Search engine marketing—also known as SEM—is a method of online advertisement that improves your visibility on the web. SEM can combine anything from keyword research and search engine optimization (SEO) to organic search engine referrals and paid advertising.
SEM to Improve Your Bottom Line
Search engine marketing can be an effective way to reach today’s audiences. It places your brand in front of consumers searching for the solutions or services you offer.
This visibility can generate leads and improve your conversion rate, effectively boosting your bottom line.
Tips to Begin an SEM Campaign
If you are ready to implement strong SEM for your business, you’re on the right track for promoting brand awareness and increasing sales. Here are some tips for launching a powerful search engine marketing campaign:
1. Keyword Research and Analysis
Most SEM strategies begin with extensive keyword research and analysis. When customers have a question—anything from “where to buy clothes?” to “which software should I buy for a finance business?”—they type it into a search engine like Google or Bing.
Using tools like Google’s Keyword Planner, advertisers can identify the phrases and keywords that customers commonly search for—and capitalize on that info to increase business. You need to think outside the box and do extensive research if you tackle this on your own.
2. Start Small
Launching a modest search engine marketing plan can improve your odds of success. Running several new campaigns at once tends to complicate matters, particularly if you aren’t an SEM professional.
Ideally, it’s good to start with one-to-two different SEM campaigns, then analyze your results and scale up from there. This approach encourages optimization and makes it slightly easier for those drafting their SEM without professional help.
3. Implement SEO
When done right, search engine optimization (SEO) can improve the visibility of links to your website.
With keywords identified and campaigns drafted, you will be ready to implement SEO in your website and social content. SEO isn’t paid marketing, but if you take it on yourself, expect to invest a significant amount of time in research and development.
4. Include PPC
Pay-per-click (PPC) is among the most common forms of SEM. PPC uses keyword strategy to bid your way into the sponsored ads section at the top right corner of search results.
Google Ads is the most popular PPC advertising provider. It requires you to bid on ad placement for your targeted keywords. Your bid will impact how often your ad shows up—and for how long.
5. Refine Your Ads for Consistency
When a potential customer clicks on your ad, your landing page should directly relate to the item(s) they were searching. Do not use the same landing page for different campaigns, as unrelated content drives users away and can negatively impact your conversion rate.
Your ads should also compel users to click through and address the pain-point your customers are facing.
Today’s businesses rely on search engine marketing and visibility to connect with customers. If you want your business to become a top performer, you can’t afford to ignore the power and potential of SEM.
Learn what a custom Marca Global Marcating strategy can do for your business. Call us today at 720-378-5024.