Is your business page not driving enough traffic as it should?
Here is a read on using Search Engines to market your products or services to increase your visibility on Search Engine Result Pages and SERPs. Search Engine Marketing, SEM, is a marketing strategy to improve a website’s online visibility in SERPs. Like Search Engine Optimization, SEM can include techniques like rewriting a website’s content to achieve higher rankings. However, SEM refers to paid search or PPC.
While there are many ways to attract new visitors to your website, Search Engine Marketing differs and may be the best for a business. A business can advertise on a search engine page when specific keywords are used in an online inquiry. Advertisers commonly bid on industry-specific phrases and word sets or highly relevant to a particular product or service. In that way, businesses have their ads placed in front of users alongside searches for queries.
Businesses should focus on selecting a proper keyword strategy. You may think Search Engine Optimization and Search Engine Marketing are the same, but they differ. Using SEM gives you more control over your digital marketing efforts. SEO is suitable for a highly targeted optimization effort. SEM focuses on a larger tray of keywords while ensuring similar visibility is a success.
A strength of SEM is that it gives you the opportunity as an advertiser to put your ads in front of motivated customers at the right time they want to make a purchase. It is a guarantee that SEM is a powerful way to drive traffic to your website, especially for a starting business. In addition, SEM tends to draw many first-time visitors to your pages. There is no other way to do this than Search Engine Marketing, which makes SEM a very effective way to promote your business. You pay a search engine to advertise for you. Very easy.
The Groundwork of Search Engine Marketing
Know Your Target Audience
The first key to success is knowing the people you are targeting. Understanding your audience can produce more effective ads for the right people.
The easiest way to do that? Well, your current potential customers can always be your starting point. But, first, create a survey or questionnaire to know what they like and dislike about the products, habits and even locations.
It will be hard to know everything about them, but understanding a little about them through those survey sheets will give you more understanding of the people to target and how to launch a successful set of ads.
Keywords!
Keywords form the basis of search Engine Marketing, which should not be much of a surprise. First, you must conduct comprehensive keyword searches as the number one keyword management strategy. Then, identify keywords relevant to your business and likely to be used by customers when searching for products or services. A thorough keyword search will help you discover your business’s right keywords and identify negative ones. Negative terms aren’t harmful, but they are irrelevant to whatever you are offering.
For example, if you sell ‘clay pots’, you might want to use keywords like; “Ways to use a clay pot”; avoid keywords like “the best type of clay for a DIY vase” unless you’re also selling ‘clay’. You definitely won’t drive customers with the latter keyword term.
Comprehensive keywords will make your ad appear on people’s screens. Go for less but specific keywords for your products. This will give you the best traffic. Uncommon keywords are superlative in maximizing the value of every click.
Ad Auctions
To grow your business, be ready to invest in SEM, and once you are prepared, you will need to participate in ad auctions. We will look at ad auctions in Google Ads.
Every paid ad on Google’s SERPs had to go through an auction.
To enter an ad auction, you must identify the keywords you want to bid on and clarify how much you are willing to spend per click of each keyword because, of course, you’re dealing with a pay-per-click system. Google then determines if your keywords are obtainable or within a user’s search query, and then you are entered into the ad auction.
However, not every ad will appear on every search related to that keyword. Some keywords don’t have much or no commercial intent to allow them to include ads on the page. For instance, typing ‘Content Creation’ into Google will not show any ads on your screen.
Even if your keyword is a good fit for an ad, it may not necessarily mean you will win the bidding. This is because the ad auction considers two main factors to determine if your ad is worthy of being on the SERP – your maximum bid and your ad quality score. Remember, the more relevant your ad is to a user and how likely will a user click on your ad and enjoy it all add to your Quality Score.
Once you’re set to use SEM, research relevant and commercial intent keywords, enter Ad Auctions and pay for your ads to appear on the SERPs. All these and adopting an SEM strategy that requires you to optimize paid search ads with a specific goal in mind. You must understand how paid ad platforms work and effectively manage variables that affect performances, such as keywords, budget and copy.
Maximize the Strategy for CPC Targets
Cost Per Click is the actual price you are prepared to pay for every click. You may need to consider a few things before deciding on a deserved CPC. Think about the proposed bid, the role of digital in your general ads budget, the campaign aim and how competitive it is. Cost Per Click is significant because it is the number that will determine how financially successful your paid search campaigns are and how much Google Ads will cost for you.
Customize Your Landing Pages
Landing pages are essential to the success of SEM. It is where every individual would be directed after clicking your ad link. Make sure your landing page is fine-tuned and related to the ad.
Also, it is advised not to use a single landing page for all your ads. Not all roads lead to Paris, right? So to avoid bounce rates and other related setbacks, make sure your different ads direct individuals to the particular but ad-related pages.
Explore Several Search Engines
Trying your campaign on several search engines will result in more traffic. Google is the most favoured search engine; that doesn’t mean you should stick only to it. More of your potential customers may come from other less popular search engines like Yahoo, Bing and a few others. These are more cost-effective and competitive.
Remember, paid ads are often more effective and likely to appear on the top of search engine result pages. Therefore, you can adopt, use and optimize Search Engine Marketing to advertise your products and services to improve your website’s visibility on the internet. So, use the digital tools available to your advantage, or better still, use SEM.
