Designing the right Search Engine Marketing (SEM) Strategy is important for any organization. It includes both paid and unpaid efforts made by an organization to attract relevant traffic to their website. Just imagine how many people search the web regularly for different purposes like finding a product or for making a purchase. Every company wants to be listed in the top search results to achieve their particular marketing objectives, and this can only be made possible with the help of the right SEM (Search Engine Marketing) Strategy. According to a study by Content Marketing Institute, 93% of online experiences begin with search.
Search Engine Marketing
The Way SEM Works
A user types in a keyword in the search bar to find a particular product or service.
If the keywords in your ad match the search, your ad will be shown next to or above the search results.
If the user finds the ad relevant, then he or she might click on the ad which will direct them to your landing page depending on the CTA you have provided on your ad. If you have used a call asset in your ad, then the user might even call you based on the information given in your ad.
SEO Strategy Vs. SEM Strategy
Unpaid efforts relate to SEO Strategy (Search Engine Optimization) which drives relevant organic traffic to your website. SEO helps in improving the ranking and average position of your website on SERPS (Search Engine Results Pages). Search engines like Google and Bing crawl various websites with the help of their spiders. These pages are then indexed to be served when the user searches for relevant information.
Paid efforts on the other hand refer to paid ad listings on the search pages that are relevant to the keywords typed by the user. One of the most popular models for this kind of advertising is PPC or Pay Per Click Model. In this kind of arrangement, the advertiser is charged by the advertising platform on the basis of no. of clicks on his ad. So, an advertiser ends up paying the advertising platform for every single click on the ad placed on the platform.
What Defines your SEM Strategy- The Role of Google Ads and Google Analytics
Google ads is a very popular platform used by the advertisers all across the world in order to meet their online advertising needs. The advantage of using this platform is that it well- integrated with other Google products like Google Analytics and Google Search Console. This enables the advertiser to understand the data related to audience, demographics, device type, ad scheduling, and organic search in a concrete and complete manner.
The kind of keywords you use while creating your ads and the assets you use, define the strength of your ad. Your headlines and Ad description should be unique, and you should use Google Keyword Planner as a tool to find the respective search volume and relevant competition for your keywords.
What Makes Google Ads Unique?
Google ads is a platform that uses Machine Learning and AI (Artificial Intelligence) as the tools to provide you with the best recommendations through their unique feature Performance Planner. Based on these recommendations you can continue to optimize your ads. Ad rotation and Dynamic ad creation are various other features provided by Google ads.
In a nutshell Google ad provides you with features like quick reach, flexibility in SEM campaign settings, tools for managing budget constraints, tools for the measurement and analysis of marketing efforts, managing competition, and complete automation support.
What Makes a Good SEM Strategy?
Understanding the online advertising platform and the various tools provided by it helps in creating the right SEM strategy. Define your campaign objective and make an effort to understand your audience and your target locations. Unique headlines and descriptions along with suitable keywords will help you in creating a strategy that will make your ad more relevant for your users. You have to keep in mind that Google ranks the advertisers based on their bids and their quality scores. So, to get the most out of your ads, your SEM strategy should revolve around combining the right keywords with the right ad creative and the right bid. This would definitely help you in reaching the right customers at the right time.
Top SEM Marketing Strategies You Can Use
Managing Local Search
Adding your business location to the headline and the text of your ad helps the local businesses in driving more traffic to their physical location.
Staying Ahead of Your Competitors
You can analyze your competitor’s pay per click strategy and try to find the kind of keywords and content they are using for better results.
Making Use of Similar Audience Feature
You can make use of Google Ad’s similar audience feature to customize your target audience.
Personalize your ads and Use Automation Features
Use ad personalization tool to schedule your ads at specific time and specific days on your choice of devices. Analyse the overall performance of the ad and adjust the settings accordingly. You can also use automation as a tool to allow Google to make the right choices and recommendations for you.
So, your perfect SEM Strategy is a combination of various important factors. Do not forget to make use of the analytics tool to create a perfectly optimized strategy that fits your budget and measurable campaign objectives.
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