9 Types of SEM Ads Proven to Boost Traffic and Conversions

Search Engine Marketing (SEM) is one of the most powerful ways for businesses to attract traffic and drive conversions. SEM ads appear directly on search engine results pages (SERPs), giving businesses instant visibility with users who are actively searching for their products or services. This comprehensive guide covers 9 types of SEM ads that can help you reach your marketing goals.

What Are SEM Ads?

Definition of SEM Ads

Search Engine Marketing Ads (SEM ads) are paid advertisements displayed on search engines like Google and Bing. Unlike SEO, which is focused on organic growth, SEM offers instant visibility by placing ads at the top of SERPs through bidding on keywords. SEM ads are highly targeted, which makes them effective for attracting high-intent traffic and boosting conversions.

How SEM Ads Drive Traffic and Conversions

SEM ads are designed to drive targeted traffic. By appearing at the top of search results for relevant queries, SEM ads attract users who are ready to take action. This makes SEM ads an ideal choice for businesses looking to generate immediate conversions.

Key Benefits of SEM Ads:

Immediate Visibility: Ads are displayed as soon as the campaign is launched, unlike SEO which takes time to rank organically.

Targeted Reach: SEM ads can be tailored based on demographics, location, and search behavior.

High-Intent Traffic: Users who click on SEM ads are often ready to make a purchase or take action.

 

Overview of 9 Types of SEM Ads

This section provides a breakdown of the 9 types of SEM ads and their unique advantages.

SEM Ad Types	Purpose	Ideal For
Search Ads	High-intent, direct conversions	E-commerce, Services
Display Ads	Brand awareness	B2C, Broad reach campaigns
Shopping Ads	Product-focused conversions	Retail, E-commerce
Video Ads	Visual engagement	Storytelling, Branding
Local Service Ads	Location-based targeting	Small businesses, Services
App Promotion Ads	Driving app downloads	Mobile apps, Gaming
Remarketing Ads	Re-engagement	B2C, E-commerce
Call-Only Ads	Generating phone leads	Emergency services, Sales
Social Media Ads	Multi-platform reach	B2C, Broad awareness

Each of these SEM ad types offers specific advantages depending on your goals, audience, and budget.

 

1. Search Ads – Best SEM Ads for Intent-Based Traffic

What Are Search Ads?

Search ads are text-based ads that appear above or below organic search results on SERPs. These ads are triggered by specific keywords that users search for, making them ideal for capturing high-intent traffic.

Benefits of Using Search Ads

Search ads are effective because they target users who are ready to take action. This intent-based approach results in higher click-through rates (CTR) and conversions.

Key Advantages of Search Ads:

High Relevance: Search ads appear when users are searching for specific terms, ensuring relevance.

Competitive Visibility: By appearing at the top of search results, search ads increase brand visibility.

Best Practices for Search Ads

Optimize Keywords: Use keywords that closely match the user’s search intent.

Write Clear CTAs: A compelling call-to-action (CTA) drives more clicks and conversions.

Leverage Ad Extensions: Include sitelinks, callouts, and structured snippets to add more value to your ads.

Example: A financial planning firm could target “retirement planning services” or “financial advisor near me” to connect with users actively seeking financial guidance.

 

2. Display Ads – Building Brand Awareness

What Are Display Ads?

Display ads are visually driven ads that appear on websites across the Google Display Network and other networks. These ads include images, banners, or animations, and are often used to increase brand awareness.

Benefits of Display Ads for Traffic and Conversions

Display ads are best for creating brand recall and reaching users who may not be actively searching for your product but fit your target demographic.

Advantages of Display Ads:

Broad Reach: Display ads can appear on a wide range of websites, reaching a larger audience.

Effective Retargeting: Remarketing through display ads keeps your brand visible to users who previously visited your site.

When to Use Display Ads

Display ads work well for brand-building campaigns. Although they may have lower CTRs than search ads, they are invaluable for increasing brand recognition.

Display Ads vs. Search Ads

Feature	Display Ads	Search Ads
Purpose	Awareness, Retargeting	High-intent search traffic
Format	Visual (images, videos)	Text-based
Best For	Awareness, broad reach	Conversions, high-intent targeting

Example: An apparel brand could use display ads to promote seasonal collections, targeting users who previously visited their site or searched for similar brands.

 

3. Shopping Ads – High-Converting SEM Ads for E-Commerce

What Are Shopping Ads?

Shopping ads are designed specifically for e-commerce businesses, displaying product images, prices, store names, and reviews directly in SERPs.

Benefits of Shopping Ads

Shopping ads are highly effective for driving conversions since they provide essential product details upfront, enabling users to make quick decisions.

Key Benefits:

Higher Conversion Potential: Users see product details, including price and ratings, before clicking.

Enhanced Shopping Experience: Shopping ads create a streamlined shopping journey by displaying all essential information on the SERP.

Examples of Effective Shopping Ads

For instance, a skincare brand could use shopping ads targeting keywords like “buy sunscreen” or “organic skincare products.” These ads allow potential customers to view product prices, images, and reviews, encouraging them to click and purchase directly.

 

4. Video Ads – Engaging Visual SEM Ads

What Are Video Ads?

Video ads are dynamic ads that appear on platforms like YouTube and across Google’s Video Network. These ads capture user attention and convey messages through visuals, making them ideal for storytelling.

How Video Ads Boost Traffic and Conversions

Video ads are highly engaging and allow brands to demonstrate product benefits, explain features, and create a memorable experience.

Advantages of Video Ads:

Increased Engagement: Video content tends to have higher engagement than static images.

Better Brand Recall: Users remember video ads better, especially if the content resonates with them.

Tips for Creating High-Converting Video Ads

Hook Viewers Quickly: Capture attention within the first 5 seconds.

Optimize for Mobile: Ensure the ad format works well on mobile devices.

Include a Clear CTA: Guide viewers on the next step, whether that’s visiting the site or signing up.

Example: A fitness app could use video ads to demonstrate app features, such as workout routines and progress tracking, motivating viewers to download the app.

 

5. Local Service Ads – For Location-Based Targeting

What Are Local Service Ads?

Local service ads are ideal for businesses serving specific geographic areas, such as plumbers, electricians, and real estate agents. These ads display at the top of SERPs with details like ratings and Google’s Google Guaranteed badge.

Advantages of Local Service Ads

Local service ads help service providers reach customers in their area who need immediate assistance.

Key Benefits:

Geographic Targeting: Shows ads only to users in specified locations.

Trust Signals: Features like Google Guaranteed increase consumer trust.

Direct Contact: Customers can call directly from the ad.

Example: A landscaping company could target searches like “landscaping services near me,” ensuring the ad reaches users within their service area.

 

6. App Promotion Ads – For Mobile App Marketing

What Are App Promotion Ads?

App promotion ads are designed to increase mobile app downloads by reaching users on mobile devices, Google Play, and even on search networks.

Why App Promotion Ads Boost Traffic and Conversions

App promotion ads help businesses stand out in a competitive app market, driving both installs and engagement.

Benefits of App Promotion Ads:

Target Mobile Users: Connects with users directly on mobile devices.

Optimized for Downloads: Encourages immediate action to install the app.

Example: A productivity app could use app promotion ads to target searches like “best to-do list apps” on Google Play, increasing downloads among users looking for similar tools.

 

7. Remarketing Ads – Re-Engage Past Visitors

What Are Remarketing Ads?

Remarketing ads are used to target users who previously visited your website or interacted with your brand, reminding them of your offerings as they browse other websites.

Benefits of Remarketing Ads for Conversions

Remarketing ads can significantly boost conversions by reaching users who have already shown interest in your brand.

Key Benefits:

Higher Conversion Rates: Targets users familiar with your brand.

Personalized Targeting: Segment audiences based on specific actions, like abandoned carts.

Example: An e-commerce store could use remarketing ads to show abandoned cart reminders, increasing the chance of conversions.

 

8. Call-Only Ads – For Businesses Relying on Phone Leads

What Are Call-Only Ads?

Call-only ads are mobile-specific ads that prompt users to call a business directly from the ad. They are ideal for businesses that rely on phone interactions, such as service providers and healthcare practices.

Benefits of Call-Only Ads

Call-only ads work well for urgent services and high-intent searches, connecting customers directly with a business for immediate assistance.

Advantages:

Direct Contact: Connects users to the business with one tap.

High-Intent Engagement: Targets users ready to take action.

Mobile Optimized: Designed for users on mobile devices.

Example: A dental office could use call-only ads with the phrase “Call Now for Same-Day Appointments” to capture leads who need urgent dental care.

 

9. Social Media Ads in SEM – For Multi-Platform Reach

What Are Social Media Ads?

Social media ads are SEM-style ads that appear on platforms like Facebook, Instagram, and LinkedIn. They allow businesses to reach users based on interests, demographics, and behaviors.

Benefits of Social Media Ads

Social media ads are ideal for expanding reach, creating brand awareness, and retargeting users who previously engaged with your brand.

Advantages:

Broad Audience: Reaches users across major social platforms.

Advanced Targeting: Targets audiences based on interests and demographics.

Multi-Channel Reach: Complements other SEM ad types in a cohesive strategy.

Example: A fitness brand could retarget users on Instagram who previously visited their website, showing ads for special offers to encourage conversions.

 

Conclusion: Using SEM Ad Types to Boost Traffic and Conversions

Selecting the right SEM ad types is essential for achieving targeted results. From search ads for high-intent conversions to remarketing ads for re-engagement, each SEM ad type brings unique value. By leveraging these ad types, businesses can drive targeted traffic, capture quality leads, and maximize ROI.

Final Recommendation: To see the best results, experiment with various SEM ad types, track performance, and refine your strategy based on your audience’s behavior and your business objectives.