Search Engine Marketing (SEM) is the process of marketing your business through paid ads on search engines. This includes advertising your company on popular search engines like Google, Yahoo and Bing, and on niche search engines within the financial and travel industry.
How SEM Works
In order to get the most out of SEM, you need to have a solid understanding of how search engines work. The moment you click on the “search” button, a search engine will list the most logical results based on the words you typed and the web pages it has indexed.
Once you click on a search result, your search engine will immediately show you more results related to your search. If your ad is one of those results, the search engine will notify you that your ad is being shown. This drives the metrics you can record and analyze to develop better marketing campaigns.
Reasons to Employ SEM in your Marketing Strategy
The goal of SEM is to make it as easy as possible for your customers to find what they’re looking for by getting them to click on an ad first. When you take advantage of SEM, you’re able to see what your competitors are doing, and because SEM is constantly evolving with new updates, you don’t have to worry about serving the same ads to customers. So, what are some reasons to consider implementing SEM into your marketing strategy?
1. Generates Brand Awareness
Brand awareness is a major component of SEM because your job is to make your company or product known to the public. Your ads will show up in search results, and you can use this time to create a unique message that will capture their attention. In turn, you’ll be able to position your product in the best possible way.
2. Increases Traffic to Your Website
It’s also a very effective way to increase traffic to your website or landing page. Your main goal when you first implement SEM is to drive traffic to your website in order to generate conversions. The more times that your ad is clicked, the better your rankings will be.
3. Generates New Impressions
Impressions occur when your customers view your ads once on their computer or mobile device. If they click on one of your ads, they’re able to see more of your content. This is your chance to engage with and talk to your customers and provide them with the value you promised them when they first made contact with your company.
4. Data Analytics
The good news is that Google offers excellent data analytic tools that will tell you how well your SEM campaigns are doing. This allows you to see the specific metrics that matter most to your company. Study the data carefully to gain essential knowledge, and make the necessary changes to optimize your campaign.
From a marketer’s perspective, your job is to help your customers get the most out of their money. When you’re able to show your customers exactly what they’re looking for, they will feel confident in the services your company offers. If your goal is to enhance website visits , boost your sales, or even find out how customers are responding to your services and products, implementing SEM into your marketing strategy can be an effective plan of action.
We are a Cincinnati-based digital marketing agency committed to driving maximum revenue for our clients. If you’re interested in search engine marketing strategies and traversing the digital space, get in touch with us today!