Why Every Business Needs To Do Search Engine Marketing

May 1st 2021

Why Every Business Needs To Do Search Engine Marketing?

Search Engine Marketing (SEM) is an effective way to grow your business while increasing its reach. It helps increase exposure to shoppers who are ready to invest in products and services similar to what you have to offer. What is SEM and why should your business invest its resources in these techniques? SEM refers to the practice of running paid advertisements on search engine results pages (SERPs).

As an advertiser, you bid on keywords users will use when looking for products and services. It allows you to place your ads along with these search results.

Are SEO and SEM the same thing?

It’s quite common to confuse Search Engine Optimisation (SEO) with SEM. SEO refers to techniques you use to increase your rankings for specific keyword results. The traffic you generate through these methods is free. SEM is different as it refers to paid advertisements. It is a cost-effective technique to increase conversions. When implemented with SEO, it provides a strong foundation for your online marketing campaigns.

Why should your business focus on SEM?

People spend on average a minute on Google for every search. If they don't find what they're looking for on page 1, they are more likely to run another search rather than click onto page 2.

It starts to make sense why your business should be on the first page.

Boost awareness

If you’re not on the first page of any search engine results, there are high chances shoppers won’t know about the existence of your business. Every second, Google processes more than 40,000 search queries. With SEM, you can increase the ranking of your business in search results. The higher you rank, the greater the chance of being seen by shoppers. As you remain consistent with your marketing techniques, potential buyers will also come across your advertisements. Over time, this can have a positive snowball effect on your brand image.

Shoppers will recognise your business as trustworthy and relevant. When they start to look for products or services similar to what you offer, they will see your brand.

Comprehensive performance metrics

Although there are plenty of reasons why brands choose SEM, a primary factor is the ability to measure the results of the campaign. For example, if you run ads on the TV, newspaper, and radio, how do you find out which medium is best for your business? When it comes to search engines, this isn’t the case. You have access to real-time data, which you can use to optimise your marketing campaigns. It is easy to get in-depth information about your campaign.

Based on how much money you spent to run the ads, you can see how much value the advertisements generated. Similarly, it gives you the total impressions, which is the number of people seeing your marketing messages. SEM shows the conversion rate, average time spent on your page, geographical location, and average position of your advertisements. With these data points, you can identify the weaknesses of your marketing campaigns. By making appropriate changes, you can find out what works and doesn’t work for your advertisements.

Also, it helps you make the most of your marketing budget as you can focus on making your campaigns effective.

Gain competitive advantage

If your competitor appears on top of search engine results, what can you do? Trying to compete by working on SEO is challenging as you need to put in large volumes of effort and time. However, with SEM campaigns, you can appear above your competitors. Even if they are running paid advertisements, there is a chance they aren’t making the most of it.

With the right strategies, you can increase your advertisement share.

Increase traffic

When you optimise your SEM campaigns, it can increase traffic to your website significantly. How? While creating advertisements on search engine platforms, you can ensure it is only visible to those interested in the services you have to offer. There are several tools you can use to find the best keywords to use in your SEM campaigns. They help target relevant users who have a higher chance of investing in what you have to offer.

With strategies to optimise bidding and including eye-catchy images and compelling copy, the quality of your advertisements go up. As a result, they have high visibility, boosting the number of people visiting your website.

Quick results

If you’re looking to get immediate attention to your products and services, Google Ads are the way to go. It is a powerful technique that can produce excellent results for your brand. When you get the marketing campaign up and running, it won’t take long for users to start seeing your advertisements for relevant keywords. It's easy to create and manage Google Ad campaigns and you choose the budget!. It's also possible to stop the campaign at any time, even when you want to make changes.

There are chances your business will generate revenue the same day you run the ads. However, it does require constant optimising. 

Scalable

If you have a small marketing budget, don’t worry. SEM is great for your business, regardless of its size. For instance, you can start small to see what works for your company. By setting a fixed daily budget, the campaign won’t overspend. Also, you have to keep in mind that these advertisements only charge you when users take action. In other words, they have to interact with your advertisement. As it is visible to all users, it provides free exposure for your brand.  As your business grows, so can the budget for your campaign. You can increase the number of ads you run on search engines and increase your daily budget.

SEM is a form of targeting people with advertisements when they are looking for products and services similar to your offerings. You can find the right consumers who are most likely become a buyer. As SEM has excellent scalability, it can accommodate any marketing budget.

SEM helps you boost brand awareness, discover new potential customers, generate leads for your business, and increase online sales.

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