Search Engine Marketing is a form of Internet marketing that involves buying traffic through paid search activities. SEM is often used to describe actions related to researching, submitting and positioning websites in search engines. This includes things like search engine optimization, paid listings and other search engine related services and functions that will increase exposure and traffic to your website.
Some of the most common Search Enine Marketing best practices include:
- Using keywords and keyword analysis.
- Search engine optimization (SEO).
- Create ads and content for local listings and geo-targeted ads.
- CPC (cost-per-click) – how much you pay when someone clicks on your ad.
- CPM (Cost per million impressions) – This is another way to pay for search advertising. Depending on your goals and how the ad tool is set up, you may want to pay only for ads that are viewed.
- CTR (click through rate) – the number of clicks you get to your website from people viewing the ad, even if they didn’t click on the ad itself.
SEM offers you the opportunity to pay based on clicks (you only pay for each click through an ad to your website or landing page). Ads in a successful SEM campaign will be shown to consumers who are specifically looking for your product or service, resulting in higher conversion rates.
How Much Does SEM Cost Compared To Other Methods?
When you run an effective SEM campaign, Google rewards you with lower costs and higher visibility.
But if you choose the method without planning it, then Google will reward you for what you pay. Other platforms have similar systems that reward quality. When you hear people talk about how expensive AdWords is, it’s because so many small businesses don’t understand why they are paying more.
They don’t get the secret to keeping AdWords costs down. SEM can be more expensive marketing if you don’t also focus on long-term strategies including maintaining quality scores, SEO and social media presence. But in the short term, nothing can drive more leads and sales faster than SEM.
Difference Between SEM and SEO
SEM is a broader term than SEO. Where SEO aims to provide better organic search results, SEM uses search engines to advertise your website or business to Internet customers and send more targeted traffic to your website. For example, when people use search engines to search for certain keywords, organic search engine results are where SEO technology can help your website become more visible. Paid ads, or sponsored links that are prominently displayed above or next to organic search results are SEM products. SEO and SEM are not competing services. SEO is considered a subset of SEM services. If you want to do business on the Internet, you need to be visible in both organic and advertised links, which means a business needs both.
Importance of SEM Traffic
SEM traffic is considered the most important source of Internet traffic because it is targeted. It is widely accepted that people use search engines to find a solution to a problem. The relevance of the website and the advertisements displayed make SEM traffic more valuable than any other source. Facebook and twitter try to optimize their advertising platforms to take advantage of targeted traffic but traffic coming directly from search engines has better ROI.
The Importance of Search Engine Marketing
SEM grabs the audience’s attention at the right time
Research shows that 90 percent of people who search online know exactly what they are looking for. When they enter a keyword that has relevance to the keywords you put in, then your business can be trusted.
Geo targeting and Ad scheduling
Two of the most attractive aspects of Search Engine Marketing are Geographic targeting and Ad scheduling. Unlike conventional media, these two features offer the great advantage of enabling us to target the right audience at the right time. Geotargeting helps marketers to target their ads only to specific locations in the world where their services are available. Whereas ad-scheduling refers to the process by which a certain time, date and frequency of an advertisement is decided.
Easy and fast to apply
Setting up a SEM campaign is quick and easy. While it may take a while for you to see the full impact of the campaign, it is very flexible and configurable and can be set up within hours. Changes can be made on an ad-hoc basis, so you can tailor your website content, keywords and spending to suit your targeted audience. On AdWords and most other PPC platforms, you can set a daily budget as low as $10. This way you are never surprised by very high advertising bills.
Can be evaluated and measured
Perhaps the most important advantage of Search Engine Marketing is that it can be measured and evaluated. SEM being a very flexible form of marketing offers the facility to evaluate the impact of an advertising campaign on the target audience and the marketing focus can be changed according to the responses received. With this program, you can find out if a visitor came through a link from another site or by using a search engine. Moreover you can even see what search terms visitors used to find the site in search engines. Whatever the goal, you can find out exactly how much value this marketing and advertising channel generates. So that the budget can be decided wisely and appropriately.
Increase Brand Awareness
SEM (and SEO) not only helps generate traffic to your website but can also increase brand awareness. The higher your product or service ranks in search engines, the more likely it is that consumers will visit your website and prefer you or even recommend your offerings. Over time, you will be trusted as a trusted provider.
Give You Competitive Advantage
Through excellent SEO, do your competitors already have the coveted top spots in organic search results? You can appear above them with paid ads and take the clicks that should be theirs. Most businesses don’t use Search Engine Marketing to its full potential. They pay more and earn less. Got a smart competitor? The right strategy can also outsmart them to increase your own market share.