Why Is Search Engine Marketing Important

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We’re well into the generation of the digital world and it should no longer surprise you that almost every industry has turned to marketing themselves on the web. This means that consumers are constantly receiving messages from every direction and if your presence is not made known on the internet, your brand will get swallowed up by the immense amount of data that is available to inquiring customers. This is where Search Engine Marketing (SEM) will benefit you in taking your business to the next level.

What Is Search Engine Marketing?

When you do a search in Google, you’re provided with a list of pages that match your keywords. At this stage, you will notice adverts that appear during this search. This is as a result of SEM. Businesses market their products and services through paid advertisements that appear when certain keywords are searched for. These adverts are also known as pay-per-click adverts. Adverts can take many forms including text-based adverts, product listings, or reviews.

The Benefits Of Search Engine Marketing

SEM can be used across different strategies and creating a SEM budget is not difficult when you’ve laid out your goals for the campaign.  SEM strategies can be temporary or seasonal, as well as over a longer period of time. It allows you to plan monthly budgets and stick to them. If you’re not getting the results you aimed for, you’re able to readjust your spend.

• Traffic Generation

  Traffic ebbs and flows throughout the month for reasons that are based on customer behavior. SEM ensures consistent traffic based on a range of keywords, even when other marketing methods cause fluctuations.



• Practicality

  People want answers right away. When searching online, people are more likely to click on adverts or respond to adverts because of accessibility as opposed to adverts in other mediums. This also means that people will select the first options presented to them if they answer the need they have.



• Quality Leads

  Lots of traffic is one thing, quality traffic is another. SEM allows you to target the type of traffic (customers) that you’re looking for based on customized demographics. Paid ads attract customers that are looking for what your company offers.



• Immediate Results

  SEM delivers instant results. Creating adverts does not take long and having your advert approved and launched takes around one business day. Your site will be ranked on Google’s top search results thereafter. The account will require maintenance and a few tweaks here and there, but aside from that, you are able to benefit from your spend right away.



• Data Generation

  Google Analytics allows you to track marketing data which you can analyze and attempt to further understand your customer base. You are able to learn about the customers clicking on your page which in turn guides further marketing plans and strategies. The data that is collected includes:
  • the amount of time spent on your page
  • the location of the customer
  • the amount of money spent on your site
  • the device they were using
  • what other pages they visited.

How Does Search Engine Marketing Work?

Pay-per-click (PPC) campaigns begin with generating specific goals or aims for the campaign. You’ll need to plan your campaign ahead of time to ensure that you have all your pieces to the puzzle before implementing your spend.

Defining PPC keywords is an essential part of the process; you want to be identified with your defined keywords when a customer does their search. You will need to determine the area you’re aiming to reach, which would need to be relevant to your business offerings. Finally, a budget needs to be established with AdWords. The amount you’re billed for will be determined by your monthly spend (which you can break down into a daily spend) as well as the number of days that you will run the campaign for. The AdWords system will set a limit as to how much can be spent per click, per keyword. Each keyword has a different value or cost and a balance between the spend on these keywords and the reach you’re aiming for will need to be established.

SEM can sound incredibly confusing to a person that is not familiar with digital marketing strategies. Companies such as Connectica manage the digital needs of a range of businesses. It’s not uncommon for business owners to avoid digital strategies like this merely because they do not understand the importance or the benefits thereof. We take the complications out of generating PPC campaigns and provide you with the information that you need to continue running your business effectively.