Search Engine Marketing in terms of Digital Marketing

The average return on investment ROI in SEM is 2:1 which means you will get 2$ for every 1$ spent. There are cases in which this profit can increase to 10:1 depending upon the website response, provided content and products offered.

Just Imagine targeting the right audience through a website in days without waiting for months or years, that’s what Search Engine Marketing can do for you. Unlike Search Engine Optimization (SEO) which takes much time and struggles in endless content creation, with the help of SEM you can put you products , brand or service in front of active and ready to buy customers.

In the rapidly changing technology search engine marketing is the best and profitable technique to market a product for promoting sales and leads. Each and every search engine updates its algorithm after sometime which can ruin all the effort of search engine optimization if not executed properly.

As the search engine is a give and take process, the search engine will give you rankings on any keyword you want for payment on every single click which can be out of budget sometimes. Search Engine Marketing is a vast field in which we deal with several things while running a campaign. We will together try to cover each and every aspect in a reading friendly manner in this article.

What is Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is the process of representation of a business in front of the right people, at the right place and at the right time when they are searching for queries related to your service by paid promotion on Search Engines like Google, Yahoo and bing etc.

Search Engine Marketing is more beneficial than traditional marketing which shows your ad to a wide audience either interested or not in seeing. In SEM we show our business at top of constantly searching keywords which offer more sales and leads. Thus it gives instant results after launching a campaign.

SEM is a powerful tool for new businesses looking to generate sales and expand their online reach. As it gives immediate results for paid promotions thus calculating ROI for an SEM campaign is relatively easier which opens new doors of investment for newly developing businesses.

Importance of Search Engine Marketing

Targeting the right audience is very critical in every digital marketing campaign. In manual Optimization we do deep research on reaching the right audience while search engine marketing (SEM) offers us an interested audience by showing our ad in front of their searchers.

Some of the important benefits of SEM are explained below;

Instant Visibility in Search Results

All the Search Engines offer paid promotions for showing businesses in Search results. A new business website needs several months for visibility in search results but with the help of SEM you can attain instant online visibility by remaining at the top of search results. It can happen immediately after your campaign is live because you are paying for it.

Targeted Reach to Specific Audiences

In SEM we target those keywords which have high search volume. It means your ad will be shown by only those people who are searching for your business on Search Engines. This helps us in expanding our reach to relevant and interested customers.

Improved Brand Awareness

As every person looks for instant results and your ad will be available at the top of results representing your brand. So, in case if you don’t get a single click SEM improves your brand awareness with constant exposure at the top searches.

Cheapest Advertising Form

It is the cheapest of all the advertising methods because you can target all kinds of keywords with low CPC, In SEM you will be paying for clicks ensuring that your budget is spent on actual engagements.

Quick and Measurable Results

You will start getting results immediately after running a campaign. Thus it is more quick and measurable than any other digital marketing campaigns. You can easily find impressions, clicks, and conversions.

Flexible Campaign Adjustments

SEM campaigns are highly changeable and you can try different keywords, landing pages, ad formats and other settings quickly without damaging the campaign.

Competitive Edge in the Market

SEM provides a big opportunity to compete with larger brands even with a smaller budget. Large brands spend a lot of money and time to rank on high demanding keywords and you can easily rank above them with SEM Strategies.

How SEM Works

Search Engine Marketing (SEM) works in a step by step process. One step is followed by another in a chain.

Here are the steps;

Keyword Research and Selection

First and the most important step in all steps of the entire process is keywords research and selecting those which have high possibilities of providing sales and without this process you cannot find the place for representing your business.

Steps for Keyword Research:

For finding keywords you have to keep your deep thoughts on the business niche which includes the service you will offer. After specifying a topic you can use tools like semrush, ahref, ubber suggest and moz pro etc.

Steps for Keyword Selection:

Select those keywords which have high Search volume and clear commercial intent. While selecting keywords you will have to focus on the intent of the keywords because in SEM focusing on informative keywords doesn’t give benefit. Only those keywords which have commercial intent are useful.

Setting up Ad Campaign 

After finding keywords the next step is a campaign set up for which you will focus on ad type, ad content and landing pages Optimization.

i. Types of ads include explaining ads, e-commerce ads or direct sales ads.

ii. Creating useful content is the next most important part after keywords selection which must be high quality.

iii. Make sure the landing pages are highly optimistic for improving user experience.

Bidding and Ad Auctions

Bidding determines how much budget you have for paying for multiple clicks. An auction system is working at the backend of the SEM process which determines the display of ads in the search results. Setting up an ad auction for the better ad rankings is the key step in this process.

Optimizing Campaigns

After running a campaign it is very important to optimize it for better performance which includes using low sized images and less plugins at the backend for better performance.

Analyze and Update

After running a campaign successfully the next step is analyzing the data of campaigns like impressions, clicks and conversions. Then update the campaign where needed according to the calculated data.

Successful SEM Strategy

How You Will Get Customers

Customers will search for the specific keywords on Google, bing, yahoo or other search engines and find your ad. If your strategy is built with the best techniques then the customer will click on it and if it feels safe then he will buy your products or services.