Search engine marketing (SEM) is the act of promoting a business using paid advertisements that appear on search engine results pages. In SEM advertisers choose words that they believe people use when searching for a service or product online with Google or Bing. The ads which are placed by this advertiser can be seen close to the search results by prospective customers.
The ads which are usually paid per click come in various ways or formats like the text-based ads, the product listing ads, product-based adverts, and so on. These ads have their own separate qualities.
Search Engine Marketing allows advertisers to place their ads where prospective customers can withstand easily see them and buy. The results gotten from SEM sets it apart from all other forms of online marketing.
SEM and SEO
Search Engine Marketing is different from Search Engine Optimization (SEO). While in SEM advertisers pay Google to place their ads near search results, in SEO no payment is made, your site or blog is given a space on the search results list due to the number of relevant keywords placed in the content. Both are important internet marketing techniques and are very useful when trying to make conversions, and both make very good use of keywords.
Keywords are the foundation of search engine marketing and SEO as they reflect the words and thought of prospective customers. When searching for something on the internet using a Search engine, people usually input a group of words into the search engine unique to they are looking for. Examples can be “2-person camping tents” or ” weight loss diet”. This what makes SEM very effective Beau it targets people who are already looking for the product or service.
SEM Keyword Research
When trying to launch your SEM gig you need to conduct proper researched on what keywords you are going to make use of, depending on the product or service you are trying to sell. This is part of your Keyword management strategy. There are several tools, apps, plugins that can help your identity adequate keywords.
Also, while conducting your Keyword research, you should also look for negative keywords which you may want to avoid in your SEM gigs. Negative keywords are just words that won’t help you target your prospective clients because they are irrelevant. For instance, if you sell android phones, your keywords should not be “android phone accessories” as you would miss your target audience.
The idea behind all these is called search intent. It is the probability that a person will purchase that good or service after inputting some keywords. Some terms or words have been linked to the high rate of purchases, they are said to be of high commercial intent. Each of such words is Buy Discounts, Deals and Coupons.
Keywords and Account Structure
One important aspect of Search Engine Marketing is the nature or structure of your ad account with AdWords or Bing Ads. Adequate Keyword grouping and account structuring can enable you to achieve greater success in terms of sales. And all these can be reinforced by proper Keyword research.
Now a perfectly structured account should or must have these five components or else that advertiser is just wasting his or her time. The five components are:
- Ad campaigns
- Ad groups
- Ad text
- Landing pages
Ad campaigns are targeted at specific products or services for example if you run a mobile phone shop one ad campaign should focus on phones, then another can be about phone accessories.
Concerning ad groups, these kinds of ads are made to specialize in products within a campaign. Within the phone accessory campaign, you can run ads talking on separate chargers for different brands.
Although the process of setting all of these up can take some time, in the long run, the results will be Worth it.
The Search Engine Marketing Ad Auction
When engaging in Search Engine Marketing you do not need a big budget to succeed, although more money might help when targeting highly competitive keywords, overall, it’s not a requirement for success. This is because all ads go through the process of ad auction before they can appear on Google or whatever search engine you are using.
Ad auction takes place every single time someone searches something on Google. To be entered the ad auction, advertisers identify keywords they want to bid on and state how much they are willing to spend (per click) to have their ads appear alongside results relating to those keywords. If Google says that the keywords you have bid on are contained within a user’s search query, your ads are entered the ad auction.
As you know, not all the ads will appear close to the Search results. This is because within the ad auction google performs some calculations based on the quality and parameters of the ads, the most important being the maximum bid and the Quality Score.
The maximum bid is the maximum number of monies an advertiser is willing to pay per click, and quality score is the most the overall quality of the ad. So, Google does its calculations based on these parameters and places the ads accordingly the placement is called ad rank.
When trying to engage in search engine marketing special care should be given to the quality score, your ad placement rests highly on this parameter. Therefore we said that a higher budget won’t make or break your success in SEM. Even if someone else has a higher maximum bid, you can still outrank him when it comes to ad placement because your quality score is higher and Google AdWords values it a lot.
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