What is SEM?
So, what do you think search engine marketing is all about? If you own a website for your business then certainly you might have heard about search engine optimization. SEO is a very fundamental part of your business if you are in a plan of expanding and reaching potential customers for your business. But SEO is not as easy as you think. Search engine optimization necessitates a lot of patience and continuous enhancements to your website. But SEO is not only a solution to get into Search Engine world. Here comes the use of Marketing. We technically call it Search Engine Marketing.
SEM vs. SEO:
First, you should understand the basic difference between SEM and SEO. SEO is a way of getting visitors organically. This means a user discovers your business offerings on Google naturally. For example, if you own a flower selling business, any customer when types or enter a query “Red roses” on search engine then Google will display some list on its page comprising of links to several businesses which sells flowers. If you have developed website by maintaining proper SEO techniques, your website might have displayed on Search engine page. In this way, the customer clicks your link and buys your product. This way of receiving organic visits means your website is optimized for search.
Search engine marketing on other hand is a way of acquiring potential customers by purchasing users traffic to your website. Search Engine Marketing can be described as investing some money in form of buying ads and achieving paid traffic to your website.
There are some popular search engines in the online world like Google, bing, yahoo, Yandex etc, Though there are several search engines available, the most popular and widely used search engine platform is Google. Because of its wide popularity, most of the advertisers take up Google as the preferred marketing platform.
Google has special advertising platform which enables advertisers to create ads for their businesses. Google has currently named Adwords as Google Ads and introduced some new features which are now even more useful to advertisers.
While creating ads and submitting to Google, all the time your ad is not shown in the search engine result page. Your ad must meet certain guidelines prescribed by the Google. Quality score is assigned to your ad and based on that quality score your ad might be shown on the top place ahead of your competitors. To meet the quality scores you have to design and create the most compelling and suitable ads to your customers.
PPC (Pay Per Click):
Pay per click is one of the advertising models which is prominently used by all the advertisers. The name itself says that whenever the customer clicks your ad then the cost for clicking the ad is consumed. let look at the example. Suppose you are running online water repair services and you have created an ad for your business using PPC. If you have set your payment as pay-per-click, the amount is deducted from your total budget only when a user clicks on the link set for your campaign. Even if visitor observes your website and does not perform any action on your ad then you need not pay anything.
Google Ads and Different types of Networks:
Google ads are shown on the top place of the search engine result page. There are several ad types available to showcase your ads to your customers. Your ads can be shown in two types of networks. One is the Google search network and Google display network.
Google Search Networks is a collection of search-related sites and Google partnered websites. If you adopt Google search network for your ad then the ad is visible and shared in a large collection of search-related websites. On another hand, display network consists of a collection of video sharing sites especially YouTube and many other sites which offer to host of images rich media etc. Display Network allows you to advertise in various ad formats like text ads, static and animated image ads, rich media and video ads One of the most widely and preferred Ad platform search network.
Google Search Network:
Different type of ad types available in Search Network is as follows
- Text Ads.
- Dynamic Search Ads.
- Call-only ads.
- Shopping Ads and.
- Image and video ads.
Google Display Network:
Different type of ad types available in Display Network is as follows.
- Image Ads.
- Text Ads.
- Rich Media Ads.
- Video Ads.
Keyword research is a practical way of exploring what type of keywords you use while creating content for your website. keyword research involves a strategic way of utilizing useful and worthy keywords that drive suitable customers to your business.
Keyword research is both useful in search engine optimization as well as Search engine marketing. If you properly analyze what users want from your side then implementing proper keyword research will certainly attract more and unique visitors. In the case of Search Engine Marketing, keyword research is useful in creating reasonable and suitable ads for business offerings.
Let’s discuss an example of how to utilize and implement keyword strategy in search engine marketing. If you are the owner of a business selling online pens and pencils and you want to sell colour pencils then you have to carry out research on most used and typed keywords for colour pencils by performing keyword research.
It’s also most important to see whether there is competition for your keyword.
Having less competition will make you stand out in front of the search engine result page. So doing proper keyword research is necessary for both SEM and SEO.
As search engine marketing places you directly in front of the audience who are constantly searching for something that relates to your products and services, SEM can be a great ROI (Return on Investment) for your business.
Even if you have to pay for every single click, it’s worth every penny as your site is placed on the top and attracts the maximum eyeballs for that particular keyword, bypassing all the organic results.
By properly leveraging Search Engine Marketing skills, your business will definitely witness the success.
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