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.
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.
What is display advertising?Display advertising refers to the advertising practice through the use of visual elements such as images, motion graphics and videos on websites or social media platforms. The goal of display advertising is usually set to generate clicks, traffic, and conversions for a website or landing page, generating more traffic and awareness and ultimately contributing to sales growth. One of key features of display advertising is its ability to segmented specific audiences based on attributes such as demographics, interests, behaviors, and locations. This targeting allows advertisers to broadcast the right message to the right group at the right time, increasing the likelihood of achieving the predefined goals.
What do you need for a digital display ad campaign?Begin with a goal and objective in mind. What do you want to achieve? Increase your brand awareness? Increase your conversion rate? Generate qualified leads? Depending on your goals & objectives, it impacts your media buying as well as the creativity of your ad which in turn affects the results you hope to achieve through display advertising. Other than the actual ad, you are also able to create a dedicated landing page. This page is used to give your customers a better understanding of the product or service that you are offering. It pops up when they click the button in your ad. If you already have an existing website or page that you would like to direct your customers to, you may do so as well! This is an opportunity to craft specific messages and increase your chances of clinching the intended action.
Do you know where your traffic is coming from?To start diving into your metrics, you have to better understand the amounts of traffic your banner ads are currently generating. If you are new to this platform, you got to consider the following obstacles you have to overcome to create an effective banner ad, for example, gaining a customer’s attention, capturing customer interests or, driving customer engagement to click on your banner ad.
Is Display Advertising effective?Yes! As we breakdown how much it costs to create a display ad and how many people would click into them, Display advertising still delivers a positive ROI for many clients. There is always a misconception that only big or large-scale businesses with huge branding campaigns can do Google Display Advertising. But that is not true! Small and medium sized businesses can also set up Display Advertising. With the right set up and management, it can be as effective as search ads in driving direct leads and sales.
How do you optimize Display Ads?8 Tips for Optimizing Google Display Ads: 1. Know your audience 2. Quality over Quantity when picking your keywords 3. Customisation based on competitors’ websites 4. Exclude placements when appropriate. 5. Take advantage of Remarketing 6. Engage in both Responsive Display Ads & Standard Display Ads. 7. Make your ad design your advantage 8. Optimize your bids for devices and placements