The Complete Guide to SEM (Search Engine Marketing)
If you want your business to grow online and attract more customers then Search Engine Marketing (SEM) is the only option that you are looking for. Today every business wants to stand out from its competitors and try to increase traffic, but not everyone gets a place on the first page of search engines.
It is not possible every time to rank your article by implementing SEO, also it takes time. If you want to compete with Google’s algorithm, then only money can buy that position through PPC campaigns and there, you need search engine marketing (SEM). Here, we are going to briefly discuss SEM and Search engine marketing strategies.
What is Search Engine Marketing (SEM)?
Search Engine Marketing is the process of increasing your website’s online visibility on search engines such as Bing, Google and more by applying various tools and techniques. There are two ways to increase online presence on search engines: one, is SEO and another one is Paid Ads.
Search Engine Optimization: If you want to rank your website on the search engines organically, without paying for ads. Then you need SEO for it. With the help of SEO strategies, many businesses are able to rank their website on the search engine. Your website will be part of the organic search result.
Paid Ads: Paid Ads refer to PPC campaigns (pay-per-click) where you need to pay the publisher to whom you publish ads on search engines for every click you get on your website. Paid ads always appear above the organic results on the first page of search engines.
Tools, techniques, and strategies employed in search engine marketing are designed to maximize the effectiveness of search engine advertising, reduce pay-per-click, rank in top positions, and maximize conversions. There are other platforms, such as Bing Ads, as well as Google Ads, which is probably the most widely known and widely used SEM platform.
How Does Search Engine Marketing (SEM) Work?
We always utilize SEM for ranking websites on search engines and boosting sales. It is a powerful process to attract customers to your website. It will help you to rank your article above organic search results of the search engine result pages (SERP).
For example, if you search for the anchor text on Google, you can see Google give you ads of Semrush on the top of search engines. It also holds the spot above organic search results. Also, you see that they rank their website organically on the first page of search engines. They execute excellent strategies on how to rank their website on the first page of Google. They know that if they lose their opposition on organic search results, they can still hold their spot on google ads. With paid ads, you can hook your customers who want to buy your products.
How an Ad Auction Works
To stand out from others, business owners spend their money on keywords and that’s how they earn the spot on the search engine result pages (SERP). The advertisers bid on a specific keyword, and if any business owner wins the auction, they fix their spot on the top of the search engine. But how do you work bid for you in Google Ads? Then let’s discover:
- You need to identify the keyword which you need to rank
- Decide how much money you want to spend on the specific keyword.
The price of keywords depends on the industry. If you select the insurance industry then it costs quite higher than others such as gardens and homes.
Top 5 Search Engine Marketing Strategies to Follow
Here are the top 5 SEM strategies to follow that guarantee you expand the visibility of your business, which are mentioned below:
An SEM strategy comes for the paid ads campaign. If you want to run an ad campaign, then you need to know about various variables which help to perform the ad effectively. When we talk about variables, it means writing a copy of ads, keywords, and budget and analyzing competitors’ ads.
- Choose the Right Keyword
- Analyze Keyword Volume and Competition
- Try to Structure Campaign and Account
- Have an Idea of Keyword Cost
- Write an Ad Copy
1.Choose the Right Keyword
Choosing the right keyword is the first and essential part when you start to implement SEM strategies. If you want to run successful ad campaigns, you need to focus on which keyword you want to bid on. It gives you the opportunity to target the right audience. For that, you need to research keywords and decide the keywords on which you want to rank your ads on Google.
For keywords, you can go for keywords planners and keywords everywhere both are tools for keyword research. If your budget for ads is low, then you can run ads on those keywords which intend for buying those products or services. If your budget for ads is high, then you can run ads on any keywords whichever you want to, it should relate to your website or your products or services.
2. Analyze Keyword Volume and Competition
It will be impossible for you to get any results from your ads if no one is searching for your target keywords. Furthermore, highly competitive keywords tend to have extremely high volumes. Ideally, you want to find keywords that are relevant to your site, high in volume, and low in competition, but you may not find them easily. Demand and budget must then be balanced.
3. Try to Structure Campaign and Account
If you want to create an ad account, then follow the required steps. But after successfully creating an account, don’t go for the first ad campaign. While structuring your ad campaign, you need to decide on your paid ad budget. If you run an ad, you need to be familiar with four parts which are mentioned below:
- Keywords: Select a specific keyword, you need to bid on.
- Campaign: Set up a group of ads which share the target location, budget and more.
- Ad Group: grouped some keywords divided by themes.
Create ad groups that target specific cluster keywords your audience will recognize. Your budget will be wasted if you bid on keywords randomly.
4. Have an Idea of Keyword Cost
Ad placement depends on which keywords you want to bid on and the quality of that specific keyword which is decided by the score given by Google. If you spend your money on keywords with the highest bid and high quality, then you will be able to rank your ads on top of Google. But keep in mind that, if you choose competitive keywords, then you have to spend more money on it. If you bid on low competitive keywords, your ads might not be shown on SERP. So, you need to choose your keyword very strategically for placing your ads on top of the Google search result pages.
5. Write an Ad Copy
After selecting a specific keyword and structuring your ad account, now you need to create your ad properly for getting a click on your website. For getting more clicks and boosting your sales, you need to maintain three elements of the ad while creating a solid ad copy such as Title, description and display URL. You need to have an idea of what your target audience wants, then you can make a perfect ad copy which can attract more customers to click on your website and purchase your products or services.
Don’t think SEM Marketing is a set up and forget things. It allows you to experiment with ads, more customer engagement, and optimize keywords which help you to get more clicks on your website and gain your ROI than your competitors.
Best 3 SEM Tools
Here are the best 3 SEM tools which is mentioned below:
- Google Trends
- Google’s Ad Keyword Planner
1. Google Trends
Google trends where you can track down keywords on specific phrases. It will help you to identify which keywords are trending and which are not. It is one of the most popular tools for SEM strategy. Here, you can see the difference between the two keywords and after seeing the results, you can finalize your keyword which you want to bid on.
2. Google’s Ad Keyword Planner
For your Google Ads Search campaigns, you can research keywords using the Google Keyword Planner. You can use the Keyword Planner to explore and discover new keywords relevant to your business, see monthly search statistics, and organize keywords into various categories. For paid search campaigns, we like using the Keyword Planner because it offers an estimate of the cost of the keywords you want to target, which is an important factor to consider, and allows you to easily create new campaigns based on your keyword research.
If you search for long-tail keywords, then SEMrush is the best for you. Other than that, you can use this tool for your SEM marketing. Here, you are able to research keywords, track keywords ranking, get to see site audits, traffic and more. In order to decide how much money to spend on certain keywords, you can use SEMRush to analyze where your competitors are focusing their marketing efforts.
SEM marketing is a hot marketing strategy in this era for getting more clicks on websites. With the SEM strategy, you are able to increase your customer engagement with your website and that helps you to boost your sales. If you want to implement an SEM strategy, then we are here to help. You can contact us if you need help with SEM marketing. We hope this article helps you to understand SEM marketing. If you want to know about a trending topic, then keep your eye on our blog page.