For the growth of every business, a great platform to advertise and showcase your product and services is essential. Therefore reaching the customers at the very moment, they are surfing for your products on Google, and another engine is what you need to do. The best way to make it all possible with Search Engine Marketing (SEM) it will somehow get connected with Search engine optimization (SEO).
Here the question is – What is Search Engine Marketing? It is the process of marketing business primarily via paid ads that appear on search engine results pages (SERP) also known as paid search marketing or PPC advertising. In simple words, it can be said that it’s a kind of internet marketing. That is used to gain traffic or visibility for business through search engines using both paid or unpaid schemes (SEO). The most usually recognized and utilized paid search tool is Google AdWords although Yahoo or Bing might be also helpful for your business promotion.
Now explore this topic even more and see how SEM is beneficial for your business. First of all, let’s understand a few terms that are used in SEM.
Cost per Click (CPC) – It will determine that how much you pay when someone clicks your ad
Cost per Million Impressions (CPM) – It is the amount that you have to pay depending on how many people have seen your ad, i.e., actually how many times your ad was visible on SERP.
Quality Score – It is the Google rating of your ad quality or relevance which will determine your ad rank in SERP.
Click Through Rate (CTR) – It is the number of hits you got to your site from persons that saw the ad.
1. Choose Unique ROI Driven Campaign
If you want to make most out of your business marketing budget then building and managing smart SEM campaign is perfect to go. Google Adwords allows you to put up SERP ads with the help of Google Campaigns in which you can create separate Ad Group based on your products and services. These campaigns will give a much more to learn, and you can manage campaigns more flexible or conveniently. For this purpose firstly set your budget, set clear goals, define a practical approach as well as select the right keywords.
The other thing is that how you can measure the success of SEM campaign. You can also set up Google Analytics funnels to track what happens when people reach your website. However, it will take spending much time in SEM if you don’t put goals, budget and high-quality score. A successful campaign can result in a profit in the form of increased ROI (Return on Investment).
2. Use Relevant Landing Pages or Keywords
These are the two important key factors that play an essential role in Search Engine Marketing to encourage the customer to convert. A landing page is a particular page on your website that has a specific objective to achieve. You can be able to share a landing page in some SERP ads. A famous survey says that only 48% of businesses create one new landing page when they start on a campaign. Hence it can be an excellent opportunity for you to enhance business lead through relevant landing pages or keywords. It can eliminate hurdles between you and accomplishing your goals.
Use a high-quality landing page that meets the customer’s exact needs and popular keywords that are mostly searched by people on the web. It will let you know that what phrases persons are using to come across sites like yours. You will also get a concept of how much you have to pay for that keyword. Remember one thing if your keywords and landing pages are not relevant it can lower your quality score. As a result, you ought to spend more.
3. Build Your Brand Image via SEM
With SEM your business can gain more exposure it will start to appear as a reputable brand name in your preferred industry. Search Engine Marketing can make your site noticeable to those billions of people searching over the cloud. As a result, those online customers can begin to believe you as a professional medium and will likely to pick your services in comparison to others in your industry. Experts calculation says that it obtains 7-13 touch points with business before someone turns into paying customer. SEM is the precise way to improve your brand recognition by 24/7 availability. Therefore, people will become familiar with your brand.
4. Focus on Conversion Rate
It is another vital thing that you must have to focus on, i.e., how to improve conversion rate when you are getting enough traffic for your business, but not many people are buying. Here you can use free Google Ads conversion tracking tool to determine what number of people are buying for stuff after they visit on your website. It will show you the conversion rate that you are getting.
Via this excellent tool, you can understand how effective your campaigns will be ones you make changes to them. You can even use video on landing pages to build customers trust as well as include customer reviews. You can also attract buyers by including prices in your ad or make sure it will contain contact information for better conversion rate.
5. Cost-Effective Marketing Strategy
SEM is said to be the most cost-effective marketing strategy as you can choose the budget for your campaigns. It is less expensive than any other marketing strategies like Google sometimes rewards you with lesser costs and upper visibility. However, you need to consider the secret to keep the Adwords price low because it could be expensive if you don’t hold the focal point on necessary elements like SEO, Quality score, social media presence, etc.
6. Reach Prime Target Customers
SEM is one of the right means to pay attention to your target customers in an approach you never may with traditional marketing. The more targeted you can create ad the more improved that ad will perform with customers. That’s how you can estimate who will benefit from your product and services reach out and get in touch with them. In short, it can say that nothing can get leads and sales quickly than Search Engine Marketing.
7. Include Negative Keywords
Here you need to know about negative keywords to run a smart SEM campaign. These are the words that you don’t want to include in your ad. Although these words might be used with a keyword, you are targeting in a search. These words have minus sign before them, but if by mistake they might appear in search engine result pages it can mislead the searchers. So choose the negative keywords wisely that effectively resemble your products and services.
8. Utilize Organic Search
If you know the relevant keywords now, it’s time to put them to work. Start with your website first you should confirm that your site has the significant eye-catching content to build the business marketplace. Next, you have to focus on website structure, i.e., the code of your website which is recognized by search engines when they stay on your website. Make sure that your site is crawlable (get indexed by search engines), and must have the description meta tag. This description will show in search outcomes which will avail a big chance for you to attract the searcher to connect through to your Website.
9. Keep Good Quality Score
For maintaining better ad position in SERP at lower costs keeping a good quality score is essential as Google favors ads that are very relevant to customer queries. Hence you have to concentrate on running an excellent campaign for the long-term including all mandatory attributes. A numeric value of 1 to 10 represents a quality score where a good quality score ranges between 7 and 10.
10. Take Quality Links to Your Site
Here you have to know the link building strategy to pursue higher ranking and popularity in the eyes of Google and other engines. Link building is the technique of gaining links to your website through other websites that are frequented by your targeted audience. Thus you have to load your site with informative or exciting content for example:- popular articles etc. and get your site listed in online index/directories.
To learn more about SEM, you can also download the Search Engine Marketing Tutorial which is available online in PDF (Portable document format).