Improve your online presence with Search Engine Marketing

Search Engine Marketing (SEM) is a paid advertising option that runs through services like Google Ads to increase your visibility in search rankings. It is able to give you increased exposure faster than organic practices like Search Engine Optimisation.

Let's understand how Search Engine Marketing works first.

When a search engine user types in a word or phrase to search for a particular product or service, businesses like yours will then bid for a advertisement position on the search results page to “serve up” or show your advertisement. 

This is the basis of search engine marketing - companies bidding on keywords and the winners will have their advertisement shown to the customer. The higher you're willing to pay and the more relevant you are, the earlier your advertisement will show on the search result page.

How do you start when you're planning to run online advertisements with a search engine like Google? 

It’s a pretty simple process. First, think about the words and phrases that your customer will be using when they search for your product on Google. From there you can add specific keywords that come to mind. These will form the basis on your search engine advertising campaign. 

However, if you want to go a step further you can use the Google Keyword Planner to estimate traffic volume for those specific keywords and estimated bid costs. Depending on the keywords, bid and quality of the landing page that your ad directs to you can even reach the top position or certain search terms. Just note that the actual calculation done by Google changes from time to time, so it is a good practice to monitor your performance and adjust these factors accordingly.

This is a very cost effective way of targeting your clients. The adverts appear when visitors are searching for things related to your business. If you create the right combination of bid, catchy advertisement text, relevant landing page, and matching keyword, you can even reach the top of the page when people search for your product or service. The ads are better targeted and you only pay when someone clicks on your adverts.

Start small and build on initial results

Once you've done the basics setting up a campaign is quite simple but it may take at least a few days to start seeing results of SEM . So take it step by step, make adjustments along the way and see how you can achieve your ideal results. 

The first and most important step in starting your SEM is getting the right keywords and ad copy to gain the highest exposure and entice customers to click through to your site. You do need to keep an eye on your budget though and work out how much a click is worth. Fortunately, SEM is a relatively low cost form of advertising that can be continually tweaked.

When it comes to the ads themselves create multiple versions with different copy and calls to action. By monitoring the performance of each ad you can determine which approach is the most successful. Make sure your ad text is relevant to your landing page, you don't want users leaving the page immediately if they can't find the product or service your ad promised. 

Repeat with the best performing keywords and consider how those keywords might be modified to reach your target audience with a different keyword. Remove keywords that are not performing well and modify them to improve your performance. The great advantage of SEM is that you can regularly change search terms and budget based on your customers’ behaviour. 

Get your own SEM campaign running quickly

Adtiq is a simple self-service online tool that helps marketers do all this from a single website. It’s ideal for small businesses who are new to online advertising and want to plan, create, manage and optimise their ad campaigns on Google and Facebook easily and at a low cost. For small business, running on a limited budget, this becomes an increasingly cost effective solution as you don't need to hire an agency to do the job and there's no steep learning curve when it comes to mastering the Google Ads and Facebook Advertising platforms.
 
Ultimately, SEM is important for increasing the visibility of your website which in turn raises your company’s profile. Customers tend to trust any brand that appears on the first page of a search engine. If you manage to rank on the first page clients will trust your brand more and easily refer you to others. 
 
Summary

  • Search Engine Marketing (SEM) is a paid digital marketing action to increase a brand’s visibility 
  • Advert will appear on your customers’ screen after they search for a product using specific key terms.
  • Start small and build on initial results. You can make changes to search terms and budget based on your customers’ behaviour.
  • Use online advertising platforms like Adtiq to help you easily run and optimise advertising campaigns on popular search engines or other online advertising media. 

 

 

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