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Harnessing the potential of tools and platforms that help in online promotion is the need of the hour for every business organization. Besides prioritizing the implementation of search engine optimization strategies, considering the best search engine marketing strategy is paramount. Google Ads is a robust SEM platform that facilitates businesses to gain better online visibility and grow. Keep reading to know what is a good example of SEM.
Maintaining a higher ranking organically in search engine results pages of Google, and other popular search engines is incredibly challenging. Appearing at the top of search results is possible if you invest money in paid search marketing. In addition, making the target audience aware of the existence of your business gets easier when you make the best use of the SEM method. Over 35% of searches related to products begin on Google.
Search Engine Marketing: What is It?
You can refer to SEM as a result-driven strategy to run paid search campaigns and place targeted ads at the top of search results. Remember that drawing your potential customer’s attention is easier when your company ads appear above the list of organic search results. Your business site’s pages will show up every time a prospect uses your company-relevant search query.
It is of utmost importance to keep in mind that Google Ads, previously known as Google Adwords, is one example. Aside from Google searches, the Google Ads network consists of the Google Display Network and millions of partner websites. Achieving the highest position in search results should be your priority to stand out, as the maximum searches on Google last just for 1 minute.
Importance of Search Engine Marketing Strategy
Business enterprises that have already realized the importance of devising and implementing a robust search engine marketing strategy are reaping benefits. Nowadays, the majority of people look for products using search engines like Google, Yahoo, or Bing. The chances of increasing your search engine visibility and appearing in front of your target audience are more if you use SEM.
Keep in mind that SEM is a non-intrusive way of online advertising because a prospective customer is actively looking for products or services similar to yours. Advertisers find SEM cost-efficient as they only need to pay only when someone clicks on one of their ads. You can regard this as Pay-Per-Click or PPC. Over 74% of businesses agree that PPC advertising has contributed to their growth.
Prime Difference between SEO and SEM
Earlier, every online marketing strategy would have SEM, and SEO marketing was considered a part of it. However, now SEM only indicates paid marketing campaigns. The objective behind both these online promotional strategies is to rank a website higher in the search results. Here are the major differences between SEM and SEO.
- SEM is a paid advertising strategy, and SEO is a purely non-paid way of driving qualified traffic and improving search engine rankings
- Investing in SEM can help a business get immediate results; on the other hand, SEO requires time to deliver expected results.
- Prioritizing SEO means listing your site in search results for free, and employing SEM needs a business to spend money to place ads at the top of SERPs.
Companies that use both SEO and SEM witness 27% profits and 25% clicks, which are way more in comparison to employing a single method.
Working Procedure of an Ad Auction
Entering an ad auction on the most powerful SEM platform – Google Ads, is imperative once a business is ready to leverage SEM. Every single Google ad has to go through the ad auction prior to making an appearance in the SERPs. It is crucial to conduct the identification of keywords appropriately before entering into an auction.
You have to be confident about the bidding keywords and know how much you want to invest for every click on each of the selected keywords. You will successfully enter into an ad auction when Google finds the keywords you choose, and bid on are part of users’ search query.
The ad auction takes a couple of key factors into consideration while determining the placement of ads on the SERP. The factors include a business’ maximum bidding and the quality score of its ads. It is an estimation of the overall ad quality, landing pages, and keywords. You must focus on these things to improve your Quality Score –
- Make quality ads and make sure that they are more relevant to your potential buyers.
- Increasing the click-through rate
- Ensure the landing page experience is enjoyable for users
What Compels Businesses to Rely on Paid Search Marketing?
Paid advertising on search engines, including Google, Yahoo, and Bing, can help a business positively impact its bottom line. However, if you are wondering what is a good example of SEM, count on Google Ads.
Prompt Results
You can expect immediate results if you implement search engine marketing techniques. In the case of SEO, witnessing results that you expect will take a long time. It is possible to begin tracking your search engine advertising campaign to check whether it drives the desired results once you launch a Google ad.
Making necessary changes right away is easy when you get the option of tracking results. Only because you can see results, re-optimizing ads that do not drive more clicks and redirecting your SEM strategy are feasible to get better results.
Attain the Topmost Search Engine Positioning
Achieving the highest position in search engine result pages in a quick time is possible if a business makes good use of SEM. Most users usually click on the higher-ranking listings when they perform searches on Google or other search engines. The top 3 paid ads that appear at the top due to their relevance with user’s search terms end up getting 46% of clicks.
You can expect more clicks from the organic traffic you target if you use SEM properly. Your brand gets enough exposure when the ads appear in front of your prospects, even if they do not click on them. Paid search advertising plays an instrumental role in helping a brand increase visibility, awareness, and recognition. Ultimately, it increases the sales conversion rates successfully.
Generate Qualified Leads
SEM is one of the cost-efficient ways of generating qualified leads effortlessly for your business. All you need to do is identify and bid on precise long-tail keywords. Doing so will enable your ads to appear whenever there is a keyword-relevant search query.
You know that whoever types a search query containing your precise keyword is in search of what your business offers. Coming across your ad at the top of search results might compel most of them to click on it and visit your online store. Targeting precise keywords can easily help a company generate qualified leads.
Increase Sales Conversions
Improving your business’s sales conversion rate becomes a lot easier because of top-notch search engine marketing strategies. Reaching more qualified traffic leads to sales conversions, eventually increasing the ROI. The revenue a business can expect is at least $8 for every $1 it invests in PPC ads. An increase in sales conversions means growth of business revenue.
What is a Good Example of SEM?
The strongest and most suitable example of a search engine marketing platform is Google Ads. The other platforms are not as robust as the aforementioned ones. A business needs to understand that every element of a paid search advertising copy on Google has to be compelling.
The headline must be catchy and easy to understand for everyone who comes across Google ads. Including a call-to-action link can make ads on search engines stand out and increase the clickthrough rate. Most businesses prefer Google ads, as Google has over 87% of the desktop market share.
What are the Key Components of Search Advertising?
The four crucial components of paid search advertising are mentioned below.
Headline – A headline is content a user gets to see at the top of an ad copy on search engines. The character limit of a headline is 30-35. On Google, the headline appears in blue.
Body – The part right below an ad’s headline is called the body or description. It is brief and limited to only 90 characters.
Landing Page – Your prospective clients will land on this particular page of your business website after clicking on one of your ads on search engines.
Extensions – A business gets the chance to allow its prospects to take various feasible actions on its ads because of extensions.
What to Prioritize when Devising a Robust SEM Strategy?
When it comes to the creation of a sponsored or paid advertisement for search engines, it is of prime importance to follow several crucial steps. Every business has a particular goal when they optimize paid search ads.
Conduct Keyword Research
Your objective must be identifying the exact keywords your prospective consumers use when they type different search phrases or queries. You can only understand what search terms they mostly use when looking for similar products or services if you conduct keyword research. Using relevant keywords in your search ads helps them appear at the top of search results.
Keyword Costing
Considering the cost of precise keywords on which you wish to bid is indispensable. Businesses with a small budget opt for keywords with a buying intent. The ones with a large budget choose keywords that target the initial stages of a buyer’s journey.
You must consider your selected or bidding keywords’ competitiveness. The cost will be higher for keywords with higher competition. Keep in mind that the Quality Score will be higher if your search ads are more relevant and useful for your prospects. The higher the score, the less your PPC will be.
Targeting Ads
Businesses can easily conduct the specification of their target customers when they opt for running paid ads on search engines. It is possible to target your prospective audiences by their locations, devices they use as well as particular times of the day. Reaching your intended consumers will help you ensure you have successfully made the most of your online marketing budget.
Structure Google Ads
Including all your precise keywords is not advisable when writing copy for a Google ad. Besides affecting your budget, the quality score might decrease if you use all high-volume keywords in one ad. Therefore, it is essential to clearly understand how to structure Google ads in the best possible manner.
Develop a Compelling Ad Copy
The creation of a high-quality, engaging, and convincing ad copy is necessary to drive a large volume of qualified traffic to your online store. It is your ad copy that your prospects get to see in search results. It determines whether your target audience clicks on the ads at the top of search results or continues scrolling.
Crafting an ad copy for search engines requires you to have ad copywriting experts in your team or hire such professionals. Using your bidding keyword in an ad copy is imperative, apart from ensuring that the ad copy you develop has relevance to your target keywords. Creating a relevant copy can compel more prospects to click on your Google ads and help you achieve the expected results.
Hopefully, you have understood what is a good example of SEM. The most important thing you must understand is to use the appropriate search engine marketing tools. All reputed business enterprises employ efficient tools that ensure safety and security. It is prudent to hire a trusted agency with many years of experience creating and running paid search marketing campaigns for a business similar to yours.