Search Engine Marketing (SEM) is the process of increasing traffic and visibility of your website, products, and services through a search engine.
Why is SEM Important?
Every day millions of people search the internet for answers. Whether that be for a problem they’re trying to solve, a product to purchase, planning a vacation, finding new restaurants, etc.
As a business, wouldn’t you prefer your website, products, or services to appear in the search results to provide people with the answers they’re searching for? According to the Content Marketing Institute, 93% of online experiences begin with search.
That’s why search marketing is a vital strategy for all businesses who want to enhance and grow their companies. Remember your competition isn’t sitting on the sidelines waiting to see what others are doing.
Search Engine Marketing and rest
We want to take SEO and PPC out of the technical box and bring it to the top-line business level where it belongs. For many years, SEO, PPC, and analytics were managed by technical people. They understood technology but they didn’t know business. Maybe they heard about ROI, but they didn’t know about cost-per-lead, cost-per-acquisition, or breakeven points. This problem happens at Google itself; Google AdWords reports technical data, but has very little business reporting. Why? Because AdWords was built by engineers, not people in business or marketing.
By framing SEM as a business issue with a focus on business goals, we show you how to make multichannel SEM work for you.
Just as you can track the results in paid search (pay-per-click or PPC), you can use analytics to track search engine optimization (SEO), PPC, link building, and bulk e-mail. And just like you can track PPC, you can use analytics to track marketing campaigns in other media, such as radio, TV, newspaper ads, printed coupons, direct mail, and so on.
The customer response to all these forms of marketing can be captured by digital tools, which allow you to compare and manage those media.We will also show you how to manage those campaign by using key performance indicators (KPIs).
With a few simple numbers, you can compare campaigns against each other; you can drop the unprofitable campaigns, and you can increase the ones that produce profits.Digitized media give the consumer a high degree of choice, which creates thousands of channels. Digital tools also allow the marketer to create and manage thousands of campaigns, each tailored and personalized to those channels.
Digitization of marketing presents opportunities for marketers. With analytics for better decision-making, marketers can grow a company’s sales. They can also use analytics to prove their work.
This moves the emphasis from branding-based marketing to performance-based marketing—namely, sales-based marketing. This means marketers can demand additional compensation such as bonus and commissions, similar to sales people
Search engine marketing (SEM), which allows firms to target consumers by placing ads on search engines, has proven to be an effective audience acquisition strategy. Unlike traditional online advertising, advertisers pay only when users actually click on an ad. When successfully implemented, SEM can generate steady traffic levels and tremendous return on investment (ROI).
As SEM becomes more common, the level of competition is driving bid prices through the roof. Many advertisers have found that they can no longer afford to bid on the most highly searched words. Instead, they are forced to expand their campaign to include multiple search engines and tens of thousands of keywords.
Advertisers are also faced with the issue of lost clicks (the difference between what they pay for and what their Web site actually receives), which are often the result of click fraud.
Despite these obstacles, SEM can provide better returns on investment than other marketing channels and should be a part of any sophisticated advertising campaign.Most online advertising campaigns have two main objectives: brand development and direct response.
Selecting an appropriate marketing channel ultimately depends on which strategies will provide the greatest ROI. Firms that offer products and services through the Web clearly stand to gain from Internet advertising because their prospective customers are already online. Non web-based companies may choose online marketing in order to increase exposure and promote brand. SEM allows companies to closely track their ROI from an audience