MAY 13, 2019

Search Engine Marketing

• 5 Comments
• By: Selvi Shah
• digital marketing

What is Search Engine Marketing (SEM)?

Search Engine Marketing is a process to increase the quantity and quality of the visitors on your website and also increase the visibility of your website in Search Engine Result Page (SERP). SEM is also called as Pay per click advertising, paid advertising, and paid search ads.

Google designed Adwords with an aim to assist in marketing product and service in a Search Engine. It places a text ad that appears when people search for product/service which is associated with your offerings.

Digital marketing channels that are good for lead generation include:

• Search Engine Optimization (SEO) 
• Search Engine Marketing (SEM) or Pay per Click (PPC) Advertising.
• Display Advertising.
• Social Media Marketing (SMM)
• Google Search Network.
• Blogging and other content marketing channels.
• Email marketing.

Digital Marketing is similar to Traditional Marketing but the difference is Digital marketing is an online platform where you can promote products, building brands, generate leads, and engaging your customers. Digital Marketing also is known as E-commerce, Internet Marketing, and E-marketing. Traditional Marketing is reaching only local people and it’s offline marketing. In traditional marketing, you can’t reach more people based on your target. Digital Marketing has many platforms. Let’s talk about Search Engine Marketing (SEM) or Pay per click (PPC) advertising.

Why is SEM Important?

When people search for any particular things related to your website in the search engine like Google, Bing, and Yahoo, your website may or may not appear organically in the search result, but if you take the support of any paid advertising model, you get the assurance that your website would appear. This online advertising platform is popularly known as Google Adwords or PPC Advertising.

Many Advantages Like

• You will get the fast result within two to three days.
• Increase brand awareness.
• You have control of the budget and scheduling campaign.
• Your traffic should be targeted.
• Only pay for clicks and get instant traffic.
• Target your ads to users based on languages, ages, and locations.
• Remarketing to an audience that’s already interested in your product/service.

In Google Adwords, Google allows you to choose between five campaigns types like,

1. Search Ads
2. Display Ads
3. Video ads (YouTube)
4. Shopping Ads
5. Universal app

Each campaign has a secondary feature to expand functionality in the campaigns like sales, leads, website traffic, product and brand consideration, brand awareness and reach, and app promotion. This features changes on campaign depend upon which goal you targeted.

How SEM works

SEM works on bidding strategy like,

1. Impression – How many times your ad was visible on SERP.
2. CPC (cost-per-click) – How much you pay when someone clicks your ad.
3. CTR (clicks through rate) – It tells the number of visitors on your ad on the web page.
4. CPM (Cost per million impressions) – Depending on goals and you may charge just to be seen.
5. CPI (Cost per Installation) – How much you pay when someone installs your app.

Now let’s talk about the structure of Google Adwords

This is the structure of Adwords. Google Adwords works on the basis of a bidding system. If the bidding price and quality score are higher than your ad will appear on the top of the Google page.

Let’s take one example if you run the chocolate business. First, you need to do keyword analysis with the help of Google Keyword Planner or any keyword analysis tool. After keyword analysis, you need to run a paid campaign to achieve your business goal. Also select a budget for your campaign, bidding strategy and demographics as well. Last but not least you need to create ad copies containing information about your business products & services. 

There are many ways to promote your business online and SEM is one of the effective way because increase the visibility of your website in SERP is not so easy, So SEM is the best way to increase the website performance, brand awareness and increase visitors.

This is the right time for you to start your career in Digital Marketing. Varistor Education provides the best Digital Marketing Course in Bangalore.