosting sales of your products or services, generating sales leads and much more.

SEM Agency – Frequently Asked Questions (FAQ)

Question: What is an SEM agency?

Answer: An SEM agency specializes in Search Engine Marketing (SEM), which involves enhancing a website’s visibility in search engine results. SEM encompasses both Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising.

Question: What services do SEM agencies offer?

Answer: SEM agencies provide services like SEO optimization, PPC advertising campaigns, traffic analysis, SEO audits, content marketing, and management of advertising campaigns.

Question: How do I choose the right SEM agency?

Answer: When choosing an SEM agency, consider the company’s experience, client reviews, understanding of your industry, transparency of their operations, and the range of services offered. It’s also beneficial to discuss your expectations and business goals to ensure alignment.

Question: Why should I use an SEM agency?

Answer: Working with an SEM agency allows for professional management of search engine marketing activities, which can increase website traffic, improve visibility, and boost conversions. SEM agencies have the expertise and tools for effective campaign planning and monitoring.

Question: Should every business use an SEM agency?

Answer: Not every business needs an SEM agency, but it is particularly beneficial for those in competitive industries or reliant on search engine traffic. For companies with limited marketing budgets, collaboration with an agency might be challenging to justify, but even small businesses can benefit from SEO optimization or small-scale PPC campaigns.

Arek Morawski

Arek is our Head of Performance. For many years he has been working on projects that mainly involve performance marketing. Arek is very familiar with the area of SEO, SEM and all Digital. As a result, our agency is able to update the knowledge and tools needed for performance campaigns and activities

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