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Search Engine Marketing (SEM): What It Is & How to Do It Right

To grow your business in an increasingly competitive industry, search engine marketing, or SEM, is one of the most functional strategies.  In this competitive world, when every company is battling for the same eyeballs, it is essential to advertise online; search engine marketing has proven to be an effective way to promote your things and establish your brand.

Search engine marketing- An Overview

Search engine marketing is a technique to market business through paid adverts that display on search engine pages [or SERPs]. Advertisers bid on keywords that give them a chance to display their advertisements alongside the result for those queries.

These Pay-per-click ads are available in a variety of formats. Product-based adverts that allow users to see important information at a glance, such as pricing and reviews, are known as product listing adverts (PLAs, also known as Shopping ads).

Search engine marketing allows advertisers to place their adverts in front of motivated clients who are ready to buy at the exact moment they are ready to purchase; that is SEM’s greatest strength. This is why search engine marketing is such a powerful and successful approach to develop your brand because no other advertising medium can achieve this.

SEM Vs. SEO

Generally, “search engine marketing” refers to paid search marketing, a system in which companies pay Google to display their ads in search results.

Search engine optimization or SEO is different because companies don’t pay Google for traffic and clicks; instead, they earn a place in search results by providing the most relevant content for a given keyword search.

Both SEO and SEM should be an essential part of your online marketing strategy. SEO is a powerful way to drive permanent traffic at the top of the funnel, and search engine advertising is a very profitable way to drive bottom-of-funnel conversions.

KEYWORDS: the foundation of Search Engine Marketing

Search engine marketing functions on keywords. When users enter keywords (as part of a search query) into a search engine to find what they are looking for, it is not surprising that keywords form the basis of search engine marketing as an advertising strategy.

SEM keyword research

As part of your keyword management plan, you must undertake extensive research before deciding which keywords to utilize in your search engine marketing campaigns.

First, you need to identify the keywords that are relevant to your business and that potential customers are likely to use when looking for your products and services. One way to do this is to use the Free Keyword Tool.

Just enter a keyword-relevant to your business or service, and see the keyword suggestion ideas available that can form the basis of various search engine marketing campaigns.

Besides helping you find keywords you should bid on, thorough keyword research can also help you identify negative keywords – search terms you should exclude from your campaign. Negative keywords are not terms with negative connotations but unrelated terms that are difficult to convert. For example, if you sell ice cream, you might want to exclude the keyword “ice cream recipe” because users searching for ice cream recipes are unlikely to find your product in the marketplace.

This concept is known as search intent or the likelihood that a potential customer will complete a purchase or other desired action after searching for a certain term. Some keywords are considered high business intent or a strong indication that searchers want to buy something. Examples of high commercial intent keywords include:

  • Buy
  • Discount(s)
  • Deal(s)
  • Coupon(s)
  • Free shipping

Keywords and account structure

Account structure is another essential feature of keywords that is critical to the success of a search engine marketing campaign.

Logical keyword grouping and account structure can help you achieve higher click-through rates, reduced cost-per-click, and overall better performance and keyword research can help you think about how to arrange your account the best way possible.

In many cases, advertising campaigns can focus on similar products or services. For example, if you run a hardware store, one ad campaign might focus solely on fall products like leaf blowers, rakes, and leaf bags, while another might focus on power tools, etc.

Each campaign can be sub-categorized into ad groups for more specific targeting. One ad group in our hardware store can be for several varieties of rakes or leaf blower models. One ad group may focus on power drills, while another may focus on circular saws for the power tools campaign. Although this degree of structure takes a little longer to set up at first, the benefits — better CTRs at a cheaper cost – make the effort worthwhile in the long term.

The Search Engine Marketing Ad Auction

One of the most persistent myths about search engine marketing is that whoever has the most money to spend on advertising wins. Although greater advertising spends can be beneficial, especially when targeting highly competitive keywords, it is far from necessary for search engine marketing success. Because all advertising goes through an ad auction before showing alongside search results, this is the case. We’ll concentrate on the ad auction in Google Adwords for this explanation.

How the Ad Auction works

Every time someone types a search query into Google, the ad auction process begins. Advertisers enter the ad auction by deciding which keywords they want to bid on and how much they are ready to pay (per click) to have their ads shown alongside search results for those keywords. Your ads are placed into the ad auction if Google determines that the keywords you bid on are contained inside a user’s search query.

A maximum bid is a maximum amount you’re willing to spend for a click that you’ve defined. The Quality Score is a metric that measures the overall quality of your ad. During the ad auction, Google uses this information to determine where adverts should be placed. The ad rank is the result of this process.

Succeed at Search Engine Marketing with CyTech

We eat, sleep, and breathe search engine marketing at CyTech. Whether you’re new to paid search marketing or a seasoned pro, we make sure you have everything you need to succeed.

Our comprehensive PPC management simplifies and streamlines the management of your search engine marketing campaigns, giving you more time to focus on what matters most: developing your business.