You’ve heard about the importance of Search Engine Marketing, known as SEM or with Google, AdWords, and is essential for any business owner, but what exactly is it and how can it benefit your business? This digital marketing strategy increases your visibility in search engines like Google and Bing, can boost sales, increase awareness, and best of all, allows you to generate quality leads. Let’s dive in and learn all about SEM.
First, you need to know what you want to accomplish with your SEM strategy. What are your conversion goals? Some of these goals could include gaining newsletter subscribers, receiving phone calls, or having your audience complete lead capture forms. Having predetermined conversion goals allows you to select the proper keywords and create relevant and dynamic ad copy or creative.
SEM is also alternately referred to as paid search or pay per click. These Pay-per-click (PPC) ads come in a variety of formats. When using a PPC strategy you are bidding for the top positions online, and you only pay when someone clicks on your ads. The highest bidders are served at the top positions. These ads can come in a variety of formats. Some are small, text-based ads, while others are more visual, like graphic banners and product-based ads that provide essential information at-a-glance. The common thread with all these tactics is keyword relevancy. The backend keyword tactics you use directly correlate with the strength of your ad planning and the amount of traffic you receive and allows you to target specific audiences.
SEM and SEO
Many people confuse SEM with SEO. Both are important pieces of an overall strategy, but they are quite different. Search engine optimization (SEO) is a strategy based on organic funneling of traffic to your campaign over time. SEM is paid advertising. A successful campaign will incorporate many different tactics including the use of both SEO and SEM.
At Sparklight Advertising, we track your campaign growth with regular reporting. Our customer portal provides a detailed analysis of your campaign, including the most effective keywords, hottest geographic locations, phone call data, views, and click-throughs. This allows you to see the success of your campaign, as well as any areas where it can be improved. The fluidity of this approach makes it easy to adjust course midstream if necessary, helping to achieve true campaign success, and making the best use of your budget. .
Digital marketing is constantly evolving, and you want someone on your side that is well-versed with the tools needed to reach a larger audience. We can help you define an effective online marketing strategy with which you can truly measure your return on investment. SEM is the backbone of modern marketing and discerning business owners can no longer afford to put all their marketing dollars into just one product.
Let us simplify the process for you. When you’re ready to put one or more of these tactics to work for your business, we can help. Visit our offices page for a media consultant near you.