Search engine marketing (SEM) is a process of driving website traffic. It can also help you quickly increase sales, improve your company’s branding, and so much more. Within SEM are several methods including search engine optimization (SEO). You’re probably somewhat familiar with SEO. However, today we’re going to take a look at the broader picture and go beyond keywords and Google results. Keep reading to learn how to use search engine marketing to boost your business.
What Is Included in Search Engine Marketing?
We already covered the fact that SEO falls under the umbrella of search engine marketing. SEM also includes pay-per-click (PPC) ads. Google sells these ads and places them in the search engine results page (SERPs) and on websites that sell ad space. You will only pay Google when someone clicks your ad link. Each click will often only cost a few dollars.
Buying ads on Google and Bing can be a quick way to generate a ton of traffic to your website. Do some market research and figure out which search platforms your target audience uses most. Focus on these platforms and deliver ad content your potential customers crave.
What Are the Pros and Cons of Search Engine Marketing?
Search Engine Optimization (SEO) is a marathon and for businesses just starting out, you have to be willing to invest in a proven inbound marketing program that will yield results after several months of hard work. There is great value in this affordable online marketing system.
On the other hand, SEM also involves buying ads from Google and other search networks. Purchasing ads in an aggressive manner can help your small business gain more immediate results. We recommend both an SEO and a PPC campaign. The two online marketing tactics work very well together in driving more leads to your site. Therefore, the bottom line is this: it’s going to cost you money to make money.
As long as you set up ads with compelling content and well-targeted audiences, SEM can prove to be well worth the added expense and yield a significant return on investment.
How Do SEM Ads Work?
Every Google results page is an extensive list of links at the top and bottom of the natural SERPs. When you buy an ad from Google, you are essentially buying a higher place on the results page for your link. Ads appear at the top and at the bottom of the page, and they will have the word “Ad” next to them.
People don’t want to look through pages of links for the information they need. They want instant gratification, and that means they typically won’t click to the second page of the SERPs. Some people won’t even scroll down past the first few links on the page! That’s why high placement in these SERPs is so important.
Many online marketers struggle to get their pages ranking high in the SERPs. Running a Google ad can be a quick way to boost traffic to a small business website while continuing to persist with your SEO (no pun intended).
Search Engine Marketing Making You Nervous?
Don’t worry – you’re not alone! Writing strong ads and choosing great images is a big job. Selecting your target audience is another crucial piece of the puzzle. If you do these steps wrong, you’re destined to waste money on these ads. Hiring an SEM expert to provide valuable advice can save you a fortune in wasted ad dollars in the long run.
PersistSEO wants to be your SEM guru. We have the experience and technical know-how to set up your most effective ads ever. Call PersistSEO today at 770.580.3736 to get your search engine marketing campaign started.