WHAT IS Search Engine Marketing (SEM)? How to Do It Right
Some digital agencies treat SEM as paid advertisements that appear on search engines. If you're looking for a way to boost traffic to your website, search engine marketing is the perfect solution. This method involves increasing your website's visibility on search engine results pages.
The key is to increase your ranking and exposure. Paid advertising is the primary means of search engine marketing. It will make sure that your website is available to customers who are looking for products and services that your business offers.
In the broader term, SEM also has the same procedure as SEO. Many people misunderstand the concept of SEM, which is considered as "pay-to-play" where the top bidders will always win at the auction and get the top slots. Rather, Google has a complex quality to determine which ads will appear in the top spot.
Google will assess the quality of the ad based on the relevance of the ad, the ad's historical CTR, and landing pages that match the keywords installed. The higher the quality of the ad, the price of Google ad will be cheaper. That's why using a digital agency service will increase your efficiency in advertising and get the ROI of an SEM campaign.
WHY DO SEM?
Fast and effective
Getting your website up on the first page with organic search results is challenging and takes a long time. The systematic SEO plan will take at least a few months to implement.
Search engine marketing can provide you with instant visibility and a high CTR. Compared to SEO, SEM can get your website onto the first page in a matter of minutes. It also delivers instant visibility.
When a searcher clicks on a search ad, it's because they want the answer to their question as soon as possible. In addition, people click on search ads indiscriminately. 50% of participants didn't know that they were clicking on paid advertisements.
Greater brand awareness
SEM is an effective way to increase your presence in search engines. It can help potential customers find you and increase your ROI. However, if you don't have a robust website, SEM can help you get there.
While SEO takes time, SEM can get you into the first page quickly. The first position is where people click when they type in a search query. While search ads aren't purely advertisements, they serve a functional purpose in a search engine. Hence, they're often not recognized as advertisements. The results from SEM campaigns can be helpful for your business.
Stay in the competition
SEM is a great way to reach your potential buyers if you have a local business. The local market is full of local businesses, and it is crucial to compete with them to reach that audience. With SEM, you won't lose out to the competition, since it is much easier to use. You won't have to wait for the results of your ads. They will show up on the top results faster than you can with other forms of advertising.
If you already have a ranking of #1 in organic search, you can still be eliminated by people who install ads. Not everyone who accesses the first page will click on your link because the position is lower than the one who posted the ad.
In addition to being a supporter of SEO, SEM is also useful for keeping your business in the top competition.
SEM gives you control over your selling message
Organic search results are met by answering user questions as detailed and relevant as possible. While this is good for the inquiring public, it is not so great for companies to maintain their selling proposition.
For that matter, search engine marketing gives you complete control over your message. It enables you to be visible to people looking for your products or services. With search engine marketing, you can have a better chance of getting your products in front of potential customers. Designate the proper keywords to transmit the message you desire.
Paid search marketing is an excellent way to increase your sales. You can create ads that look like organic search results. Whether it's an ad or a link, you have complete control over your message. It's important to know what types of ads work best for you. When choosing a website, make sure that you take keywords that relate to your business.
SEM paves the way for SEO
You can gain insights from SEM campaigns. It will explain the weaknesses and strengths of your website. This will help you to prepare SEO for the future after you decide to stop posting ads for a while.
For each keyword in your SEM campaign, you will get statistics on the number of times your ad served, volume, and conversions. This data is essential to determine whether the ad that you have installed is right on target according to the keywords you want or not.
For example, if clicks on your ad are high but conversions are low and the traffic is good, but the steps for potential buyers to be interested in your product or service are still not set. It is the best way to start other SEO methods to support your SEM campaign.
Google Analytics reports will also give you to discover new long-tail keywords, title tags, and meta descriptions for your SEO.
SEM VERSUS SEO
The two main types of online advertising, SEO, and SEM are complementary and can be used to meet the marketing goals of your business. SEO and SEM can help drive traffic to your website, but there are some differences between them.
With SEO, you have to build a strong base of authority. Building an authoritative base can take months. Second, search engines are constantly changing their algorithms, and adding new ranking factors can make your SEO strategy obsolete. So, when deciding between SEM and SEO, remember that a successful strategy requires a long-term commitment and ongoing testing. Ultimately, your goal is to increase traffic to your website.
SEM can result in instant traffic. But SEO web pages can be wiped out by SEM campaigns. In addition, SEO pages are optimized for organic search, so a combined paid and organic click-through rate is more effective. Whichever method you choose, you'll be maximizing the potential of both methods to drive targeted traffic to your website. You'll need to make a choice based on your business's needs and goals.
Both methods are effective in generating traffic. While SEM is more effective at getting instant traffic, SEO is more useful to increase your brand's visibility in the organic search results. For this reason, both methods are good to drive more traffic to your site. And choose whichever one works best for your business.
So, which is better SEM vs. SEO? Both organic and paid methods have their advantages and disadvantages.
How long does it take before I see the SEM results?
SEOs will take around 3 months to see their first results, while the average top ten pages are more than 1 year old. It means that it could take anywhere from six months to over a year to achieve the desired position. To be sure, though, you should try to set your own KPIs.
SEM will take it way faster than SEO. If your ad has a high relevance score, you can immediately occupy the top place of search results in an easy way. But occupy the top position by using SEM according to your budget. If your budget runs out, you can disappear from the top spot.
How do I know the campaign is working?
The performance of your SEM campaign can be measured by the number of visitors who clicked on your advertisements. Search queries can be informational, navigational, or transactional. Depending on the intent of the user, the ads should reflect that.
To make your SEM campaign work, you can use markers that represent the performance of your website, ad copy, and keyword groups. By measuring how well your ads are performing, you can make necessary changes.
The most essential measure of a successful SEM campaign is the ROI (return on investment). You can see the return on investment by dividing your revenue by the cost of your ads. For example, if you spend $400 on ads, you should get a 125% ROI.
It means you've made more money than you've spent. High ROAS will increase your ROI over time. But if you're not seeing any return on investment, it's time to rethink your strategy and your budget.
Is the SEM campaign safe for my website?
SEM is a popular and safe online advertising method. Google Ads helps marketers to reach targeted audiences through pay-per-click advertising. An SEM campaign can increase website visibility and traffic for new websites to increase brand awareness. If you don't feel safe using SEM, look for a digital agency that can help you set up from start to finish.
How to start an SEM campaign?
A key aspect of an effective SEM campaign is its ad structure. A well-designed ad will be highly relevant to the customer's search queries and should appeal to their buying intent. Before selecting keywords for your SEM campaign, you should research your target audience and determine how to best reach them. If you're targeting customers online ad copy should be as concise as possible.
After you've determined the keywords, write your ad copy. Remember, your headline has just 30 characters. The body of the ad copy should include the unique selling points of your business. It will convince users that you're the best solution for their problems.
Be sure to tailor your ad copy to the advertising platform. For example, Google Ads has a limit of 90 characters for the headline and 30 characters for the description.