With the ever-increasing online market, competing to rank top in SERPs is crucial to keep your website in-game. You need to market your site smartly for better revenue and more traffic. You must have noticed that specific areas are ranked top by Google, which changes with time. Might you think it’s due to SEO, right? SEO also plays a vital role in boosting your site’s visibility, but a solid SEM or search engine marketing strategy is required for faster and more consistent results.
Using SEM to its full potential can double your business reach and growth. Here we have jotted down essential tips and pointers for beginners to plan a good SEM strategy and generate more revenue.
What does Search Engine Marketing mean?
Search Engine Marketing(SEM) is paid marketing strategy through which a site can rank higher in search engine result pages or SERPs. The SEM strategy combines organic traffic generation via SEO and paid ad placement on search engines.
SEM has three types: Pay-per-click or PPC, Pay-per-sale (PPS), and Pay-per-impression (PPI). The most popular and used type among these is PPC.
SEM vs. SEO
SEM and SEO are similar in focusing on the right keyword, optimizing content, and boosting a company’s ranking in search engines. However, with time both have evolved into different strategies.
While SEO focuses on free and organic traffic generation, SEM is paid ranking enhancer using SEO and other ad services to enhance a site’s visibility. We can say that SEO comes under SEM, and SEO is essential for an effective SEM strategy.
Benefits of using Search Engine Marketing
Besides increasing business traffic, SEM offers various benefits, which is why business owners invest in SEM strategy. Some prominent advantages include the following:
1. Brand image-building
Customers trust a site that is ranked in the top position in SERPs. SEM helps build a positive image of the company and makes it look more reliable. It lifts its reputation socially, and more customers will choose the business over other competitor sites.
2. Lower bounce rate
Bounce rate means how much time a user spends on your site before leaving. The lower the bounce rate, the more credible your site will appear. With the right SEM strategy and paid ads, you can engage the user more on your site to lower the bounce rate.
3. Better reach
SEO might also get you customers, but it takes a long time. But with SEM, you can instantly engage and reach more customers. In the online market, you can’t wait long to get results; thus, an SEM strategy is necessary for branding and reaching more potential customers.
Although it might cost you a lot of money, the ROI is impressive if you pick the right SEM manager and strategy.
4. Faster response
SEM makes your site and ads reach the audience faster than organic SEO strategies. Your content can be indexed quickly and make your site rank higher.
5. Targeted advertisement
With SEO observing the viewer’s list is not possible. But with SEM ad placement, added features can optimize your ad placements and view for targeted audiences only. In addition to that, the SEM strategy focuses on local customers more.
This way, your brand image is built and trusted locally, making it appear more trustworthy to the customers online.
6. Better ranking by keywords
Initially, creating optimized content and getting ranked for your focused keywords in search engines is tough. While new businesses work on making a successful SEO strategy, SEM can give them a quick and short way to rank higher in SERPs.
7. Increased clicks
Usually, businesses or sites get paid per click. With SEM, the click rate is relatively higher than with organic listings; thus, the ROI with SEM is impressive.
8. Regular traffic
Businesses require constant customer engagement and traffic to ensure their digital presence and brand trust. It might be possible with an organic SEO strategy, but it can get very tough to maintain. SEM sites can attract traffic and maintain their position on SERPs without extra effort.
Tips for Building a Successful SEM Strategy
SEM has promising results, but that doesn’t mean investing without thinking will pay off. While you plan to spend on paid marketing, make sure to pick the right agency and keep these simple tips in mind so that your money won’t go wasted:
1. Pick a best-suited search engine
Before devising your SEM strategy, determine your target audience and where they usually search.
It will help you pick the right search engine and SEM tools and plan an SEM strategy that beats your competitors and effectively improves your business reach and ranking on digital platforms.
2. Go simple and smart
A successful strategy doesn’t have to be complex. Always start low-key and straightforward in the beginning. So don’t go for buying multiple systems and run campaigns simultaneously. This way, not one of them will be able to show results.
Smartly play your marketing game, choose a simple yet effective strategy, observe the click rate and response, add more features, and enhance your design.
3. Ranking the focus keywords
Don’t forget the focused keywords, which are the main factor in attracting organic traffic. Combining these best keywords can boost your SEM strategy. Although they might be engaging customers organically, you get better ad response and ranking with their proper use in ads.
4. Optimized campaign
Like still water, an ongoing SEM strategy will get stagnant. To ensure good results and maintain ranking, it is essential to constantly update the SEM strategy and optimize it by observing the results.
Ensure that the ads are new and your site’s products are in sync with your ads.
5. Understanding how the Ad auction works
Google lists the ads at the top by ad auction. A good SEM strategy includes steps to use ad auction to rank your ad at the top. To get a higher ad ranking in Google ad auction, there are specific steps you must take:
- Bid higher, i.e., if you offer a higher pay rate for ad placement, google may prefer your ad more.
- Make sure to increase the ad quality and relevance with the searches.
- Add additional information about your company or business in your ad extension.
Some of the Best SEM tools
Many SEM tools are available online, and many agencies offer their services to run your SEM strategies. Here are some of the best SEM tools:
1. Google Ads
You get more visibility and reach with the most influential audience at Google. In addition, you get an extensive tool list on Google ads that are easy to use and prove very productive.
2. Bing Ads
Another great SEM platform that pays off your investment is Bing ads which have a broader reach and audience engagement than Google.
3. Verizon Media
Verizon media native is the PPC platform of Yahoo! And is an excellent SEM platform if you are looking for something different than Google, which has a good reach.
To penetrate the humungous competition in the online world, SEM needs time. To engage your audience and get more ROI, devise a full-proof SEM strategy with the help of experts.
Start a little now and enjoy its astounding results in increasing your impact on the digital world!
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Vijay Kumar is a digital marketing expert and founder of TechZant.
He is passionate about helping businesses grow their online presence through SEO and data-driven strategies.