Search Engine Marketing (SEM)At GMN Digital Marketing, we provide clients with bespoke digital marketing solutions formulated based on the targeted audience, industry of business, needs of clients and the content to be marketed.
Search Engine Marketing (SEM)At GMN Digital Marketing, we provide clients with bespoke digital marketing solutions formulated based on the targeted audience, industry of business, client's needs and the content to be marketed.
WHAT IS SEARCH ENGINE MARKETING (SEM)?
SEM (Search Engine Marketing) which is also known as Pay Per Click (PPC) is the process of gaining website traffic by purchasing ads on search engines such as Google, Yahoo and Bing.
WHY IS SEARCH ENGINE MARKETING (SEM) IMPORTANT?
SEM is one of the most cost-efficient marketing methods as you are able to ensure your online ads reach your targeted audience. This is because SEM permits precise targeting with keywords, interests and demographics. Hence, you are only paying for leads who find your content and business relevant, reducing inefficiency and waste of marketing resources.
HOW CAN SEARCH ENGINE MARKETING (SEM)
HELP MY BUSINESS?
Similar to SEO, SEM allows you to capture target traffic online, leading to increase in conversions and revenue. Adding on, it allows your site to rank before your competitors and the top organic search results immediately thus it has the potential to deliver results very quickly in terms of traffic, leads and sales.
WHAT ARE THE ADVANTAGES OF
SEARCH ENGINE MARKETING (SEM)?
SEM has the potential of showing immediate results in terms of traffic, leads and sales. Within an hour, you could set up and launch your Google search campaign and if your advertisement content complies with Google search terms and conditions, your site could be at the top of the Google search results in the same day.
In SEM, you only pay when the viewer click on your ad and this only happens if the viewer search coincides with your targeted keywords. And since the viewer is your targeted audience, the chances of a conversion are much higher.
You have the ability to set a budget according to your business needs. Specific daily and monthly budgets are set to ensure that you will not exceed the marketing budget limit. With a limited budget, your results might not be at its optimal but this largely depends on the competitiveness of your industry and the relevant keywords.
SEM is able to enhance your online visibility to the targeted audience even with a limited budget. This is unlike traditional advertising where you have very little to no control on who you are spending your budget on.
In SEM, you can further control your budget by knowing the budget flow, analyse the data gathered and set out the best strategies to be implemented.
SEM permits precise targeting with keywords, interests and demographics. As such, it makes certain that your ads are displayed to the targeted audience at the optimal time, ensuring that you generate maximum real and relevant leads.
Here are some examples on precise targeting. Let’s say if you want to target mobile users only, you can use device-specific preferences to ensure that your ads only appear to mobile users.
Another example is remarketing. With the help of remarketing options, you can reach out to people who showed an interest in your product/service previously. This allows you to deliver specific messages or promotions in your ads at the prime time to maximise conversions.
SEM is able to track vital statistics such as Impressions, Clicks, Click Through Rate, Conversions and Conversion Rate. Since in SEM, you only pay when your ad gets a click hence making it easy to manage your costs and to calculate your estimated ROI based on the statistics.
We all love SEM advertising (if you aren’t, you should) because it allows you to make crucial changes in your keywords, ads or your website landing page to improve on the Quality Score. Why is Quality Score important? Well, the position of your ad depends on 2 factors, Quality Score and Bid Price. Hence when your Quality Score improves, you may lower your Bid Price and yet maintain your ad position. This, in turn, leads to an increase in ROI for your SEM campaign.
Geo-Targeting and Ad Scheduling
Geo-Targeting and Ad Scheduling are amongst the prime features in SEM. Geo-Targeting allows you to exclude users who are outside of your target location. This prevents unwanted expenditure in your marketing resources and preserves the integrity of analytics gathered from the users behaviour.
Truth is, unless you are a global company, you don’t need to target the world. And even for global company, it makes more sense to setup different campaigns for different countries and locations since users behaviour may be vastly different.
The main takeaway is with Geo-Targeting, you are displaying your ads to targeted audience in specific locations which forms your potential customers.
Ad Scheduling is another prime feature. It allows you to select specific days and specific time period to run the ad. If you are able to determine the days and/or the period of time when the number of searches for your targeted keywords, ads Click Through Rate and Conversions are at its highest, you should definitely schedule your ads for these days and/or time.
With the help of Ad Scheduling, you can optimise your ad budget by displaying your ads when potential customers are most active and likelier to convert.