This blog outlines the key trends shaping SEM in 2025, their impact, and practical strategies to adapt.

Search and Shopping Google Ads in AI Search Overviews in 2025

Since May 2024, Google has been testing placing search and shopping ads before and after the AI-generated overview content. However, in 2025, Google plans to feature ads within the AI content.

As an example, you can see in the image below that those searching for solutions to unwrinkle clothes will see shopping ads for products that do exactly that:

So far, there are no specific criteria for your ads to be placed within the AI content overview. However, following the best practices and implementing the recommendations mentioned here should help you optimize for this:

• Increase the number of long-tail conversation keywords
• Have more conversational ads that are to the point
• Address specific queries or issues
• Use natural language
• Focus on Ad Rank components like Quality Score and relevance

Zero-Click Searches

Less than 60% of Google searches actually lead to a click due to Google’s featured snippets and answer boxes.

People are now more accustomed to quick, short, and direct answers with the help of ChatGPT, Bing Chat, Gemini, and Perplexity.

That means lower traffic for both organic and paid search results, which means a decrease in click-through rate and an increase in the cost per click.

Search engines now favor semantic and contextual targeting over traditional keyword targeting, which you can leverage using broad match keywords (covered in the next section). This will allow your ads to reach a bigger audience and increase your chance of getting more clicks at a lower cost.

Shift From Keyword-Based to Semantic Search & The Power of Broad Match Keywords

Keywords are not going away, but semantic search will have more impact on whether your ads show for a specific keyword or not.

Semantic search is a search engine technology that shows ads based on its interpretation of the keywords and the intent behind them based on the users’ behavior rather than the actual keyword. So, 2 people could type the same search query and see different results depending on their previous searches, their search context, geographical context, and the user intent.

For example, the search query “Football” means one thing in the US and another in the UK. So, depending on the user’s location and the semantic search technology, each user will see location-relevant results.

Another example: if you search for running shoes and then delete your search query and type the word “black,” Google will suggest queries based on your previous search.

To make sure that your ads appear in the right context and for the correct intent, you’ll need to utilize more broad-match keywords.

Exact and phrase match types restrict the ads to show only for specific/similar searches, while broad match keywords utilize the semantic search technology and include searches that don’t contain the keyword terms, allowing you to reach more relevant searches than with exact and phrase matches.

But with broader reach, comes greater responsibility. Broad match keywords require regular search term filtering to exclude irrelevant search terms and guide the keywords toward the relevant ones.

We have also seen cases where it consumes all of the budget, not leaving enough for exact and phrase-match ones. That can be resolved by one of the solutions mentioned here in the broad match testing guide – adding the broad match keywords to their own campaign with their own budget while excluding the phrase and exact matches from that campaign to prevent overlapping.

Keywordless Strategy & PMax Optimizations

As mentioned above, Google is transitioning from keyword-based – which sometimes would cause your ads to appear for similar keywords but with the wrong intention – to intent-based, and it wouldn’t be a surprise to see a full keywordless approach coming in the near future.

The Performance Max campaign is already using a similar approach, where you can add search themes and audience signals, but Google leverages its AI and machine-learning capabilities to find potential customers for your goals and serve the most appropriate ad, with the optimal bid, to maximize campaign performance.

Despite not using traditional keywords for targeting, you can still optimize your performance max campaigns using the following:

Review Assets Performance

By using the ‘View Details’ option from the ‘Asset Groups’ menu, you can see how Google ranked each asset in terms of performance, the number of conversions, and the conversion value. You can then place the ones with low performance and low/zero conversions.

For eCommerce: Ensure all Your Products are Ready to Serve

That sounds like a no-brainer but focusing on targeting, assets, budget, and bidding strategy can easily distract you from checking whether your products are actually ready to serve or if there’s an issue with the feed or the information being passed from your online store to Google.

Asset Group Segmentation

Segment your asset groups based on product categories if you have an eCommerce business, or based on your services if it’s a B2B business.

That will help you create more relevant ads using relevant ad copy and ad assets. It would also be good if you promote your main product/service with their own campaigns so you can have more control over budget allocation.

Audience Signal Testing

A/B test audiences promoting the same assets, services, and product categories and monitor their performance.

AI won’t understand what success means for your business till you add your inputs, like valuable conversion actions, correct bidding strategy type depending on whether you care the most about the cost per lead or ROAS, and finally audience signals.

Sunsetting Video Action Campaigns Will Put Demand Gen at the Forefront for YouTube Ads

Starting in Q2 2025, advertisers will no longer be able to create YouTube Video Action Campaigns, and all the existing ones will auto-transition to Demand Generation campaigns.

The reason for that is that Google noticed that advertisers who ran video ads with Demand Gen saw a similar number of conversions to their Video Action campaigns at a similar cost per action as well.

So, by using a multi-format strategy, you see even better results.

In terms of features, here’s what you can expect from Demand Gen:

Tips for Running Effective Demand Gen Campaigns

Use a Combination of Videos & Images

Demand gen campaigns serve ads across YouTube, Discover, Gmail, and Google video partners, so using both images and videos in your ads is crucial to maximizing your reach across all the available inventory.

Provide Google AI With the Right Assets

Google recommends following the rule of 3. In each ad group, add at least 3 images or videos in each aspect ratio (vertical, square, and landscape) to maximize your reach across all placements.

It’s recommended that your assets feel natural and don’t look like ads. If you’re going to run a YouTube short as an ad, make sure it feels and looks authentic and connects with the viewers like the organic ones.

Use a Smart Bidding Strategy Type

Choose a bidding strategy that aligns with your goal. If your goal is leads, then you should choose to Maximize Conversions, and when you have enough conversions, you can set a target cost per action (tCPA), depending on your actual CPA.

If your goal is sales, then you should choose Maximize Conversion Value, and when you have enough conversions, you can set a target ROAS (tROAS).

You can also use Maximize Conversion Value if your goal is leads if you have different categorizations for your leads and each one has its own value, like MQLs and SQLs. Normally SQLs have a higher value than MQLs; in that case, using Maximize Conversion Value will allow Google to focus on the conversions with higher values – SQLs.

A/B Test Audiences

Demand Generation campaigns accept different types of audiences, like custom segments, your data segments, lookalike segments, and interest-based.

The variations here are limitless – you can test each one in its own ad group, test combining all of them, combine some of them, go nuts!

As a best practice, give your audience/campaign a minimum of 2 weeks before making a final decision, and document your findings so you don’t repeat your tests.

New Platforms

Social Search Engines

Reddit, TikTok, and Pinterest aren’t really search engines, and they aren’t considered SEM channels. However, a study shows that 40% of consumers use TikTok as a search engine. That’s because the content is being delivered through short, direct, and informative videos with good storytelling.

Expand your reach by utilizing various platforms beyond Google and Bing ads and direct your audience to your website. Share concise tutorials or product demonstrations on social media, and participate in relevant Reddit communities.

Making ads that look like any normal post on any of these platforms will drive more engagement. It’s not always about selling a product or a service; it’s also about educating your audience.

Think of the reasons why your audience uses these platforms. 62% of TikTok users favor video tutorials above other formats, 39% use the platform for reviews, and 38% use it for anecdotes. That brand awareness through tutorials and reviews will keep your brand at the top of their minds and that will benefit you greatly when they’re ready to purchase.

Answer Search Engines

Answer Search Engines like ChatGPT, Claude, Perplexity, etc, are designed to give you direct answers to your questions without your having to do the search on your own and go from one website to another. I’m sure you understand why it’s compelling for users.

As marketers, we run our ads where the paid impressions are, and if users are using Answer Engines, we should too.

Perplexity started experimenting with ads on its platform; the site will show the ads in the US as a start, and they will be formatted as “sponsored follow-up questions,” (e.g. “How can I use LinkedIn to enhance my job search?”). These ads will be positioned to the side of answers and labeled as “sponsored.”

So far, no other platform announced that they will show ads any time soon, but we encourage you to start testing ads on these platforms once they become available.

Final Thoughts: Adapting to the Future of Search Engine Marketing

In 2025, search engine marketing will see changes driven by AI and user behavior. From integrating ads into AI-generated content to adapting to semantic search and using broad match keywords, marketers have new ways to optimize strategies.

The move to Demand Generation campaigns for YouTube Ads focuses on multi-format strategies and audience targeting, while updates in Performance Max campaigns provide more transparency and control.

By understanding these shifts and applying best practices, advertisers can adjust and achieve better results in an evolving search environment.

The post SEM Trends to Be on the Look Out for in 2025 appeared first on NoGood™: Growth Marketing Agency.

More often than not, it is better to partner with an SEM agency so you can focus on growing your business. Besides growing your business, you’ll most likely save valuable resources as it can be expensive to gain the necessary insights and access to tools to execute a successful, sustainable SEM strategy.

Partnering with a search marketing agency can provide the support and expertise necessary to achieve your business goals.

But how do you identify the right agency?

Luckily, we’ve compiled a list of the top full-service agencies available.

Frequently Asked Questions

The 17 Best Search Engine Marketing Companies

1. NoGood

NoGood is an expert at uncovering and transforming your unique growth patterns into reality, using systems and tactics that drive rapid expansion and boost revenue opportunities.

New York (HQ)

SEM, Social Ads, SEO

SaaS, Healthcare, Consumer

50-100 employees

2. Directive

Technology giants rely on Directive Consulting’s international experts to actualize the outcomes of their performance-driven marketing campaigns.

Irvine, California

Search Marketing Services, Content Marketing Strategy, Demand Generation

SaaS, Health,

50 – 200 employees

3. SmartSites

SmartSites excels at helping businesses of all sizes achieve their goals. SmartSites can help you boost website visitors, gain new customers, and improve sales with their expert services.

Paramus, NJ

Digital Marketing Agency, Online Marketing, Website Development

Health, Tech

200 – 500 employees

4. Disruptive Advertising

Their expertise drives transformative strategies, enabling clients to achieve goals, make a positive impact, and establish an innovative edge within their respective industries.

Pleasant Grove, UT

Paid Search Advertising & Marketing, Conversion Optimization, Search Engine Marketing Company

Ecommerce, Construction, Healthcare

50 – 200 employees

5. Rocket Clicks

Rocket Clicks, an innovative digital advertising agency, is driven by a resolute dedication to return on investment (ROI).

Menomonee Falls, WI

PPC advertising & Marketing, SEO Strategy, Content Development

HVAV, Legal

11 – 50 employees

6. HawkSEM

HawkSEM is a performance-oriented digital marketing agency, with an extensive history in paid search spanning over a decade.

Los Angeles, California

Digital Marketing Campaigns, Search Engine Marketing Consultants, Conversion Optimization

Health, SaaS, Higher Education

50 – 200 employees

7. OpenMoves

Presenting a team of passionate digital marketers committed to nurturing the growth of small-to-mid-size businesses at both local and international scales.

Huntington, NY

Paid Social Media Marketing Services, PPC Advertising, Email Marketing

Food, Higher Education, Jewelry

11 – 50 employees

8. Funnel Boost Media

Funnel Boost Media is a comprehensive digital marketing firm headquartered in San Antonio, Texas.

San Antonio, Texas

Website Design, Conversion Rate Optimization, Search Engine Marketing Services

Automotive, Legal

11 – 50 employees

9. Online Marketing Gurus

Online Marketing Gurus (OMG) is an acclaimed and globally recognized digital agency celebrated for excellence.

Texas

SEO Strategy, PPC Management, Paid Social Media Marketing Services

Fashion, Health, Furniture

50 – 200 employees

10. Loud Mouth Media

Loud Mouth Media emerges as a multi-award-winning performance marketing agency, boasting a widespread presence with offices in Belfast, Glasgow, London, and Dublin

Belfast, Antrim

Conversion Tracking Setup, PPC Audits, Digital Marketing Strategy

eCommerce, B2B, B2C

11 – 50 employees

11. KlientBoost

Their capacity to maximize ROI from your marketing channels results from their ongoing commitment to pioneering better methodologies.

Costa Mesa, California

PPC Marketing Techniques, Search Engine Marketing Firm, Email Marketing

SaaS, eCommerce

11 – 50 employees

12. WebFX

WebFX has delivered cutting-edge digital marketing solutions since 1996, empowering clients to boost their business revenue.

Harrisburg, Pennsylvania

Digital Advertising, Conversion Rate Optimization, Data Reporting

N/A

200 – 500 employees

13. Screaming Frog Services

Screaming Frog operates as a search marketing company, capitalizing on extensive experience within the digital marketing domain.

Henley-on-Thames, England

Online Marketing, Search Engine Marketing Firm, SEO Marketing

Health, Music, Agriculture

11 – 50 employees

14. Zoek: Search Defined

Zoek adopts a tailored, content-centric strategy to enhance online visibility, strongly emphasizing diversification and analytics.

Irvine, California

Mobile App Development, Local SEO, Organic SEO

Legal, Restaurant

200 – 500 employees

15. Thrive Internet Marketing Agency

Thrive is a comprehensive full-service online marketing agency that can manage all aspects internally.

Dallas, Texas

Reputation Management, SEO Campaigns, Social Media Marketing

Retail, Tech, Tourism

50 – 200 employees

16. NinjaPromo

NinjaPromo is a prominent search marketing agency committed to enhancing your brand’s stature through comprehensive multi-channel marketing solutions.

London, NY

Media Relations, Video Marketing Company, Public Relations

Fintech, SaaS, eCommerce

50 – 200 employees

17. Intero Digital

Positioned as a leading digital agency partner, their comprehensive marketing solutions span the entire brand journey and correlate clearly with bottom-line growth.

Colorado Springs, CO

Public Relations, Social Media Marketing, SEO Strategy

Automotive Industry Experts

200 – 500 employees

The post Top 17 Search Engine Marketing Agencies in 2025 appeared first on NoGood™: Growth Marketing Agency.

But there’s more! Above pulling together this list for you, you can ensure that by partnering with any of these agencies, we guarantee that you’ll:

• Have access to advanced tools (saving you a boatload of money).
• Be backed by a team of experts with knowledge in media planning, creative development, and campaign execution.
• Have a management agency accountable for delivering measurable results, ensuring no penny is wasted.

Let’s dive in!

The Top 8 Paid Media Agencies in 2025

1. NoGood

Description: NoGood is a results-driven paid media agency with a growth squad of experts, ensuring that you get a team of experts who understand your business and are committed to rapid growth. Built on the belief that connecting the right people and ideas can achieve remarkable outcomes, NoGood operates with a no-fluff, high-impact philosophy, maximizing revenue without wasting a penny.

Leveraging insights from thousands of experiments with successful brands and startups, NoGood refines a bespoke growth playbook for each client. Their adaptable squad model ensures the team remains focused on each business’s unique growth needs. With an 88% retention rate and 65% of clients doubling their revenue within the first six months, NoGood stands out as a top agency committed to delivering exceptional results.

What Clients Are Saying: “The squad feels like a true extension of my own marketing team” – Laura Vestal, Head of Marketing, Invisibly

Office Location: New York City, NY

Year Founded: 2016

Team Size: 50 – 100 employees

Key Services: PPC Experts, Social Advertising Agency, Conversion Rate Optimization, Search Engine Optimization, Content Marketing, Lead Generation, Performance Branding, Marketing Analytics, Email Marketing, Video Marketing, Fractional CMO

Industries Served: SaaS, Healthcare, Fintech, B2B, Consumer, AI

Noteworthy Results:

• SteelSeries: Increased overall net sales in Q3 of 2023 by 35% through paid channels.
• Unspun: Increased revenue YoY by 55%.
• Fratelli Carli: Increase online revenue by 350% with a 6X ROAS.

2. Disruptive Advertising

Description: On a mission to reduce the 76% of ad spend that often goes down the drain, Disruptive Advertising prioritizes the partnership between brand and agency, looking to create a “unique and authentic marketing strategy” based on the equal interest of both parties in the goal(s). Driven by growth and exploration, they aim to deliver exceptional results for whatever the client is after. Communication remains at the heart of Disruptive Advertising’s operations, where unrealistic promises and ego are checked at the door.

What Clients Are Saying: “Disruptive is very transparent. We have seen an increase in lead generation since the beginning of our project. They have always been very upfront with what they can and cannot deliver.” – Erin Tellor-Chronister, MalpracticeBrokers.com

Office Location: Pleasant Grove, UT

Year Founded: 2011

Team Size: 50+ employees

Key Services: Google Ads Management, Social Media Advertising, Amazon Advertising, Facebook Ads Management, Google Shopping, Landing Page Optimization, Search Ads, Search Engine Optimization, Email Marketing, Creative Strategies

Industries Served: Insurance, Healthcare, B2B, Legal, Education, Ecommerce, Home Services, Finance

Case Studies: View all case studies.

3. Radd Interactive

Description: Uniquely tech-driven, Radd Interactive deploys RaddBOT to compare data for optimization purposes, which works like a search engine. As a Google Partner with their own Google Team, Radd Interactive can provide a deep dive into problem-solving and reassess strategies that aren’t performing to push out new tactics. Radd also makes it a habit to check in with their clients monthly over the phone for a deep dive into updated data.

What Clients Are Saying: “We had a big problem when we first opened with not having enough customers coming through the door… it was very important that we showed up in search results… Radd Interactive did achieve those business goals for us.” – Speed Circuit“

Office Location: San Diego, CA

Year Founded: 2012

Team Size: 50+ employees

Key Services: Search Engine Marketing, Social Media Strategies, Amazon Advertising, Video Production, Digital Marketing Strategy, Web Development, PPC Management, Display Ads, Social Media Performance, Public Relations

Industries Served: Tech, Healthcare, Finance, Manufacturing

Noteworthy Results:

• Madterra: 220% increase in ad traffic.
• The Honey Pot: 483% increase in new users.

4. Power Digital

Description: Power Digital prioritizes consistency over “one-hit wonders,” opting instead to provide brands with sustainable growth. Serving the B2B and Consumer Marketing industries, Power Digital works to increase brand awareness and digital presence and drive revenue growth. They also use Nova, a program that uses machine learning to help with A/B testing and provides data for the Power Digital team to interpret, and DataQ, a first-party data analysis tool to uncover customer insights.

What Clients Are Saying: “The team was highly communicative, and internal stakeholders were particularly impressed with their collaborative ability and quality of deliverables.” – Sara Routhier, Director of Outreach for a lead generation company.“

Office Location: San Diego, CA

Year Founded: 2012

Team Size: 250+ employees

Key Services: Amazon Advertising, Creative Strategy, Content Strategy, Conversion Rate Optimization, Influencer Marketing Agency, Social Media Campaigns, Social Media Ads, Data-Driven Approach, Paid Media, Digital Marketing Agency

Industries Served: Travel, Foodservice, Haircare, Fashion, Manufacturing, Tech, Fitness

Noteworthy Results:

• Pura Vida: 40.63X ROAS from paid media channels over Black Friday.
• Victrola: PPC campaigns that maximized client revenue.

5. Netpeak

Description: Netpeak’s site clarifies that they exist to win for their clients. Also, as a Google Premier Partner, they specialize in efficient digital marketing. With a growth-forward mindset, their team believes in the five pillars of success to meet their goals – from a base objective to help businesses become more profitable to an overarching desire to reach the world without moving locations. Netpeak pushes for transparency, shown through their unique client dashboard, to maintain relationships between agent and client.

What Clients Are Saying: “We want to express our appreciation to Netpeak, who worked and continue working with our internet project for not only getting positions at the top of search results but also for increasing sales of our product and developing our product.” – Morpher, Software protection service

Office Location: Odessa, Ukraine

Year Founded: 2006

Team Size: 250+ employees

Key Services: Social Media Marketing Agency, PPC Management, Online Visibility, Video Production, Conversion Rate Optimization, Search Engine Optimization, Amazon Advertising, Digital Marketing Company, Video Ads, Social Media Management

Industries Served: Fashion, Photography, Cosmetics, Tech, Communications, Foodservice

Noteworthy Results:

• Ukrposhta: They reached 85% of the audience for certain campaigns & increased the conversion rate by X128.

6. PPC Geeks

Description: PPC Geeks is founded by extremely passionate specialists driven by their values, including communication, honesty, excellence, evolution, and respect. Offering free audits to ensure a good client-agency fit, PPC Geeks act on a results-oriented basis founded on mutual respect between all parties. Emphasizing brand protection, PPC Geeks clarifies that ad spend doesn’t need to be wasted through their services, prioritizing community and sustainability through growth.

What Clients Are Saying: “We have definitely seen massive growth in the sales on our website. PPC Geeks managed to implement advanced campaigns that can enable us to maximize our return on ad spending.” – Abdul Thadha, Managing Director, Books2Door

Office Location: Knutsford, United Kingdom

Year Founded: 2017

Team Size: 2-9 employees

Key Services: Facebook Ads, Google AdWords, Google Shopping, PPC Agency, Social Media Advertising, PPC Management, Digital Marketing Services, Data-Driven Strategies, Strategic Insights, Landing Page Optimization, Digital Marketing Campaigns, Marketing Plans

Industries Served: Architecture, Literature, Security, Cleaning Services, Construction, Wellness

Noteworthy Results:

• Just Go: 921% increase in CTR.
• KLC: YoY conversion rate increase of 105%.

7. Open Moves

Description: Open Moves advocates for adaptation – which, as the oldest digital agency on our list, is necessary to keep them growing in an ever-changing industry. Transparency and a welcoming attitude to change are highly prioritized with Open Moves, both beneficial to seeing effective results. Customization comes with their consultations and remains present in every strategy created for each brand, so it’s no wonder that their average client retention lasts up to nearly four years.

What Clients Are Saying: “Not only has OpenMoves boosted the client’s online presence and brand awareness, but they also provide top-notch support and guidance to help the client make better business decisions. The reliable team’s responsiveness and holistic approach to digital marketing make for a long-term partnership.” – Svetlana Kaplan, Marketing Manager, City College

Office Location: Huntington, NY

Year Founded: 2000

Team Size: 10+ employees

Key Services: Google Ads, Landing Page Optimization, PPC Agency, Amazon Ads, Social Media Advertising, Well-Known Paid Media Agency, Campaign Optimization, Email Marketing, Content Marketing, Search Engine Optimization, Conversion Optimization, Campaign Strategies

Industries Served: Arts, Healthcare, Higher Education, Foodservice, Fashion, Tech, Real Estate

Noteworthy Results:

• Vosges Haut-Chocolat: 40% growth in PPC revenue.
• Art College: 200% YoY performance improvement.

8. inBeat

Description: inBeat is a paid media agency that leverages micro-influencers to create top-performing ads. Their services maximize the benefits of working with influencers, focusing on those with 4,000 to 20,000 followers with hyper-engaged audiences. This approach is particularly practical for increasing conversions. With a vast network of micro-influencers across various social media platforms, inBeat connects businesses with the right influencers to drive growth.

What Clients Are Saying: “I have been working with the InBeat Agency team for quite some time now & I can confidently say that I absolutely love working with them!” – Jason F., Influencer

Office Location: Montreal

Year Founded: 2018

Team Size: 51-200 employees

Key Services:Influencer Marketing Agency, Advertising Budgets UGC Marketing, TikTok Marketing, Paid Advertising, Panel Recruitment, Meta Advertising, Snapchat Advertising, Data-Driven Insights, Facebook Ads, Campaign Management

Industries Served: Consumer, D2C, Healthcare

Noteworthy Results:

• Hopper: Hopper needed to scale UGC ads on TikTok to drive down CPAs.
• Hurom: Reducing CPA by 65% by leveraging performance-optimized UGC creatives.

Frequently Asked Questions

Do you already have a couple of agencies in mind but don’t know how to pick the right one?

The post 8 Best Paid Media Agencies in 2025 appeared first on NoGood™: Growth Marketing Agency.

The App Store is such a competitive app market that standing out is challenging and requires many strategic moves to ensure visibility and scalability. Apple Search Ads provides a high-impact, strategic solution for app marketers to increase visibility, attract users, and drive downloads. Apple’s ad platform enables app marketers to target potential users precisely and create seamless experiences across various app discovery stages.

We will also explore all best practices and recommendations from Apple in terms of campaign structure and growth strategies that help accounts scale their spending and increase installs. Aside from that, this guide will explain how to maximize Apple Search Ads for your app and harness the synergy with App Store Optimization (ASO) to maximize success.

Why Do App Marketers Choose Apple Search Ads for App Promotion?

Google Play Store tends to favor Android apps by sheer quantity, leading to a broader reach but sometimes attracting users with lower retention than Apple’s ecosystem. This difference arises from the distinct ad-targeting approaches on each platform.

In the App Store, users generally arrive with a specific intent to download, actively searching for apps they want to use. Apple Search Ads capitalize on this intent by positioning ads directly within relevant searches, creating a high-quality user acquisition path.

In contrast, Google’s approach is more algorithm-driven, selecting placements across Gmail, Play Network, search, and other Google properties without specific keyword targeting. This algorithmic strategy serves ads based on inferred interests from user behavior, which, while extensive in reach, can lack the targeted engagement seen on iOS.

It’s clear why app marketers often prioritize Apple Search Ads for high-quality acquisitions within the App Store’s ecosystem. While the App Store generates only about a third of Google Play’s downloads, it brings in over double the revenue due to its curated content and the strategic impact of Apple Search Ads.

Since its 2016 launch as the App Store’s native ad platform, Apple Search Ads has become an essential tool for discovery, reaching over 650 million daily visitors and enhancing each search experience by placing relevant ads seamlessly within users’ journeys. Over 70% of users use the App Store’s search feature to find new apps, and Apple Search Ads places these ads where conversions are most likely. This organic integration within the App Store empowers marketers, from novices to experts, to leverage Apple’s high-intent environment to drive meaningful app engagement.

ASO and Apple Search Ads Synergy

Let’s explore the importance of synergy between organic and paid strategies, which is a core principle in our holistic approach to growth. By ensuring that all efforts complement one another, we maximize overall impact. Apple Search Ads and ASO (App Store Optimization) is a perfect example of this synergy. A robust ASO strategy enhances Apple Search Ads performance, while effective paid campaigns can boost organic visibility in return. Here are four key areas where ASO and Apple Search Ads harmonize to drive impactful results:

1. Conversion Rate Optimization: Well-optimized visuals (icons, screenshots, Apple custom product pages) and compelling titles/subtitles increase conversion rates in Apple Search Ads.
2. Enhanced Algorithm Understanding: Optimized metadata helps App Store algorithms classify and recommend your app better.
3. Organic Ranking Influence: Apple Search Ads can boost organic rankings with increased downloads (which can occur with Apple Search Advance ads), signaling high user engagement to the App Store’s algorithms.
4. Valuable ASO Metrics: Metrics such as search popularity help gauge keyword potential, while cost metrics reflect competition levels.

These elements create a powerful, mutually beneficial strategy for app marketers. As experts in app growth marketing, we at NoGood have seen this recipe work many times before.

Apple Search Ads Basic vs. Advanced: Which Is Right for You?

Apple Search Ads provides two options: Basic and Advanced. The best choice depends on your app promotion goals and level of experience. We recommend the Advanced option for its enhanced analytics, better control of ad spend, optimization capabilities, and scalability potential.

Apple Search Ads Basic

Apple Search Ads Basic is ideal for newcomers or app marketers who need more time. It provides a fully automated setup, requiring minimal management. Here’s how it works:

1. Goal Setting: Select target countries or regions.
2. Budget: Define a budget (up to $10,000 per app) and a target CPI (cost-per-install).

While Apple Search Ads Basic automates optimization and removes the need for manual control, it limits customization, making it challenging to leverage the ASO synergy effectively. It’s a solid option for generating installs, though it may lack the nuance needed to attract high-intent users or ensure revenue-generating actions.

Apple Search Ads Advanced

Apple Search Ads Advanced offers complete management capabilities for maximizing control and effectiveness. This version lets you fine-tune target audience settings, keyword strategies, and bidding to reach specific app promotion goals. With Advanced, you can advertise across multiple placements, including:

• Search Results: Ads appear at the top of relevant search results.
• Search Tab: Ads display in the Suggested Apps list.
• Today Tab: Ads are featured on the App Store homepage.
• Product Pages: Ads are shown on other app product pages in the “You Might Also Like” section at the bottom.

With access to user intent data, Apple Search Ads Advanced allows advertisers to bid on specific keywords and gain a deeper understanding of competitive metrics. Tools like SplitMetrics provide an intuitive interface, simplifying the campaign setup and ongoing optimization for marketers.

Setting Up Your First Apple Search Ads Campaign

To get started with Apple Search Ads, follow these key steps to create a campaign that resonates with users and drives impactful results:

1. Define Your Goals: Determine your objectives, whether app installs, revenue-driven actions (like in-app purchases), or engagement metrics.
2. Choose Your Audience: Apple Search Ads Advanced lets you specify targeting options by device, user demographics, and interests.
3. Research Keywords: Use Apple’s Search Popularity metric to discover and bid on high-intent keywords relevant to your app. Remember, targeted keywords will enhance both ad relevance and ASO impact.
4. Set Bids and Budget: Allocate your budget effectively by prioritizing high-conversion keywords and competitive categories.
5. Monitor and Optimize: Review metrics regularly and adjust bids or targeting to maximize return on ad spend (ROAS). Use Apple’s real-time insights to refine campaigns and respond to user behavior.

Maximize ROAS with Apple Search Ads and ASO Alignment

Combining Apple Search Ads with a comprehensive ASO strategy is crucial to achieving the best results. Here are best practices to ensure your Apple Search Ads campaigns are in sync with ASO efforts:

1. Keyword Consistency: Choose keywords that align across both Apple Search Ads and ASO, enhancing relevancy in search results.
2. A/B Testing: Test various app icons, screenshots, and descriptions in Apple Search Ads, then apply insights to App Store product pages.
3. User Feedback and Reviews: Consider user feedback to identify areas for improvement and refine your messaging.

Focusing on user-centric, quality content within the App Store ecosystem can drive a steady increase in visibility and organic ranking for Apple Search Ads and ASO.

Key Benefits of Apple Search Ads for Your App Promotion

To recap, here’s why Apple Search Ads is a standout choice for app marketers:

• Increased Visibility: Apple Search Ads boost your app’s visibility across crucial discovery points.
• Quality Targeting: Leverage Apple’s data to reach users actively searching for apps like yours.
• Actionable Insights: Use in-platform metrics to refine ad spend, improve conversions, and fine-tune ASO strategies.
• Synergy with ASO: Enhance organic rankings by creating positive engagement signals through paid ads.

In the fast-paced world of app marketing, standing out is crucial. Apple Search Ads provides the tools to boost app visibility, optimize ad spend, and elevate user engagement. By combining Apple Search Ads with a solid ASO foundation, app marketers can maximize their chances of success on the App Store and foster long-term growth.

Ready to boost your app with Apple Search Ads? Start by optimizing your App Store presence today, and let Apple’s robust ecosystem drive your app promotion strategy to new heights.

How to Optimize Apple Search Ads for High-Impact ROI: Complete Guide

Apple Search Ads (ASA) have become essential for iOS app marketing. When leveraged effectively, ASA drives downloads, builds brand awareness, and increases app visibility in the App Store.

However, running successful campaigns requires a structured approach, from tracking key metrics to implementing keyword and bid strategies. In this comprehensive guide, we’ll explore the best practices for optimizing ASA campaigns to ensure you achieve your goals while maximizing profitability.

1. Understanding Apple Search Ads Analytics: the Foundation for Success

Effective Apple Search Ads optimization starts with a deep understanding of analytics. Your goals will determine your metrics, but generally, you’ll want to track:

• In-App Events and Installations: Analyze whether your keywords and ads drive user engagement and downloads.
• Impression Share: Measure if your bids are competitive enough to outperform your competitors.
• Conversion Rates: Check if your app’s ASA campaigns are reaching or surpassing industry benchmarks.
• Tap-Through Rates (TTR): Ensure your keywords are relevant and engaging to potential users.

Conversion Delay Consideration: Conversions on Apple Search Ads can take time. Some users may engage with an ad but download or make in-app purchases days or weeks later. To accurately measure performance, allow at least four weeks before pausing underperforming keywords and one to two weeks before adjusting bids on keywords showing potential.

2. Optimizing Apple Search Ads for Keyword Performance

Effective keyword optimization is crucial in Apple Search Ads. ASA relies on keywords to reach users, so regular evaluation ensures that keywords drive conversions and align with user intent.

• Ongoing Keyword Analysis: Monitor the performance of your keywords and pause those that are underperforming. Transfer high-converting keywords to campaigns with specific bid strategies for optimal spending.
• Seasonal and Event-Based Keywords: Apple Search Ads campaigns should adapt to seasonal trends, like the surge in travel-related searches during summer or sports-related keywords during events like the Olympics. By staying agile, you’ll maximize your ASA budget’s impact during high-traffic periods.
• App Store Search Term Trends: App Store trends fluctuate, especially with new app categories, such as finance or AI apps, rising in popularity. Monitor these trends and add or adjust keywords to capture relevant search volume.

Tip: ASA campaigns should continuously optimize for keywords because popular search terms and user behavior change over time. Regularly updating your keyword list ensures your ads stay relevant and drive high-quality traffic to your app.

3. Bid Optimization in Apple Search Ads for Maximizing Conversions

Apple Search Ads operates on a second-price auction model where relevance and bid impact the chances of winning an impression. Optimizing bids strategically helps ensure that your app remains competitive in high-traffic keyword searches.

• Bid Adjustment Strategies:
  • Increase bids on keywords with high conversion rates to maximize impressions.
  • Reduce bids on keywords with poor performance and pause those that don’t meet campaign goals.
  • Re-activate paused keywords if conversions start to come through after a delay, as some users take time to complete in-app purchases.
• Conversion delays are common on the App Store, so waiting at least four weeks before making bid decisions is wise. For bid increases, a 7-14 day window helps avoid over-adjusting based on early performance.

Tip: Conversion-driven bid adjustments align with your long-term user acquisition goals, ensuring that each dollar spent is optimized to bring in high-value users.

4. Enhancing Results with Custom Product Pages and Ad Variations

Adding custom product pages to your ASA campaigns can enhance results, especially when you have high-priority keywords. Customized product pages offer tailored experiences, highlighting app features that resonate with the specific keyword’s intent.

Testing Custom Product Pages: A/B test custom pages to see which combinations drive the most conversions. You’ll improve user engagement and boost conversion rates by matching the product page’s message with the keyword’s focus.

Example: If you’re promoting a fitness app with seasonal keywords like “workout routine for summer,” create a custom page emphasizing summer fitness goals. This targeted approach maximizes ASA efficiency, resulting in better engagement and higher conversions.

5. Managing Your Apple Search Ads Campaign Structure for Scale

Scaling Apple Search Ads requires a well-organized account structure that grows with your campaigns. An organized structure will help maintain efficient optimization and budget management as your app expands into new markets or categories.

• Segregate High-Performing Keywords: Move top-performing keywords into dedicated campaigns that receive more focused bids and strategies.
• Regular Health Checks: Review keywords regularly and adjust bids based on updated performance data. Use Apple Search Ads reporting tools to track metrics and identify trends so you know when adjustments are necessary.

Tip: Structuring your Apple Search Ads campaigns for scalability means that as your list of keywords grows, your optimization process remains streamlined and efficient.

6. Key Takeaways: Unlock the Power of Apple Search Ads for Your iOS App

Apple Search Ads remains one of the most impactful platforms for driving app downloads and brand visibility within the App Store. By implementing a solid strategy that includes continuous keyword optimization, targeted bid adjustments, custom product page testing, and automation, you can reach high-value users and improve your app’s profitability.

• Adapt to App Store Trends: Monitor keyword trends and adjust for seasonal or event-driven fluctuations to capture high-intent users.
• Data-driven decision-making: Make informed adjustments using metrics like impression share, TTR, and conversion rates.
• Embrace Automation: Streamline your Apple Search Ads workflow, reduce manual tasks, and focus on scaling your app marketing efforts.

When optimized effectively, Apple Search Ads can elevate your iOS marketing strategy, helping your app reach its full potential within the Apple ecosystem. Whether you’re a beginner or an experienced marketer, these practices will set your campaigns up for sustained success.

Understanding Campaign Elements and Setup

Building an effective Apple Search Ads campaign structure is essential for maximizing performance. A well-thought-out campaign setup enables you to monitor metrics, adjust bids, expand audience reach, and more efficiently optimize for success. Here are some strategic tips to help you get the most out of your Apple Search Ads campaigns.

Each campaign has a unique budget targeted to specific countries or regions. Within these campaigns, you’ll create ad groups where you can select keywords, adjust bids, and test different ad variations. For example, if you’re promoting a music education app, you might create campaigns targeting specific regions or languages.

Organize Campaigns by Keyword Theme

To streamline your structure, create four main campaign types: Brand, Category, Competitor, and Discovery. Each campaign type targets a distinct set of keywords with specific ad group structures and bidding tactics.

1. Brand Campaign: This campaign focuses on keywords that directly relate to your app’s name or brand. This ensures that users searching for your app specifically will see your ad.
2. Category Campaign: This campaign targets non-branded keywords that describe your app’s category or primary functions, making it easier to attract users seeking apps in your genre.
3. Competitor Campaign: This campaign targets keywords associated with apps similar to yours. It allows you to reach users who may be interested in an alternative app within the same category.
4. Discovery Campaign: Designed to uncover new, high-potential keywords for further testing. This campaign uses broad match keywords and Search Match to find additional search terms. Within this campaign, create two dedicated ad groups:
   • Broad Match Ad Group: This ad group incorporates the keywords from Brand, Category, and Competitor campaigns but in broad match, with Search Match off.
   • Search Match Ad Group: This group uses Search Match to identify new, relevant terms. No keywords are added manually, but Search Match surfaces related terms automatically.

To avoid overlap, add keywords from the Brand, Category, and Competitor campaigns as exact match negatives in the Discovery campaign. This approach lets Discovery focus on new terms rather than competing with your existing keyword sets.

Refining Campaigns with Discovery Learnings

After identifying high-performing terms in your Discovery campaign, incorporate them as exact match keywords in the Brand, Category, or Competitor campaigns. These terms can then be added as exact match negatives in Discovery to keep it focused on uncovering new potential. Additionally, underperforming terms should be included as negatives in relevant campaigns to reduce costs.

Consider Geographic Targeting

When targeting multiple regions, create separate campaigns with unique budgets or performance goals for larger markets. If regions share similar traits — such as language or customer value — you might opt for a single campaign to simplify budget and bid management. For instance, if promoting a music education app like “Music Teacher,” campaigns could be divided by region to track performance independently while retaining a similar campaign structure across markets.

Structured Approach for Success

A thoughtful Apple Search Ads account structure can significantly impact your results. Organizing by keyword themes provides clear insights into market-specific performance, allowing you to take targeted actions on bidding and budget. Use Discovery campaign insights to continually refine your other campaigns, driving a dynamic strategy that effectively scales your reach and optimizes ad spending.

Unlock Your App’s Full Potential with Apple Search Ads

Apple Search Ads has proven a powerful tool for app marketers seeking to boost visibility, drive high-quality downloads, and maximize return on ad spend (ROAS). By leveraging Apple’s high-intent user base and integrating your paid strategies with a robust ASO (App Store Optimization) approach, you can elevate your app’s performance within the competitive App Store landscape.

Whether you’re a newcomer looking for a streamlined setup with Apple Search Ads Basic or an experienced marketer seeking full control with the Advanced option, optimizing your campaigns to align with user behavior and keyword trends is crucial for sustained growth.

At NoGood, we’ve helped numerous apps achieve their growth goals using strategic Apple Search Ads optimization. Contact us today to discover how we can tailor an Apple Search Ads strategy that drives impactful results for your app.

Looking for support with your app marketing strategy?

The post Apple Search Ads 101: Guide to Boosting App Discoverability and Growth appeared first on NoGood™: Growth Marketing Agency.

Our growth experts have selected some of the best paid media agencies based on their reputation, client portfolio, and industry recognition to help you find your ideal growth partner.

1. NoGood

NoGood is an award-winning paid search agency based in New York. The agency’s strategy focuses on keyword optimization for maximal conversion rates. NoGood will get your company placed in front of high-intent customers with hyper-targeted campaigns and display ads, improving both the volume and the quality of your leads through a combination of experimentation and strategy. NoGood’s highly effective strategies help you capture top-funnel traffic and transform it into bottom-funnel conversions.

Headquarters: New York, NY
Year Founded: 2016 
Team Size: 50+ employees

Key Services:

• Campaign management
• Retargeting campaigns
• Ad & copy optimization
• Bid Strategy
• Lead generation
• Competitive analysis
• Google ads, Bing ads, YouTube ads, Shopping ads, Display ads
• Keyword research
• PPC reporting
• Audience research
• PPC landing page optimizations
• A/B testing
• International campaign strategy
• Growth marketing framework

Industries Served: Retail, Consumer Tech, Gaming, Healthcare, B2B, SaaS, DTC

Noteworthy work:

• Increased blended ROAS by 140% for JVN
• Helped Invisibly achieve a 65% MoM decrease in CaC and an 84% increase in organic website traffic
• Increased Google Paid Search net sales by 60% for SteelSeries

Case Study: NoGood has worked with many startups, scaleups, and Fortune 500 brands such as TikTok, Nike, Amazon, Intuit and more. Being one of the best pay-per-click advertising companies, we have many growth stories and successes to show for it.

2. Ignite Visibility

Ignite Visibility is a full-service digital marketing agency that offers paid search, SEO, social media, and other digital marketing services. They have a reputation for delivering exceptional client results. A good reason to consider Ignite Visibility as your PPC company is that they calculate a clear return on investment and scale your spending based on ROI. With Ignite Visibility, you will receive a custom pay-per-click audit, specific multichannel strategy, competitive benchmarking, and consultation from true experts.

Ignite Visibility noteworthy traits:

• Google, Facebook and Microsoft premium partners
• Run hundreds of thousands of dollars in targeted online ad spend each month
• Work with top clients such as Tony Robbins, Wedding Wire, Mission Federal Credit Union & Lancer Skin Care
• Consistently named a top PPC company in the United States on all top industry lists

Ignite Visibility Specialities:

• Integrate PPC with social media, CRO, SEO content marketing and public relations

• 100% ROI focused
• Professionally teach search engine optimization and web analytics at UC San Diego and will teach you too
• Offer transparent, effective, and precise tracking and funnel-based media strategies 

Headquarters: La Jolla, California
Year Founded: 2012
Team Size: 100+

Key Services:

• Pay Per Click Advertising
• Search Engine Optimization
• International Search Marketing
• Local Search Marketing
• Social Media Marketing
• Email Marketing
• Conversion Rate Optimization
• Public Relations
• Website Design & Development
• Reporting & Analytics
• Amazon Marketing Services
• Digital Marketing Strategy
• Franchise Marketing

Industries Served: Consumer, Travel, Healthcare, Fintech

Case Study: Ignite Visibility achieved a +250% increase in lead volume through a paid media campaign. Check out their many successful case studies to see if they’re the right fit for you.

3. Disruptive Advertising

Disruptive Advertising is a paid search agency that focuses on PPC advertising. For the past ten years, they have perfected their strategies while providing full-service digital marketing expertise to their clients. They work with small to mid-sized businesses across a wide range of industries and have been recognized as one of Inc. 5000’s fastest-growing companies in America.

Disruptive Advertising noteworthy traits:

• $450M+ in annual ad-spend managed for clients
• Rank #145 on the Inc. 500
• 4.8 average rating from 300 reviews on Clutch
• Most reviewed marketing agency

Disruptive Advertising specialties:

• Transparency
• Search engine optimization 
• Paid search 
• Paid social 
• Amazon marketing 
• Website optimization 
• Lifecycle marketing
• Staff augmentation

Office Location: Pleasant Grove, UT
Year Founded: 2012
Team Size: 50-200 employees

Key Services:

• Paid search on Google/Yahoo/Bing
• Social advertising on Facebook
• Instagram, LinkedIn, Retargeting, Ad creative (text, image, motion, video)
• Digital marketing strategy
• Website design testing and development
• Web analytics (Google and Adobe Analytics)

Industries Served: Ecommerce, Insurance, B2B, Legal, Home Services, Education, Healthcare, Fintech, and more.

Case studies: Disruptive Advertising works with clients across a wide range of industries. Their team of expert media managers is dedicated to providing exceptional results and delivering clients with the support they need to succeed in today’s competitive digital landscape. Check out their success stories. 

4. WebFX

WebFX is an award-winning, full-service digital marketing agency providing paid search, SEO, social media, and other digital marketing services. WebFX offers targeted Google Ads, Microsoft, Facebook, and Instagram advertising services. They have a reputation for delivering measurable results for their clients and have won several awards for their work, including the 2020 US Search Award for Best Large SEO Agency.

WebFX noteworthy traits:

• 500+ subject matter experts
• 25-year track record
• Thousands of reviews
• In-house technology 
• Deep expertise across all areas of digital

WebFX specialties:

• Search engine optimization
• Lead generation
• Ecommerce
• UX & interactive
• Revenue acceleration platform
• CRM retargeting technology 

Office Location: Harrisburg, PA
Year Founded: 1997
Team Size: 193 employees

Key Services:

• Search engine optimization (SEO)
• Lead generation
• Social media
• Digital advertising
• Ecommerce
• UX

Industries Served: Fintech, Healthcare, E-commerce, Education, Manufacturing, and more.

Case studies: WebFX has driven over $3 billion in sales and over 7.8 million leads for their clients. Check out some of their notable case studies. 

5. WordStream

WordStream is a paid search agency that offers PPC management software, training, and consulting services. They work with businesses of all sizes and have been recognized as a Google Premier Partner, Microsoft Advertising Elite Channel Partner, and Facebook Marketing Partner. WordStream is a great place to discover if your Google Ads are truly performing, as they offer a free, instant report card that scores your ad performance in nine key areas. They also offer a free keyword research tool that suggests hundreds of relevant keywords tailored to your industry and location, including data on keyword volume and cost per click.

WordStream noteworthy traits:

• Offer a free keyword research tool
• Offer an instant analysis of your Google Ads
• Offer a free digital marketing assessment

WordStream Specialities:

• Smart bidding technology to optimize bid for maximum ROI
• Ad copy creation
• Landing page optimization
• Reporting and analysis 

Headquarters: Boston, Massachusetts 
Year Founded: 2007
Team Size: 350 employees

Key Services:

• Search marketing
• Shopping ads
• Search engine optimization
• Video ads
• Social ads
• Display ads
• Lead management 
• Reporting

Industries Served: eCommerce, Healthcare, B2B, Education, Automotive, and more.

Case Study: WordStream increased SEO traffic by 600% in 24 months for one of their clients. Check out how they did it.

6. Brainlabs

Brainlabs, formerly known as Hanapin Marketing, is a digital marketing agency specializing in paid search advertising. They work with both B2B and B2C clients across a range of industries and have been recognized as one of the best places to work in Indiana. Brainlabs earns client business by using their unique formula of testing, tech, and talent.

They run millions of experiments to deliver excellent marketing ROI, deemed by the team as the “Brainlabs Effect™.” When you begin working with the team, Brainlabs will take you through a robust approach, starting with audience-centric planning and then moving to data strategy and digital execution. They have worked with notable clients, including Walmart, Papa Johns, CloudFlare, and Universal Music Group.

Brainlabs noteworthy traits:

• Leading independent agency 
• TikTok marketing partners 
• Google Partner 
• SEMrush certified agency partner

Brainlabs Specialities:

• Hires mathematicians, scientists, and programmers for a unique marketing lens
• AI algorithms help them make faster, smarter decisions, resulting in better performance and ROI for clients 
• Close collaboration with clients 
• Global presence allows them to bring a global perspective to their marketing strategies

Headquarters: London, England
Year Founded: 2012
Team Size: 800+

Key Services:

• Paid search and SEO
• Paid social and influencer 
• Marketplace
• Creative 
• CRO
• Data science, strategy, and execution

Industries Served: eCommerce, Energy, Healthcare, Retail, Travel and Hospitality, Financial Services, B2B, Education, and more.

Clientele: Check out Brainlab’s client list by size, industry and corporate structure to see if they’re a good fit for you!

7. KlientBoost

KlientBoost is a digital marketing agency specializing in pay-per-click (PPC) advertising. They offer a range of PPC services, including campaign strategy and planning, ad copywriting, landing page optimization, bid management, and analytics and reporting.

They are also known for their expertise in conversion rate optimization, using data-driven techniques to improve website performance and increase conversions. What’s great about KlientBoost is that they prepare custom pricing based on your goals, required services, speed to goal, team size, and budget.

KlientBoost noteworthy traits:

• Offers a free marketing plan on their website
• Have worked with big brands such as AirBnB, Bloomberg, Stanford University, UpWork and more
• Have an average of 63% ROI increase in the first three months
• Specialized teams for every channel 

KlientBoost specialties:

• Paid advertising
• Search Engine Optimization
• Keyword tapering
• Single keyword ad groups

Office Location: Costa Mesa, CA

Year Founded: 2015

Team Size: 183 employees

Key Services:

• Pay-per-click advertising
• PPC management
• Landing page optimization
• Conversion rate optimization (CRO)
• Funnel creation 

Industries Served: Ecommerce, SaaS, Healthcare, Education, Finance, and more

Case study: By working with KlientBoost, Airbnb attained a 25% decrease in cost per click, and Stanford Business reached a 139% increase in conversion. Check out their success stories.

Final Thoughts: Top Paid Search Agencies

These are just a few examples of the top paid advertising agencies out there. When choosing a paid search agency, it’s essential to consider your specific needs, budget, and goals to find the right fit for your business. The top paid search agencies, such as NoGood, Ignite Visibility, and Disruptive Advertising, offer a range of services to help businesses achieve their marketing goals.

Each agency has its own unique strengths and areas of expertise, whether it’s proprietary technology, global presence, or a uniquely structured growth model. By partnering with a leading paid search agency, businesses can access the expertise and resources they need to maximize their ROI and achieve long-term success.

Frequently Asked Questions

The post Top Paid Search Agencies in 2025 appeared first on NoGood™: Growth Marketing Agency.

Given this high-stakes shopping period, optimizing Google Ads campaigns becomes crucial to maximize revenue. BFCM presents unique opportunities and challenges for marketers. On one hand, there’s an unprecedented surge in consumer demand; on the other, there’s fierce competition for attention and conversions. To stand out, businesses must fine-tune their SEM strategies, ensuring every dollar spent translates into measurable returns.

In this blog, we’ll delve into practical SEM tips & tricks tailored for BFCM, equipping you with the tools to not just capture attention but to convert it into sales. Whether it’s setting the stage with compelling ad copy, leveraging smart bidding, or optimizing for mobile shoppers, these strategies will help you navigate the dynamic landscape of holiday marketing. Let’s dive in and explore how you can make the most of this lucrative season!

Start Preparing Your Campaigns Early

Don’t wait until the last minute to get your ducks in a row for your Black Friday and Cyber Monday sales. If you’re thinking you can start prepping a week before, you’re already behind the game. The secret sauce to a successful BFCM campaign is all in the groundwork you lay ahead of time. This means having your Google Ads campaigns polished, keywords fine-tuned, & budgets mapped out well in advance. By doing this, you’ll free up valuable time during the actual sale period to focus on evaluating performance and making those crucial but minor, adjustments that could make all the difference. It’s about setting yourself up so that when the clock ticks down to Black Friday, you’re not scrambling but rather strategically navigating the market dynamics.

Set your goals, leverage insights from past performances, and ensure your landing pages and ad copies are optimized and ready to go. By the time BFCM rolls around, you’ll be in a position to maximize revenue rather than play catch-up. This early preparation allows you to pivot quickly and efficiently in response to real-time data, ensuring that your campaigns are running like a well-oiled machine. After all, in the high-stakes world of holiday eCommerce, the early bird really does catch the worm.

Pick BFCM Promo’s That Drive Results

When it comes to boosting sales during Black Friday and Cyber Monday (BFCM), the type of promotion you choose can make all the difference. General percent discounts are proven winners, driving the best results. A whopping 44% of shoppers prefer these discounts, making them the top choice for BFCM promotions. Site-wide percent discounts, in particular, lead to the highest conversion rates, enticing customers with the promise of savings across the board.

Following that the #2 choice is the classic buy one, get one free (BOGO) promotion. This approach is favored by 34% of shoppers and offers a tangible incentive that encourages bulk purchasing, elevating the average order value. The appeal of getting something extra for the money spent makes this promotion a perennial favorite.

On the flip side, early access or exclusive deals don’t seem to hit the mark as effectively. Only 7% of shoppers state this as their preferred deal, suggesting that the allure of exclusivity might not be as strong as the straightforward appeal of immediate savings. Understanding these preferences can help you tailor your promotions to meet customer expectations, ensuring your BFCM strategy is not just competitive but also compelling enough to capture those holiday dollars.

Review Past Performance and Set Goals

Before diving into the holiday frenzy, take a moment to revisit last year’s campaign performance. Look at what worked and what didn’t: examine messaging, keywords, campaigns, ad groups, deals, promos, and products. Lean into strategies that delivered results while pulling back from those that fell short. Did you notice any top efficiency campaigns that lost impression share due to budget constraints? That’s a clue where you might need to allocate more budget this year.

Don’t overlook your search term report from last year, either. Were there search terms driving revenue that you weren’t actively bidding on? Make sure to bid on those this year to increase your chances of showing for those search terms while also catching cheaper CPCs. At the same time, keep an eye out for irrelevant terms that came through, wasting ad spend, and cut them out.

Once you’ve dissected past performance, it’s time to set clear, measurable goals for the upcoming BFCM period. Use your data insights to inform adjustments in strategy, budgeting, and expectations. Knowing where to push and where to scale back can be the difference between a good campaign and a great one. Remember, the data from past performance is your playbook; use it to craft a smarter, more effective strategy for this year’s high-stakes shopping season.

Warn the Algorithm that Change is Coming by Setting Seasonality Adjustments

To prepare for the BFCM rush, it’s crucial to let your algorithm know that a change is on the horizon. This means setting seasonality adjustments to account for the expected surge in budget and conversion rates (CVRs). These adjustments help the algorithm anticipate the increased demand and adjust bidding strategies accordingly. It’s a bit like giving your system a heads-up that things are about to get busy, ensuring it’s not caught off guard.

When setting these adjustments, make sure they’re active for more than seven days. If you are expecting your sale changes to take longer than seven days, consider adding multiple seasonality adjustments.

Take a look at last year’s BFCM conversion rate increase to determine what your adjustment should be. This historical data provides a solid benchmark for expected performance shifts, allowing you to set realistic and effective adjustments. However, be mindful that this approach often results in higher cost-per-clicks (CPCs). It’s a trade-off for staying competitive during peak periods. With the right adjustments in place, your campaigns are better positioned to handle the BFCM frenzy, ultimately leading to more effective bidding and improved overall performance. It’s about setting the stage for success before the holiday shopping bonanza kicks in.

Add New Sales/Deals-Related Keywords to Your Keyword Strategy

As the holiday season approaches, it’s crucial to adapt your keyword strategy to capture the attention of deal-seeking shoppers. We always recommend creating a promo campaign that exclusively targets keywords with sale modifiers. These might include phrases like “Black Friday deals,” “Cyber Monday discounts,” or “holiday sale offers.” By honing in on these terms, you can specifically attract users who are actively searching for promotions ready to shop some deals.

Next, organize your ad groups by products. This segmentation allows you to tailor your messaging and offers more effectively, ensuring that each ad resonates with the specific interests of your audience. It’s essential to max out budgets for these high-intent terms, as they are likely to drive substantial traffic and conversions during the BFCM period.

To determine what keywords to use in your new campaign, review the search term report for inspiration. This report provides insights into the actual terms users are searching for, allowing you to identify additional opportunities for keyword expansion. Look for patterns and trends in the report to uncover new phrases that align with your promotions.

Incorporating these strategies will not only enhance your campaign’s visibility but also position your brand to capitalize on the increased shopping activity during the holiday season. By aligning your keywords with consumer intent, you ensure that your ads are reaching the right audience at the right time.

Optimize your PMax campaigns for sales

To make the most of your Performance Max (PMax) campaigns during BFCM we typically recommend ecommerce accounts follow the following steps:

• Promo Asset Groups: Start by creating a dedicated “Promo” asset group for each sale you’re running. Consistency is key, so ensure the creative and copy you use are aligned across all channels. Running this new asset group with teaser ads a week before the sale not only generates early demand but also helps the algorithm get out of its learning phase, optimizing performance when the main sale kicks off.
• Improving Asset Group Signals: Add promo-related keywords as search themes to capture the attention of deal-seeking shoppers. Also, incorporate audience signals specifically targeting holiday deal seekers, ensuring that your ads reach those most likely to convert. 
• Update Your Feed: Don’t forget to update your product feeds to highlight the deals you’re offering. Do this at least 7 days in advance to allow ample time for troubleshooting any feed-related issues that might arise. 
• Consolidate your Campaigns: A consolidated approach to product segmentation is recommended, as it aids the algorithm in optimizing more efficiently. Over-segmentation can dilute the effectiveness of your campaign, making it harder for the algorithm to find and focus on winning strategies.

By following these steps, you’ll be well-equipped to leverage PMax campaigns effectively, capturing the attention of your target audience and driving sales during this peak shopping period.

Craft Urgency-Driven Ad Copy and Optimize Landing Pages

Creating urgency-driven ad copy is crucial in capturing the attention of potential customers during the high-stakes BFCM period. Phrases like “limited-time offer” or “only a few left in stock” tap into the psychological triggers of scarcity and exclusivity, compelling users to act swiftly. Countdown timers in ads can further amplify this effect by introducing a tangible deadline, nudging consumers toward immediate action.

But it’s not just about the ad copy; the landing page must echo this urgency. Imagine clicking on an ad promising a flash sale only to land on a generic page with no mention of it. That’s a conversion killer. Ensure your landing pages are not only visually aligned with your ads but also reinforce the same urgent message. They should be designed for seamless navigation, prominently featuring the offer and a clear call-to-action.

Additionally, integrating elements of social proof—like customer reviews or real-time purchase notifications—can enhance credibility and drive engagement. These subtle cues suggest that others are buying and benefiting from the deal, encouraging more users to join in/

In essence, your ad copy and landing pages should work in harmony, creating a cohesive and persuasive user experience that leverages urgency and social proof to drive conversions. This alignment is key to maximizing ROI during BFCM.

Utilize extension assets to promote your sales

Leveraging extension assets in your Google Ads campaigns can significantly enhance visibility and drive more traffic during the BFCM frenzy. We always recommend utilizing all three of these asset extensions for each promo you run:

• Promo extensions are a must-have, allowing you to highlight special promotions like discount codes or limited-time offers. They can accommodate various promo types, whether it’s a monetary or percent discount, giving you flexibility.

Sitelink extensions are another powerful tool. They can direct users to specific sales-related pages or funnel traffic to product pages that historically perform well during sales events. Think custom deals pages, top-performing categories, or those hot-ticket items with irresistible deals.

Headline extensions, which can automatically tailor your ad copy for all ads within a specific campaign or ad group. By adding both a headline and description, you can ensure that your promotions are front and center. Pinning the headline or description guarantees that it shows for every searcher, maximizing your ad’s impact.

Incorporating these extensions isn’t just about adding more content to your ads—it’s about strategically guiding potential customers to the most relevant parts of your site where they’re likely to convert. With the right extensions in place, your ads become more than just attention-grabbers; they turn into conversion-driving machines that help you make the most of the holiday shopping rush.

Leverage Smart Bidding, Audience Targeting, and Remarketing

To make the most of your BFCM campaigns, smart bidding can be your best friend. Automated bidding solutions like Target ROAS or Maximize Conversions Value adjust bids in real-time to optimize for conversions and boost your ROI. This takes the guesswork out of the equation, letting algorithms do the heavy lifting while you focus on strategy.

Precise audience targeting is crucial during BFCM, where every second counts. By zeroing in on high-intent shoppers—those who are most likely to convert—you ensure that your ads reach the right eyeballs at the right time. Use audience insights to craft segments based on behaviors, interests, and past interactions. This way, you’re not just casting a wide net; you’re fishing where the fish are.

Remarketing plays a pivotal role in re-engaging past visitors who may have shown interest but didn’t quite make the purchase. Set up remarketing lists to target these folks with tailored ads, reminding them of the deals they almost snagged. This not only increases your chances of conversion but also maximizes your ad spend by focusing on warm leads. By combining smart bidding, precise targeting, and effective remarketing, you create a trifecta that not only captures but captivates your audience during the high-stakes BFCM period.

Utilize AI Tools for Enhanced Decision-Making

AI tools have revolutionized how marketers approach campaign strategies, especially during high-stakes periods like BFCM. Google’s AI recommendations are a game-changer, offering insights that can help refine your campaign strategies and adapt swiftly to changes in consumer behavior. These recommendations can assist in identifying patterns and trends that might be missed otherwise, enabling you to make data-driven decisions with confidence.

Performance Max campaigns are another powerful AI-driven solution designed to broaden your reach with minimal manual intervention. By leveraging machine learning, these campaigns optimize across all Google channels, ensuring your ads are shown to the most relevant audiences. This means you can effectively capture a diverse range of potential buyers without getting bogged down in the nitty-gritty details of manual optimizations.

By integrating AI tools into your campaign strategy, you’re not just keeping pace with the competition—you’re setting the stage for success.

Optimize for Mobile Shoppers

With mobile shopping becoming increasingly dominant during BFCM, ensuring your campaigns are mobile-optimized is non-negotiable. Mobile devices offer a unique blend of convenience and immediacy, making them the go-to choice for many shoppers seeking quick, seamless experiences. So, how do you make the most of this trend?

First, streamline your mobile ad strategies. Design ad creatives with mobile users in mind by using short, impactful copy and eye-catching visuals that load quickly. The goal is to capture attention while providing an effortless shopping experience.

Next, consider the psychology of mobile shopping. Users often shop on-the-go, meaning your campaigns should cater to this sense of urgency. Incorporate elements that emphasize speed and ease, such as “Buy Now” buttons and simplified checkout processes.

App campaigns are another critical component for those ecommerce brands that have apps. They allow you to engage users directly within your app, which is particularly effective for retaining high-intent shoppers. Ensure your app is not only user-friendly but also optimized for fast loading times and straightforward navigation. By honing in on these strategies, you’ll effectively capture and convert mobile shoppers during the high-stakes BFCM period.

Conclusion

Optimizing your Google Ads campaigns during the high-stakes BFCM period is a game-changer for maximizing revenue. By starting early, reviewing past performance, and setting clear, measurable goals, you lay a solid foundation for success. Implementing seasonality adjustments keeps the algorithm primed for increased activity while adding new sales-related keywords ensures you capture every opportunity.

Crafting urgency-driven ad copy and optimizing landing pages can drive engagement by leveraging psychological triggers. Utilizing extension assets highlights your promotions effectively, and smart bidding, audience targeting, and remarketing enhance your campaign’s reach and impact. Don’t forget to harness AI tools for data-driven decision-making and optimize for mobile shoppers to capture the growing mobile market.

Post-Black Friday, extending deals and nurturing leads maintains momentum and capitalizes on new customer relationships. By incorporating these insights, you’ll enhance visibility, engagement, and sales, making the most of the holiday shopping frenzy. Remember, success in holiday marketing requires continuous learning and adaptation. Stay agile, and you’ll thrive in this dynamic landscape.

Ready to maximize your Black Friday and Cyber Monday sales with a powerful SEM strategy? Contact our team of experts today to get the support you need to drive optimal results.

The post BFCM Marketing: SEM Strategies for the Holiday Season appeared first on NoGood™: Growth Marketing Agency.