The world of digital business is full of acronyms that might leave you baffled. SEO, SMO, PPC, and what not! Though SEM marketing is quite underrated among these and less known to people. You need to get acquainted with these terms to choose the best strategy for your business. To ensure your business flourishes, devise strategies in such a way that it makes out as much profit as possible.
You must have heard of various components in digital marketing such as Search Engine Optimisation, Pay-Per-click, Social Media Optimisation, Email marketing, Mobile Marketing, Paid Search, Programmatic advertising, Reputation marketing, and many more things. One such component is SEM which stands for Search Engine Marketing. In this blog, we shall have a look at SEM marketing, what it means, and how it works for your business?
Search Engine Marketing: A Brief Description
Search Engine Marketing or SEM marketing is a very good way for a small business to contact the target users online through paid services. Why is it done? Well, to increase revenue, build up more client base, or cutting on costs. If we define SEM technically, it is a marketing practice used by businesses that use paid advertisements, where ads pop-ups on search engine result pages (SERPs).
How Does It Work?
The advertisers bid on keywords related to their industry or business that users of various search engines(Google, Bing, etc.) might be using when they are looking for certain products and services. The advertisers then grab the opportunity of placing their ads along with the search result queries. These kinds of advertisements are generally known as PPC or Pay-Per-Click ads.
These ads don’t have any particular format but a pretty big variety of formats in which they come. Some can be text-based while others like PLA or Product Listing Ads(also Shopping Ads) are visually aesthetic and enable users to have a look at your products or service with details like appearance, price, reviews, and so on.
What makes SEM a reliable choice for marketing? One of the strengths of SEM marketing is that it enables you to directly place your product or service’s ad in front of a customer who already is interested in that particular product increasing chances of building potential customers and hence, grow your business.
To leverage this practice, PPC experts can help you rather it is recommended to connect with a lead generation agency if you are engaged in B2b business.
SEM vs SEO: What Is The Difference?
One thing we have to get to know is that SEM marketing is paid advertising or search marketing, where you pay search engines to show up your ads when a user types in a particular product or service. SEO or Search Engine Optimization is somewhat different as you don’t have to pay the search engines for increasing your traffic and clicks, but they take up a keyword related to your industry and show up the most applicable content to the user.
Both SEO and SEM are integral parts of your digital marketing strategy to increase your brand’s presence in the form of your potential users thereby building up your business more.
Types Of Search Engine Marketing
Search Engine Marketing or SEM marketing is broadly classified into three categories:
- PPC or Sponsored Search Results: The practice includes the abundant use of Google Adwords where marketers bid on keywords to display their ads. These ads appear in sponsored search results on the first page and help in direct quality traffic to your website.
- Local SEO: It is dedicated to the ranking of websites in local searches by using GMB (Google My Business) Account optimization. It ensures that your business appears in local search and brings in quality leads.
- Organic SEO: Organic SEO is a content-driven strategy that bears no cost on paid advertising. In this technique, quality content over websites boosts visibility and quality traffic.
Here are certain terms you might want to get familiar with to understand how SEM marketing works. These are ad-related terms. Let us have a look at them:
- Impressions: It implies the number of times your ad comes on the screen of a user.
- CPC(Cost-Per-Click): it is the amount you pay as an advertiser every time a user clicks your ad.
- CPM(Cost per million impressions): Another way to pay for your ad, depends on how the ad tool is established.
- CTR(Click Through Rate): Number of clicks on your website by the people who saw the ad, even if they didn’t click on the ad.
Reasons Businesses Must Leverage Search Engine Marketing In 2020-21
- Increase your revenue
One of the most important reasons for employing SEM in your business strategies is that it helps in increasing more revenue. SEM marketing has the potential for generating more revenue through better marketing.
- It is Conversion Centred
While generating revenue is the most sought after thing for you, you should not subside other conversions. Objectives like gaining new subscribers, newsletter signups, and other offer entries are some of the things that come under it. It allows you to boost the conversion in a diverse scenario.
- Helps Increasing Brand Awareness
SEM supports your brand awareness by 80 percent. Even if you don’t receive any click, still users will get to know about your brand, and maybe next time they could think of buying your product or service.
- Accessible to Smaller Accounts As Well
Cost is perhaps one of the most important factors to decide about your business strategy. A good thing about SEM is that it can be used by smaller businesses because of its cost-effectiveness.
- A Good Option For Local Marketing
As we discussed, it is suitable for any type of budget, it is even more beneficial for a local marketeer. Local marketing aims to connect regional businesses with the community living nearby. People are more likely to use a product or service from a local business rather than a far one.
- Immediate Results Are Generated
It has the potential to deliver results swiftly as the moment your product is clicked by the user, you will get to know. The ads too are launched faster and it becomes easier to know how much it will generate to increase your business.
- Brings Up More Leads
An SEM should be able to bring up the right type of web traffic for you. Through it, you can create a target audience and engage your users with customized ads.
- The Practicality of Search Ads
Practicality implies that how your ad is relevant to a user. If your ad is practical enough if the product you are selling is what they need, they are bound to go for it.
- Helps in Understanding of Search Intent
It aids in analyzing and finding out the search intent. It takes up the data of PPC search intent and then analyzes it, so you can see the patterns of search intent and identify important search trends.
Search engine marketing can help you yield a variety of benefits in just one run. Another most critical perk is that you can optimize SEM campaigns as per your own budget and needs.
Moreover, It is important for you as a business to focus on some minute details about the type of digital advertisement you want to opt for. A good digital marketing agency would assist you in finding out ways to develop your business seamlessly through a digital model. You can look for agencies to help you out with the peculiarities of digital business.