Do you find difficulty in promoting your business online because of the increased competition in the marketplace?
Yes? Actually millions of businesses and companies come online every day and most of them have the same goals.
It’s never been so important to advertise online in order to be ahead of your competitors in the past few years.
So if you want to advertise your online business, “Search engine marketing” is the most efficient method to promote your products or services online.
In this article, I will give you each and every detail of search engine marketing and what are the strategies involved in this kind of marketing to promote your online business.
What Is Search Engine Marketing?
According to Wikipedia Search Engine Marketing can be defined as.
Search Engine Marketing is a process in which you market your business or product by using the available paid advertisements of various search engines.
You can bid on the keywords that you want your ads to get displayed in the search engines.
Search Engine Marketing is also known as paid search or pay per click (PPC).
These advertisements come in a variety of formats ranging from small text ads to visual Ads.
SEM (PPC) Vs. SEO: What’s The Difference?
You mostly heard the word SEO (search engine optimization) but SEM is totally different from SEO.
Search Engine Marketing is the paid marketing where you will have to pay money to Google and other search engines to show your ads in the search engine results.
Search Engine Optimization, on the other hand, refers to the organic search results where your website ranks in the SERP(search engine results page).
SEO and SEM are both very important parts of any online marketing strategy.
SEO is the method to drive evergreen traffic at the top of the funnel (but it takes time).
On the other hand, Search Engine Advertisements are a costly method to drive traffic (Instantly) to your website.
Why Is Search Engine Marketing (SEM) Important In 2018?
With the increase in a number of competitors in online business, hence search engine marketing has become very important in increasing traffic and online presence.
In PPC or search engine marketing, you will only pay for the clicks only.
You can target the specific group of people on the basis of their interest as well as geographical area or you can promote a specific product or service.
This makes it very efficient for the company to spend money on Ad networks.
It may also help you to get direct traffic once the visitor familiar to your website.
The most popular search engine “Google” offer Adwords for the marketing of your online business.
Search engine marketing unlike the other methods of marketing does not interrupt the user’s web experience.
The results are very immediate with PPC or Search Engine Marketing hence it is arguably the best and quickest method to drive quality traffic to your website.
Search Engine Marketing Plan:
In order to succeed in Search Engine Marketing, you should have a proper SEM plan. Here are the points you need to consider while creating a good SEM plan.
- The first thing you need to consider who is your target audience? You should do proper research and find out where your potential customers hang out and what they want.
- You should set your goals and targets as well as the methods by which you are going to achieve that.
- Use the SEM tools which would help in maintaining a proper SEM plan. For example, keyword analysis tool Google Adwords which would help you in determining the right keywords for your business.
- Test your keywords regularly.
- Make creative ads. To target your potential audience.
- Try to add fresh content frequently and also update the web design.
- Update your blog and RSS feed regularly.
- Finally, track your website performance using various tracking software’s available like Google analytics.
List Of Search Engine Marketing (SEM) Tools:
Enlisted below are the best SEM tools available which will help you to drive traffic to your website are:
- Keyword Research Tools:
- Budget Estimation Tools:
- Bid Management & PPC Campaign Management Tools
- A/B Testing Tools
1. Keyword Research Tools:
- PPC Web Spy
It is a competitive keyword research tool to find keywords, which finds the keywords in which your competitors are running ads on. It not only saves your time but also finds the most profitable keywords.
- Keyword Spy
Keyword Spy is one of the best PPC tools that help you in keyword position tracking and in analyzing keywords of competitors. It is also used to learn competitor paid strategies, checks their ads and keywords, etc.
SpyFu is also a good keyword research tool which regularly checks for your competitor’s keyword. It checks your competitor’s current states and also analyzes the keywords on which they are getting more traffic.
2. Budget Estimation Tools:
- Google Traffic Estimator
It gives an estimation of how much traffic you would receive for a particular keyword which gives an estimate of top bidding and total cost per day.
- CPC ROI Calculator
Using CPC ROI Calculator we can easily analyze cost per click in minutes, which helps us in understanding better.
3. Bid Management & PPC Campaign Management Tools:
- Adwords Editor
Adword Editor is a free tool from Google Adwords which helps in managing campaign offline.
- Adwords Script
It’s a free PPC tool which provides statistical data by which you can compare different ads.
4. A/B Testing Tools
CrazyEgg is the best tool for A/B Testing which is available on the internet. Using this you can test each section of your website. It creates user behavior and studies the user’s activities and helps in making a proper decision to improve conversation and ROI.
Let’s Know About The Types of Paid Search Ads Available For You
Paid Search Ads are very important if you want to increase your website sales or revenue.
There is various type of paid ads available which you can use for promoting your product or services online.
They are the most common form of pay per click ads. They are visible on the search engine’s result page above the organic searches depending upon the cost of the ad.
1. Google Shopping Ads:
Google shopping ads are also very similar to traditional PPC ads. They are perfect if you have some product to sell and have a low cost per conversion text ads.
2. Native Ads:
Native Ads mix with the content of the web page. These type of ads are mainly visible on news and journalism websites. They are required to show themselves as paid content by marking the ad as “promoted”, “sponsored”, etc.
3. Display Ads:
There are the most classic ads and have undergone many changes in the past few years. With the rise of Ad-Blockers these type of Ads may be completely blocked from the website.
4. Social Media Ads:
Most social networks promote their own ads on their website. These type of Ads also has to be marked as paid ads.
Therefore, these ads blend in the newsfeed and give better user experience which makes better among other ads.
How Search Engine Marketing Or PPC works?
In PPC or paid advertising, the ads appear at the top, bottom or at the side of the search results page to ensure maximum visibility and prominence in the search results page.
Whenever someone searches for some products or services online by typing a particular keyword.
Whenever someone searches for some products or services online by typing a particular keyword.
Then your advertisements will show up along with different companies either above or sometimes below the search results.
These paid listings are very keyword specific which means they are shown only for a particular keyword which makes it more likely to click on them.
Now, if own a company and wants to place some ads in the search results then let’s take a look at how you can do that:
Search Engine Marketing (SEM) networks are the operations where you have to serve yourself.
Once you select a network then you easily get the campaign running within a short period of time.
Some of the suggestions, for setting up a campaign within any SEM network are:
- Always select the keyword related to your product or services.
- It is suggested to select a geographical location for the ad where it will be displayed.
- Also, create a text-based to display in the search result.
- Bid carefully on the price for each click of the given ad.
The easiest to produce is text-based ads. The only thing you have to do is to enter the headline, the text of the body, a call to action and just a URL for the hyperlink.
Search Engine Marketing is one the best and effective method of marketing your business, product, and services.
Some Examples Of Search Ad Networks:
The two most important Ad networks on the internet are Google Adwords and Bing Ads.
Google Adwords consists of two networks – Google Search Network and Google Display Network.
The first network consists of only search-related websites and the other one includes properties such as YouTube, Blogger, and Gmail.
The Ad network of Bing allows running ads on both Yahoo’s network of websites and Bing’s network.
Google Adwords is a larger Ad network as compared to Bing Ads, therefore, their price is much higher compared to other Ad networks.
But also Google has a larger share of traffic as compared to other networks and hence most marketers use Google Adwords to promote their business or products.
If you want to grow your business and want to reach more customers and clients instantly, therefore search engine marketing is the method you should follow.
In order to rank for the important keywords related to your business, you must start and SEM campaign today.
There are so much competition in every niche, industry that if you don’t follow the right strategies then your business may lag behind.
It is the most cost-effective marketing method to reach your target audience because they are actively searching online and SEM brings your product in front of them.
PPC is the best method to increase the visibility of your brand and also your sales and profits.
It’s a great strategy in you have a less budget and Adwords provide a user-friendly way to track your results and improve your campaigns.