Search engine marketing (SEM) is a digital marketing strategy that involves promoting a website by increasing its visibility in the search engine results page (SERPs) through paid advertising and search engine optimization (SEO) techniques. Paid ads are shown at the top of SERPs, while SEO is focused on optimizing website content and structure to rank higher in organic search results. SEM is especially beneficial for businesses that want to drive website traffic and generate leads quickly. If you're a small business owner looking to increase your online presence, an SEM strategy is a cost-effective way to reach your target audience and drive conversions. With SEM, you can also track your ROI and adjust your strategy in real-time to make the most of your marketing budget.
Paid search marketing, also known as pay-per-click (PPC) advertising, is a highly effective digital marketing tactic that businesses can use to reach their target audience and drive conversions. Paid search advertising allows businesses to bid on specific keywords and phrases related to their product or service, and place ads at the top of search engine results pages. Compared to other forms of advertising, paid search marketing provides a higher degree of targeting and allows businesses to reach customers who are already actively searching for their products or services. Additionally, paid search marketing offers measurable results and can be easily tracked and analyzed to determine return on investment (ROI). It's important for businesses to continually monitor and analyze the data from their PPC ad campaigns to make data-driven decisions and optimize their strategies for maximum performance. Overall, incorporating paid search marketing into a comprehensive digital marketing strategy can help businesses increase brand visibility, generate leads, and drive revenue.
Paid search advertising allows businesses to target intent. Businesses can target users searching for the product, service or solution that the business offers. Intent based targeting should be at the top of the list for any business engaging in paid search marketing.
How SEM Works
Search engine marketing (SEM) is a powerful digital marketing technique that involves the promotion of websites to increase their visibility in search engine results pages (SERPs). SEM comprises two key components: search engine optimization (SEO) and pay-per-click (PPC) advertising.
SEO involves optimizing your website through the use of relevant keywords, improving page load speed, and ensuring your site is mobile-friendly.
On the other hand, PPC advertising involves creating ads that appear at the top of search results for specific keywords or search phrases. A big focus in PPC advertising lies in ad quality and relevance, choosing the right keywords and optimizing landing pages to drive conversions.
SEM directly impacts website traffic and search engine rankings, which can lead to improved brand visibility, an increase in leads or sales, and ultimately boost your business's bottom line. By using advanced targeting options such as location, time of day, and demographics, SEM can help you reach your ideal customer and increase conversion rates.
Google Ads, formerly Google Adwords, is an online advertising platform developed by Google that allows businesses to create and display ads on Google's search results pages, as well as on other websites and apps. With Google Ads, businesses can target specific keywords and demographic groups, set their own budgets, and track the performance of their ads in real-time. It provides a powerful and cost-effective way to reach potential customers, increase brand awareness, and drive website traffic. Google Ads is a must-have tool for any business looking to grow its own online marketing presence and reach its target audience.
Google is undoubtedly the most popular search engine on the planet, and the statistics surrounding its use are indeed staggering. As of 2023, Google has an estimated 4.3 billion daily users worldwide, making it the go-to source for information for billions of people across the globe. With over one billion active monthly users, Google.com is the most visited website on the planet. The platform's growth rate is impressive, with Google searches completed per year growing around 10% per year between 2009-2012. In fact, the average number of daily searches on Google is 3.5 billion, translating to an astonishing 1.2 trillion yearly searches globally. The Google ecosystem is vast, with services like Gmail boasting over 1.5 billion active users, and Google Drive reaching over 1 billion users and 5 billion installs. Considering the sheer numbers, Google's place in the world of search engines appears unchallenged.
Quality content is key for engaging, ad spend-worthy TikTok videos. You don’t have to do it alone either! Consider working with different creators whose work aligns with your brand and collaborate on various pieces of fun stuff together - if you keep the quality high enough there will be no stopping you.
Microsoft Ads is a versatile and effective advertising platform that sets itself apart from competitors with unique features such as LinkedIn targeting, intelligent search ad targeting, and automatic bidding based on business goals. Microsoft Ads' budgeting tools and granular analytics capabilities allow businesses of all sizes to reach their target customers while staying within their budgets. Microsoft Ads is particularly beneficial for businesses targeting enterprise customers and B2B firms. With capabilities such as LinkedIn targeting, Microsoft Ads can help businesses connect with decision-makers and generate high-quality leads. Additionally, the platform's AI-powered ad optimization features can help businesses drive more conversions and maximize their ROI. Overall, Microsoft Ads provides businesses with a powerful and cost-effective platform to reach their target audience and achieve their marketing goals.
Bing is one of the top search engines available globally, and it has a significant market share in several countries. According to recent data, Bing has an 8% market share worldwide, with the majority of its users located in the United States. Bing's user demographics are also notable; they tend to be older and more affluent, with over 40% of its users aged 45 or older and a higher concentration of users with incomes over $100,000 per year compared to other search engines. Bing continues to grow in popularity and has become a valuable platform for businesses and advertisers looking to reach a diverse audience.
The Advantages of Intent Based Targeting
Search intent targeting is an essential strategy for successful digital marketing campaigns as it allows businesses to put their ads in front of the right audience at the right time. By targeting keywords and query types that align with the user's intent, it's easier to create ads that resonate with the audience and provide them with what they're looking for. For example, someone searching for "best running shoes" is likely in the consideration phase, so creating ads that offer product reviews, comparisons, and ratings can be effective in moving them down the sales funnel. In contrast, someone searching for "buy Nike running shoes size 9" is likely in the purchasing phase, so ads that offer discounts, promotions, and specific product information may be more effective. Matching the ad format to the user's intent is equally important, for instance, videos are great for product demonstrations, while carousel ads can display a range of products. Therefore, having a solid search intent targeting strategy in place can help drive better results, increase conversions and improve ROI for paid search advertising campaigns.
Hey! Digi's Approach to Search Engine Marketing
At Hey! Digi we Search Engine Marketing is viewed as the gas pump. Filling a business's website traffic with intent based users should be the fuel for any marketing machine. Intent based users are generally further down the funnel and closer to making a purchase decision.
Intent based users are also the perfect website users to remarket to, they have already expressed an interest based on their searches on popular search engines. With a custom retargeting strategy users can be remarketed to on the search engine platforms as well as social media platforms.
We believe in keyword testing, audience testing, copy testing and testing different images or videos. We test by monitoring analytics and observing traffic coming in from different keywords, paying close attention to high value metrics like bounce rate, time on site, pages per session, and most importantly, conversions. Search engine marketing allows for detailed tracking and observation as campaigns are optimized.
Get Started With Search Engine Marketing
If you're interested in getting your business's search engine marketing up to date reach out to us. Hey! Digi would love to get your business's digital marketing machine up to par and running on all cylinders the way that it should be and search engine marketing should be a driving force behind that effort. To get started on your new search engine marketing strategy reach out to one of the consultants at Hey! Digi.