How Search Engine Marketing Can Redefine Your Business
Each year, more and more Americans turn to online search when shopping for services and products. This trend has only accelerated during the COVID-19 pandemic over the past year and a half. That’s why search engine marketing (SEM) has become such an essential marketing strategy as you attempt to extend the reach of your business and bring in more quality leads in an increasingly competitive marketplace.
In fact, the majority of new visitors to your website will discover it by performing a query on one of the major search engines like Google, Bing or Yahoo. Google alone processes over 40,000 searches worldwide per second. This translates to more than 3.5 billion searches every day and an incredible 1.2 trillion searches per year.
Therefore, it’s almost impossible to succeed in any business endeavor without creating, maintaining and enhancing your online presence. That’s why the greatest strength of SEM is that it gets ads in front of motivated customers who explicitly searching for information of a commercial nature and are prepared to buy at the exact moment they conduct an online search. This distinguishes them from those Internet users who are just casually surfing around.
Search engine marketing is without a doubt the quickest way to drive traffic to your website no matter what size your business. Pay-per-click (PPC) ads can provide almost near-immediate results for advertisers. That’s what makes search engine marketing such an incredibly powerful way to grow your business.
At this point you may be asking yourself, “How can I best utilize SEM in my overall digital marketing strategy?” This handy guide to search engine marketing will provide you all the essential information on how SEM works and why it’s essential for your business to develop a strong search engine marketing strategy that will:
- Drive Targeted Traffic to Your Website
- Promote Your Products and/or Services
- Increase Your Sales and Profitability
In addition, we will highlight the importance of finding just the right search engine marketing agency to help you achieve all your SEM goals.
What is Search Engine Marketing?
Search engine marketing serves as the quickest way to attract your targeted audience to your website. Search engines like Google, Bing and Yahoo use complicated algorithms to ensure that a searcher’s online queries receive the most relevant results. That’s where the importance of using proven and effective search engine marketing strategies and techniques come in.
This is done by using pay-per-click (PPC) advertising (a.k.a. paid search marketing), in which you only pay when a user clicks on your specific ad, which links directly to your website. In PPC advertising, sponsored ads appear prominently at the top and side of search engine results pages (SERPs), enabling them to gain more visibility than the organic results.
Search engine marketing (SEM) increases your website’s visibility in SERPs, which in turn drives more targeted traffic to your site. The overall SEM strategy involves targeting carefully researched and chosen keywords to reach the extremely specific audiences interested in your services and/or products. PPC ads can be customized based on audience, type, location, and other factors. According to Google, online ads increase brand awareness for businesses as much as 80%.
How Search Engine Marketing Works
A successful search engine marketing campaign starts with conducting comprehensive keyword research related to your products or services. This involves identifying the specific keywords and key phrases (search terms with three or more words) that prospective customers are most likely to use when searching online for your products and/or services.
Note that you will most likely need to modify your keyword strategy regularly based on the ever-changing marketplace. In addition, you’ll want to identify negative or irrelevant keywords that should be excluded from your SEM campaigns. This will further increase your odds of generating more quality leads for your business.
After you determine specific keywords intended for your target audience and decide on a geographic location where you would like the ad to be placed, you will also need to create an effective text-based ad to display in the search results. A standard text ad includes a headline, description and display URL. The text ad description should feature:
- The Relevant Keyword or Keywords
- Your Unique Value Proposition (what differentiates you from your competitors)
- A Compelling Call to Action
In Google Ads, PPC advertising is based on keyword auctions. Just like a regular auction, advertisers bid on specific keywords that online searchers use while googling services or products.
An auction occurs each time an online search is made. Google decides which advertiser’s ad content is most relevant to that specific keyword or key phrase. Those targeted ads then appear at the top of the SERP. That’s why the advertiser with the biggest budget willing to shell out the most money for a highly competitive keyword doesn’t always necessarily end up with the highest-ranking ad.
Google Ads ranks PPC ads during auctions based on both your keyword bid and the Quality Score of your website. The Quality Score is simply Google’s rating of the quality and relevance of your PPC ads and keywords. A high Quality Score can enable you to achieve a better ad position at a lower cost. That’s why it’s so important to have both well-written PPC ads combined with a thoroughly keyword-optimized website.
Search Engine Marketing vs. Search Engine Optimization
Search engine optimization (SEO) differs from search engine marketing in that your business earns a free spot in the search results based on having the most relevant content for a specific keyword search. That’s why it’s so important to properly set up and optimize your website correctly from the outset (you will definitely want to consider relying on the expertise of a search engine marketing agency).
One of the big myths of digital marketing is that search engine marketing and SEO are two opposing forces that work against each other. SEM actually works in conjunction with SEO to improve your online visibility.
SEO is an extremely cost-effective method of focusing on your top of the funnel (TOFU) leads, while SEM targets your bottom of the funnel (BOFU) consumers. In other words, SEO is perfect for long-term growth, while SEM is ideal for fast results. The bottom line to remember is that SEO complements SEM and vice versa.
That’s why you’ll want to combine effective paid and organic search to support your overall objectives in order to achieve a comprehensive digital marketing strategy and greatly expand the online reach of your business. You’ll have to determine a good blend of both SEM and SEO for your business based on you’re the current circumstances, as well as your direct marketing budget. That way you can reach the largest possible targeted audience for your specific product or service.
Why Should I Use Search Engine Marketing?
Search engine marketing allows you to avoid casting too wide a net and wasting money marketing your efforts to everyone under the sun. That’s why the growing trend of local search engine marketing has become essential for any business supplying local services or products.
With SEM, you can target your audience with pinpoint accuracy to those potential buyers seeking your specific services and/or products. In fact, businesses generally make an average revenue of $2 for every $1 spent on Google Ads.
The benefits of search engine marketing for your business include:
- Increase Traffic to Your Website Almost Immediately
- Get Directly in Front of Motivated Customers Seeking Your Products or Services
- Generate More Quality Leads for Your Business
- Enjoy an Exceptionally High Return on Investment
- Achieve Greater Brand Awareness, Visibility and Online Presence
- Easily Measure Your Performance Through Analytics
- Provide a Consistent Source of Targeted Website Traffic
- Enjoy Greater Control on How You Market Your Products or Services
How Much Does Search Engine Marketing Cost?
Because of its ability to deliver immediate targeted traffic, search engine marketing is considered one of the most efficient ways to spend your marketing dollars. However, every online marketing strategy is different depending on your business goals. That’s why the overall cost of a SEM campaign varies widely depending on several factors, including:
- Online Advertising Strategy
- Ad Spend Budget
- Local or National Ad Targeting
- Number of Products and/or Services You Wish to Target
- Strength of Competition
Schedule a Search Engine Marketing Consultation
A well thought out search engine marketing strategy can produce amazing results to even the lowest advertising spend budgets. However, in today’s ever-changing digital marketing landscape, it’s impossible to stay on top of all the latest trends, techniques and methods in search engine marketing. That’s why it’s essential to enlist the help of a search engine marketing agency with in-depth knowledge of all the latest and most innovative search engine marketing techniques.
There’s no one-size-fits-all solution when it comes to SEM. That’s why a search engine marketing company like ROAR! Internet Marketing will provide you with proven strategies tailored to your specific business to help maximize your return on investment from your SEM efforts, boost your online presence and broaden your exposure to potential customers. Our comprehensive search engine management services encompass:
- Google Ads
- Bing Advertising
- Facebook Ads
- Competitive Research
- PPC Account Audits
- Analytics Implementation
- Conversion Tracking
- Shopping Ad Campaigns
- Remarketing Campaigns
- High-Converting Landing Page Development
Let's Get Started
Contact ROAR! today to schedule a zero-obligation consultation and find out more about our results-driven solutions that will transform your search engine marketing strategy!