Search engine marketing (SEM) is the current buzz. Every business now wants to move closer towards its users – be it local or global. To accomplish this, search engine marketing is the easiest way. For those, who are new to the concept of search engine marketing, we are here to decode what it is. We will also explain how to make the maximum use of SEM for business growth.
What is Search Engine Marketing?
Search Engine Marketing is the process of selling a service or product to online users by leveraging search engines. Companies pay the search engines for promoting their brand in the form of ads on search engine result pages.
Search engine marketing is not a single-step process. It is a perfect mix of SEO, SEM, and Social Media. Thus, if you are planning China SEM in London, you should focus on all these aspects.
Leveraging SEO:
Search Engine Optimization is a website owner’s efforts to bring it to the top of search engine results through organic SEO efforts. It does not involve any paid strategies; the only focus needed is through on-page and off-page optimization along with building backlinks to bring the domain authority up.
Leveraging SEM:
Search engine marketing is a paid strategy. Website owners design paid ads first based on their keyword and product priority. Then they submit these ads to the search engine to display them when users make their keyword-related searches. During this process, they bid for the keyword and submit the ad to be displayed in the search results. Thus, when users search for a product by typing some keyword, they see the ads paid by the website.
This SEM depends on many factors: Geography, type of ad, and user demographics.
For instance, a company planning to host an event related to China SEM in London will opt for SEM ads in both London and China. This will boost the user reach in both the countries, leading directly to greater attendance for the event as well as enhanced revenues.
In the type of ads, users get to choose two options: search ads, display ads. Search ads are ads that come up in the search results when users search with the keyword related to the product. Display ads are the ones that are displayed in the targeted user web pages.
Last and not least, companies also choose to display their ads based on user demographics. They will have the choice to display ads in the relevant users who match their customer target and persona.
One thing that is common in both SEO and SEM is they are based on keywords. The words that are specific to the company and its product, which will help boost their market. But the first one is an organic approach and a non-paid strategy while SEM is a paid strategy. You will be billed by the search engine per number of clicks and conversions.
Leveraging Social Media:
Social media strategy is a subset of online marketing. Some experts also consider social media as a part of search engine marketing. This is because like on search engines, we can promote our products and brand on social media too through sponsored ads. Spending on ads on social media is a good idea because we can easily reach our targeted customers effectively. Social media strategy gives a fuller return on investment as much as search engine marketing does.
The Right approach:
Thus, anyone who is looking at leveraging the power of search engine marketing should consider all these strategies to obtain the fuller benefits.
• First, work on keywords that are relevant to your products and sales.
• Design ads and ad groups based on the keywords.
• Determine the location and targeted user demographics.
• Bid for your ad at the best price possible.
• Run ads and campaigns and monitor the results.
• Based on the results, change your keyword and marketing strategy.
Conclusion
Search engine marketing promises better ROI when strategized well. You should know what keywords to choose and which users to target. You have to monitor the results and tweak your strategies accordingly. Plan your SEM strategy well and bring the best of results to your business. All the best!