What is Search Engine Marketing and How it Works?
If you are not aware of search engine marketing and how it can help promote your business, you are not alone. There are many terms in digital marketing that sound similar or may have similar definitions. If these definitions are creating confusion for you, worry no more. In this post, we will share everything you need to know about search engine marketing. So, stay connected and continue reading this guide to explore all you need to know about SEM.
What is SEM?
Search engine marketing (SEM) is a digital marketing strategy that implements various techniques to increase the appearance of a website in search engine results. Search engine marketing is also referred to as pay-per-click (PPC).
Search engine marketing implements paid strategies to increase search visibility. Brands pay through ads to appear as search results on search engine pages. They select targeted keywords and pay for ads to rank on top for that targeted keywords. Resultantly, when a user searches those terms, they will see an advertisement from the brand. The brand is charged when the user clicks the ad.
Paid search ads can appear on any page on the search results page. Usually, the paid placements are located at the top or bottom of the page. They include an “Ad” designation so that the users know that it is a paid placement.
Why is Search Engine Optimization Important?
Search engine marketing has become extremely important, with an ever-increasing number of clients researching and shopping for products online. It is something that brand owners must consider. Search engine marketing has become vital for brands, particularly for the ones who are selling products online.
Most visitors find your website while performing a query online on the search engines. That’s only possible if your brand has a proper online presence and has implemented appropriate search engine marketing strategies to rank at the top of the search pages.
Several SEM agencies can help you rank on top pages on search engines. That’s how people come to know about your brand, and you succeed in generating more revenue through increased sales.
How does Search Engine Marketing Works?
In search engine marketing, brands only pay for impressions that bring visitors to their website. This is an efficient way for companies to spend their marketing dollars. The bonus is that with each visitor, the website’s ranking improves in organic search results.
We know that customers enter search queries to find information of commercial nature, and they are in a perfect state of mind to making a purchase. They are searching for the exact things they need and are not scrolling other social media sites where they are just seeing the ads and are not explicitly searching for something.
That’s why search engine marketing is essential. If implemented correctly, it will bring more and more buyers to your site who are actually interested in buying your products or services.
A SEM stage is a web search tool where brands can put search advertisements showed when clients lead research. The most common search engine marketing platforms are:
Let’s discuss them briefly.
· Google Ads
This is without a doubt the most broadly utilized SEM stage. Billions of Google searches are performed each day. Hence, it is always advised to implement strategies to rank on this search engine to help you get in front of the largest online audience.
· Bing Ads
Bing ads is another SEM engine that claims to connect 3 million searchers, which Google cannot reach. Brand owners can run ads on partner sites such as Yahoo and MSN. Bing ads can help brands connect with searchers worldwide who are not exclusively using Google for searches.
Targeting particular keywords tells a platform when to show the ads. SEM takes this strategy one step further. Targeting allows you to set additional parameters, letting search engines know when to show your ad and whom to show it.
· Location Targeting
This targeting methodology shows ads only to those within a specific ZIP code or geographical area.
· Schedule Ad Targeting
This strategy allows you to show ads at certain times of the day or during specific days of the week.
· Demographic Targeting
This strategy helps show ads to only those who fit specific demographic categories based on age and gender.
· Device Targeting
This strategy shows ads to users of specific devices such as mobile phones, tablets, and desktops.