When you think about finding information on the Internet, the first place you go to is Google, Safari, or Bing.
These are all search engines and they're built to aggregate web pages so that it can be easy to find answers or information relating to what you're searching for.
Just like you, billions of internet users are making search queries every day.
Google alone receives 2 billion search queries per day. That's 25% of Earth's population.
Since 25% of Earth's population can be found on a platform, putting information about your business on such platforms sounds like a great strategy.
As more businesses realized this breakthrough opportunity, Search engine marketing was created and wildly adopted as one of the best digital marketing strategies.
SEARCH ENGINE MARKETING: DEFINITION
Search Engine Marketing(SEM) is a digital marketing strategy that involves promoting and getting visibility for a business website from a Search Engine Results Page(SERP) whether through advertising(Search ads) or Organic listing (SEO).
Search Engine Marketing (SEM) also known as Pay-Per-Click (PPC) marketing, is widely adopted by brands to get visitors to click on their websites.
This is adjudged one of the best lead-generation strategies that culminate in sales and revenue for businesses.
Whether it's through search ads or Organic listing(SEO), ranking on search engine result pages for niche-related keywords will help drive thousands and millions of eyeballs and visitors to your website.
SEARCH ADS
Search ads are a common form of Search Engine Marketing or pay-per-click (PPC) advertising, where advertisers pay a fee each time their ad is clicked.
This form of advertising is prevalent on search engines like Google Ads and Bing Ads.
Search ads appear on search engine results pages (SERPs) when users enter relevant queries.
These ads are typically displayed above or below the organic search results and are marked as "sponsored" or "ad."
Advertisers bid on specific keywords related to their products or services, and their ads are shown to users who search for those keywords.
SEO (ORGANIC RANKING)
Search Engine Optimization(SEO) involves structuring content to rank higher organically on search engine result pages (SERPs).
Unlike search ads, SEO are unpaid technique to rank a website higher for specific keywords.
These techniques involve Keyword researching, on-page optimization, backlinking, site structuring, quality content, etc.
These techniques will help rank a website organically for keywords customers use to search for information online, especially when it relates to your niche or industry.
For example, when a random internet user searches "Skincare routine for pregnant women" you'll find skincare brands or websites that have articles and products related to this keyword, listed as results from the search query.
Some are paid ads, others are organic listings. SEO is how you get your brand listed organically without spending on ads.
SEARCH ADS VS ORGANIC RANKING (SEO)
Search Ads and SEO (Search Engine Optimization) are two distinct but complementary Search Engine Marketing (SEM) strategies.
Search Ads involves;
Paid Placement: Paying for ad space on search engine results pages (SERPs).
Immediate Visibility: Provides quick visibility as ads appear once the campaign is set up.
Cost: Incurs direct costs per click or impression.
Flexibility: Allows for precise targeting based on keywords, demographics, and user behavior.
SEO (Search Engine Optimization) is focused on;
Organic Ranking: Optimizing website content and structure to improve organic search rankings.
Long-Term Strategy: Takes time to see results but can yield sustainable and lasting benefits.
Cost: Mainly involves upfront and ongoing efforts, with potential long-term cost-effectiveness.
Credibility: Higher organic rankings are often seen as more trustworthy by users.
BENEFITS OF SEARCH ENGINE MARKETING
1. Immediate Visibility:
SEM provides businesses with rapid visibility on search engine results pages (SERPs) through Search ads, and SEO, ensuring immediate exposure to potential customers.
2. Targeted Audience Reach:
SEM allows precise targeting based on keywords, demographics, and user behavior, ensuring ads and content are shown to a relevant audience actively searching for products or services.
3. cost-effective advertising:
With Pay-Per-Click (PPC) models, advertisers only pay when users click on their ads, providing a cost-effective approach where expenses directly correlate with user engagement.
4. Flexible Budgeting:
SEM accommodates businesses of all sizes, allowing advertisers to set daily or campaign budgets, and providing flexibility in managing advertising costs.
5. Measurable Results:
SEM platforms offer robust analytics tools, enabling advertisers to track and measure campaign performance, including clicks, impressions, and conversions, facilitating data-driven decision-making.
6. Enhanced Brand Visibility:
SEM positions ads prominently at the top of SERPs, contributing to increased brand visibility and recognition, especially when combined with organic search efforts.
7. Geo-Targeting for Local Reach:
Local businesses benefit from SEM's geo-targeting capabilities, ensuring ads are shown to users in specific geographic locations, effectively reaching local customers.
8. Adaptable Ad Formats:
SEM supports various ad formats, including text, display, and video ads, allowing advertisers to choose the format that aligns best with their marketing goals and target audience.
9. Quick and Measurable ROI:
SEM provides quick and measurable returns on investment, allowing advertisers to assess campaign performance in real time and make adjustments for optimal results.
10. Competitive Edge:
By leveraging SEM effectively, businesses can gain a competitive edge in the online marketplace, outranking competitors in search results and capturing the attention of potential customers more effectively.
DISADVANTAGE OF SEM
1. Costs:
SEM can become expensive, especially for highly competitive keywords, as businesses bid against each other for ad placements. Continuous spending is required to maintain visibility.
2. Click Fraud:
Click fraud, where competitors or automated systems click on ads without genuine interest, can inflate costs and impact the accuracy of performance metrics.
3. Ad Blindness:
Users may develop ad blindness and consciously or subconsciously ignore paid advertisements, focusing solely on organic search results.
4. Dependency on Platforms:
SEM relies on search engine platforms, and changes in algorithms or policies can impact campaign effectiveness. Businesses may find themselves at the mercy of platform updates.
5. Ad Blockers:
The rise of ad blockers poses a challenge as users increasingly choose to block ads, reducing the reach of SEM campaigns and potentially affecting their efficacy.
6. Intense Competition:
In highly competitive industries, the bidding war for top ad positions can escalate, making it challenging for smaller businesses with limited budgets to compete effectively.
7. User Trust Concerns:
Some users may inherently distrust paid ads, preferring organic search results. Building trust through organic methods like SEO might be a more suitable approach for certain industries.
CREATING AN SEM CAMPAIGN STRATEGY
Before launching an SEM campaign, it is important to understand and adopt some strategies that will guide you and help you get effective results and returns on your investments.
Here are some of the best SEM strategies you can utilize to get great results;
SEARCH ADS:
1. Keyword Research:
Keyword research is very crucial when it comes to building a successful SEM campaign.
Whether it's through Search ads or Organic Ranking (SEO), Keyword research should be your starting point.
Identify high-performing keywords for search ads. These could be long-tail keywords or short-tail keywords.
Use tools like Google Keyword Planner, SEMRUSH, Moz, and other keyword research tools for insights.
2. Compelling Ad Copies:
When running search ads, craft engaging ad copies that resonate with your target audience. Include keywords and a clear call to action.
3. Landing Page Optimization:
Ensure landing pages align with ad content. Optimize for conversions and provide a seamless user experience.
4. Ad Extensions:
Utilize ad extensions to enhance your ad's visibility and provide additional information.
5. Geo-targeting:
Use geographical targeting to focus your ads on locations relevant to your business.
6. Bid Strategy:
Choose a bidding strategy that aligns with your goals, such as maximizing clicks or conversions.
SEO STRATEGY:
1. On-Page Optimization:
Optimize website content with relevant keywords. Ensure meta titles, descriptions, and headers are SEO-friendly.
2. Quality Content:
Develop high-quality, relevant content that adds value to users. Regularly update and refresh content.
3. Backlink Building:
Build authoritative backlinks to improve your site's credibility. Focus on obtaining links from reputable sources in your industry.
4. Mobile Optimization:
Ensure your website is mobile-friendly for a better user experience, as mobile-friendliness is a factor in search rankings.
5. Site Speed:
Optimize page loading speed for both desktop and mobile users. Faster sites are favored by search engines.
6. Technical SEO:
Address technical aspects like sitemaps, robots.txt, and canonical tags to improve search engine crawling.
7. Local SEO:
Optimize for local searches, especially if you have a physical presence. Claim and optimize your Google My Business listing.
8. User Experience (UX):
Enhance the overall user experience on your website. A positive UX contributes to better search rankings.
CONCLUSION
Search engine marketing is the perfect marketing strategy to adopt for businesses aiming to building a long term and effective brand.
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