What Is Search Engine Marketing? How Audio Fills the Gaps

Nearly 16.4B Google searches take place every day. 1 Whether users are looking for the best Italian restaurant in town, running shoes for flat feet, or a promo code for a clothing retailer, they’re actively hunting for answers, products, and services. It comes as no surprise that 33% of internet users 16 and up discover new brands, products, and services via search engines. 2

For brands, this consumer behavior represents a massive opportunity. But simply having a website isn't enough to capture demand. You need visibility. This is where search engine marketing (SEM) delivers. While search engine optimization (SEO) plays the long game of organic rankings, SEM is the accelerator—placing your brand front and center when intent is highest. However, the digital landscape is shifting. Thanks to the popularity of screen-free media consumption, on-the-go discovery, and the rise of AI tools, relying solely on search results risks missing incremental reach.

In this deep dive, we’ll break down the fundamentals of SEM, why it remains a powerhouse strategy, and how pairing it with audio advertising creates a full-funnel approach that captures attention and builds awareness—especially when screens can’t. 

What is SEM, and how does it work?

SEM, also known as pay-per-click (PPC), is a digital strategy used to capture high-intent demand from search engine results pages (SERPs). Historically, the term once encompassed both organic and paid search activities, but it is now primarily used to describe paid search advertising. 

At its core, SEM allows advertisers to bid on keywords that users enter into search engines like Google or Bing. When a user’s query matches the target keyword(s), the brand’s ad competes in a real-time auction and appears in a prominent position, usually at the very top or bottom of the results page. Brands only pay when a user clicks on the ad, making SEM a measurable acquisition channel. 

For years, the formula was simple: bid on high-value keywords, write text ads, and drive clicks. But consumer search is evolving rapidly due to the growth of AI, social media, and smart devices. 

AI overviews

With the rise of AI-generated overviews on search engines, users are getting answers directly on the results page without always needing to click through to a website, aka zero-click results. This shift means brands need to reframe (and restrategize) their visibility.

Social search

Social media platforms like TikTok are becoming de facto search engines. This is particularly true for younger demographics who prefer visual verification over text-based links. In fact, 40% of consumers use TikTok for information, and almost 10% of Gen Z users prefer the platform over established search engines when seeking information. 3 

Voice search

Thanks to the proliferation of smart speakers and virtual assistants, voice search is increasingly prevalent and changing how people search. The way people verbally pose a query like "What's the best pizza place near me?" differs from how they type it, "best pizza near me,” altering keyword strategies. Brands that treat SEM as a static channel risk falling behind. Adapting to these ever-changing shifts requires a strategy that is flexible and omnipresent.

What are the benefits of SEM?

Despite the evolving landscape and shifts in consumer behavior, SEM remains a cornerstone of digital marketing for a reason: It captures demand at exactly the right moment. Here’s why it belongs in your media mix.

Boosts brand awareness and visibility 

Even if a user doesn't click on your ad immediately, simply appearing at the top of the search results helps reinforce your brand name. When users see your brand associated with the solution to their pain point problem, it builds credibility and top-of-mind awareness—especially in competitive categories.

Meets users during their search

Timing is everything in marketing. SEM allows you to meet users exactly when they are looking for a solution. While social media ads can clutter and interrupt a user's feed during casual scrolling, search ads appear when the user is actively seeking information. During these search sessions, they’re already in the right headspace to engage with your product or service, whether it’s a site visit or purchase. 

Shortens the sales cycle

SEO takes time to build authority. By contrast, SEM puts you in front of users who are ready to convert or buy. By targeting bottom-funnel keywords like "buy," "deal," or “promo,” you can get closer to capturing leads that are on the verge of conversion, shortening the sales cycle and delivering more measurable impact. 

How to address SEM’s limitations with audio advertising

SEM is powerful, but it isn't perfect. It relies on a user actively sitting in front of a screen and typing in a query. It captures existing demand but doesn't necessarily create it.

This is where audio advertising steps in. By pairing SEM with digital audio like podcasts and streaming music, you can build a full-funnel strategy that fills the gaps left by search alone.

Creating even more demand

SEM thrives on existing intent, but audio builds the awareness and interest that leads to that intent. A user scrolling through Google typically has a problem they want to solve. However, a podcast listener is engaged in content they love and aren’t necessarily looking for a product or brand at that moment. Audio ads allow you to introduce a need or a solution before the user even thinks to search for it. By telling a compelling brand story through audio, you plant the seed among ad-receptive listeners that eventually leads to a branded search later.

Reaching users during screen-free moments

One of the biggest limitations of SEM is that it requires visual attention. But life happens away from screens, and this is where audio shines. Audio advertising reaches consumers during daily moments when visual media can’t, from driving, to cooking, to working out, to walking the dog. These screen-free moments are valuable opportunities to build brand affinity and incremental exposure without competing for visual attention. After all, 74% of digital audio listeners have discovered a new product or brand through an audio ad. 4

Enhancing full-funnel support

Audio is a full-funnel powerhouse. It builds familiarity (awareness) and affinity (consideration) long before a user engages with a search engine (conversion). When a consumer finally does go to Google to look for a brand or product, they are more likely to click on the brand that was endorsed by their favorite podcast or that offered them an hour of uninterrupted music listening in exchange for ad engagement.

Rounding out a cross-channel strategy

Relying on a single channel can be risky. A healthy media mix leverages the strengths and versatility of multiple platforms. When you pair audio and SEM together, audio drives the brand recall and interest that fuels search volume, while SEM captures that interest and converts it into sales.

How to get started with SEM

When launching your first search engine marketing campaign, follow this strategic framework to get you moving.

Set your campaign goals

First things first, define what success looks like. Are you aiming for brand awareness (impressions), consideration (clicks/traffic), or conversion (sales/leads)? Your campaign goals will dictate your bidding strategy and how you measure ROI.

Pinpoint the right keywords

Keyword research is the foundation of SEM. Identify the terms that are relevant to your business, and focus on high-intent keywords—phrases that indicate a readiness to buy. For example, "best accounting software for small business" or “accounting software pricing” signify purchase readiness.

Get creative with your ad

You have limited characters to make an impact, so make them count. Your ad copy should directly address the user's pain point and offer a clear solution. Tailor your message to the user's intent. If they are searching for a "subscription discount," highlight your pricing or a limited-time promotion. If they are searching for "top-rated subscription," highlight your testimonials or awards.

Test, then test again

SEM is not a "set it and forget it" channel. The most successful advertisers are constantly experimenting. Run A/B tests on your headlines, descriptions, and landing pages. Additionally, experiment with different keyword match types and bidding strategies to see what drives the most qualified traffic. Continuous optimization is critical to keep your costs manageable and your conversions up.

Get started with SiriusXM Media

SEM is a vital strategy for capturing demand, but it shouldn't be your only tool. To truly grow your brand and campaigns, you need to reach audiences before they type a query. Audio advertising provides the emotional connection and reach that turns ad-receptive listeners and search engine users into loyal brand advocates.

Ready to see how audio can supercharge your search strategy? Let’s talk. 

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