When it comes to generating web traffic, search engine marketing (SEM) is one of the most important marketing channels you can utilize. Standing hand-in-hand with search engine optimization (SEO) and other content marketing strategies, SEM ensures your brand is at the top of all search engines… If you know how to tackle SEM correctly.
Search engine marketing (SEM) used to be a term encompassing anything related to online search marketing, including search engine optimization (SEO). In recent years, however, marketers have made the distinction that SEM now refers to paid advertising within search engines, and SEO refers to optimizing your website content to make your brand more relevant in Google’s algorithm.
The advertisements that appear at the top of every Google search are there because of SEM. We know SEM can seem like “nice to have”, especially with its many benefits, but is it essential?
Here are 9 reasons we believe SEM will work for you.
Marketing agencies will push for SEM campaigns because they have the potential to bring in money for your brand. Google has made data available which proves that search ads really do bring in money. Brands have the potential to double their investment on Adwords – if they know what they’re doing. We work with your brand to build an effective SEM campaign that makes use of various strategies, such as target impression, to bring in money for your brand
Marketing campaigns have goals that go beyond bringing in more money. These include many types of conversions, such as:
Utilizing SEM in your marketing campaign leads web traffic to conversion-focused landing pages, or to sales pages that generate revenue for your business. Paid ads have a specific goal, and that is to convert your site visitors into actual customers.
Google ran a study in 2014 that showed how SEM lifts top-of-mind awareness by 80%. Even when ads don’t lead to direct sales, or receive any clicks, your brand name is visible at the top of the search page, and your potential customers will read and soon recognize your brand name when they see the ad.
Cost is one of the biggest deciding factors when it comes to paid search advertising. It is easy to think the costs of an SEM campaign will not be worth the benefits, but this is only a concern when SEM is not approached correctly! As said earlier, Google’s data has shown you can double your investment in AdWords when SEM is managed in the right way. There is always the potential for return on investment, even if your business is small.
Local marketers especially can make use of the increase in the number of conversions that SEM generates. Local marketing connects businesses within the same community. You see this in action when searching for any service specific to your area, for example “laundry service near me”, or “clinic in Tamarac”.
In 2016 Google released Local 3-Pack, which is an advertising package that gives the top 3 positions of search results in location-based queries to local ads. This means that local businesses have an inherent advantage when it comes to SEM results!
While SEO and most other types of online marketing focus on long term strategies, SEM can deliver results immediately. The average time between creating an ad and having it launched is about one business day, and the second your ad is out there you have the potential to gain more clicks and sales.
If you ensure your campaign is designed for long-term use, you end up with a brilliant combination of instant and long-lasting results!
Using SEM in your marketing campaign is the fastest way to put your business first. Because ads appear above all other search results, having a paid search ad gives your brand a higher chance of being at the top of the SERPs (search engine results pages). SEM gets your business onto the first page much faster and more easily than SEO does, allowing all the clicks to happen.
SEM is a powerful tool for analyzing web traffic and understanding search intent. Your SEM campaign will provide data for you to PPC trends and patterns in search terms. You will be able to see:
This allows you to notice important trends and make use of them in the future. Building an understanding of keywords lets you see what your customers are looking for, so you can inform and update any other marketing channels.
The final, and most important, reason you should use SEM is that it works. Paid search advertising offers the potential for more money, higher conversions, and results you won’t have to wait months to see. Focusing on SEM allows your brand to see immediate and long-term results and converts potential customers into actual customers.
Connectica combines SEM campaign strategies with the heart of your business, helping you get your brand to the front page of search results as quickly as possible! Contact us at 877-816-2259 to build your company’s digital marketing strategy, today.
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