Search Engine Marketing
w. Standard Digital
A widely used digital marketing strategy that involves promoting a website through paid advertising on search engine results pages (SERPs) such as Google and Bing.
Search Engine Marketing (SEM) aims to increase the visibility and traffic of a website by targeting specific keywords that users search for. SEM typically involves bidding on relevant keywords and phrases so your ads could stay at the top of the search results. Alternatively, you may improve your website visibility by implementing Search Engine Optimization (SEO). Find out more on the ways to improve site visibility below.
Search Engine Marketing (SEM)
Unpaid: Search Engine Optimization (SEO)
Search engine optimization (SEO) is the practice of optimizing website structure and content to improve its visibility and ranking in search engine results pages (SERPs) through increasing content relevancy with the search keywords and phrases. It could be done with code amendments so the website is more user friendly and accessible to search engine crawlers. Outside the site, building backlinks and promoting social sharing also increase site authority and relevance. This is often considered as a long-term strategy that requires ongoing effort for months, yet it is a crucial component of any digital marketing strategy to improve online visibility.
Paid: Search Engine Advertising (SEA)
Search Engine Advertising (SEA) is a form of digital advertising that involves displaying ads on search engine results pages (SERPs) in response to user searches. You could bid on keywords and phrases that are relevant to your products or services. When a user enters a search query that matches that keywords or phrases, your ad will be placed above or at the end of the search results. It is an ideal way to drive targeted traffic who are actively searching for similar products or services, making it one of the most popular digital advertising strategies for businesses of all sizes and industries.
Paid: Paid Submission
Paid submission refers to the practice of paying an indexing website to submit your webpage for inclusion in its search results. Unlike SEO which focuses on optimizing a website's content and structure to improve the organic search ranking, paid submission involves paying a fee to third parties. Paid submission can be beneficial for websites that are newly built, with limited content, or are in highly competitive industries where high organic search rankings may be difficult to achieve. However, paid submission does not always guarantee long term higher rankings, so businesses should always consider investing in SEO or SEA.
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Advantages of Search Engine Marketing
Increase Brand Awareness
Search engine marketing (SEM) is a powerful and trusted tool that businesses can use to increase brand awareness. When people search for those keywords or phrases, your website can appear at the top of the search results, or even reach those who are most likely to be interested in your service. SEM also offers a variety of formats that entails different advertising needs, from pure text to images, dynamic links and change of wordings with reference to different keywords. SEM also makes retargeting possible - boosting brand awareness over time by keeping the brand top of mind and likelihood to revisit your website and services.
Fast and Simple Setup
Search engine marketing (SEM) can be quick and easy to implement, making it an intuitive and user friendly tool for marketers without needing extensive experience in programming, design or copywriting. Targeting options, real-time data, and flexibility, businesses can launch effective SEM campaigns in a matter of hours or days. Marketers could start off the ad copywriting with templates, or access the copyright free image libraries. Targeting can also be done in a few clicks without much manual setups to handle. And most importantly SEM platforms provide real-time results which allow businesses to quickly adjust and make amends based on ad performance.
Spot and Target The Right Audience
Search engine marketing (SEM) can be highly effective in targeting the right audience. With SEM, you could either target specific keywords and phrases that are relevant to your products or services; or target specific geographic locations or demographic targeting to tailor the ads to those who are most likely to be interested in your offerings. SEM additionally provides the option to retarget visitors who have previously visited your website. By leveraging these targeting options, businesses can ensure that their ads are shown to the right audience, which can result in higher click-through rates, conversions, and sales.
Measurable Performance
Search engine marketing (SEM)’s result is measurable. SEM platforms provide a rich mix of data and figures that help to give feedback on ad performance. Indicative data such as impressions or clicks provides you with a measure of how many people are seeing and reacting to your ads. What’s more, you can track specific actions that people take after clicking on an ad, such as filling out a form or making a purchase. This data comes in handy when you are making informed business decisions such as achieving the optimal return on investment (ROI), budgeting, or optimizing your advertising campaigns for better performance.
