SEM (Search Engine Marketing) is a digital marketing strategy that helps websites get seen on search engine results pages (SERPs) by using paid advertising. It’s all about PPC (pay-per-click) advertising, where advertisers bid on keywords that are relevant to their target audience.
Let’s look into how SEM works and its key components
1. Keyword Research
Keyword research is the foundation of SEM. Advertisers identify keywords and phrases that potential customers normally use when searching for their products or services. This involves:
(I) Identifying relevant keywords related to the business or offerings.
(II) Analyzing keyword search volume ( how many people are searching for those words), competition ( how many other businesses are using them), and cost-per-click (CPC) which means how much it costs to run ads with those words.
(III) Targeting long-tail keywords or phrases that people might use to search for something specific.
(IV) Using keyword research tools like Google Keyword Planner, SEMrush, Ahrefs, Answerthepublic, or ubersuggest to help with research.
2. Campaign Creation
After you identify the keywords you want to target, create ads on platforms like Google Ads or Bing Ads. Creating an ad campaign involves:
(I) Setting campaign goals, such as driving website traffic, increasing sales, or generating leads.
(II) Creating ad groups based on similar keywords and themes.
(III) Writing compelling ad copy that includes relevant keywords and a strong call-to-action.
(IV) Setting bids for keywords based on their competitiveness and where you want the ad to appear in search results.
3. Ad Auction
When someone types something in the search box of a search engine, there’s an auction for ads to figure out which ones are going to appear in the search results. Different things are taken into account during the auction, such as:
(I) How much advertisers are willing to pay for a click on their ad (also known as bid amount).
(II) The quality of the ad, including the ad copy, the experience of the landing page, and the expected click-through rate (CTR).
(III) The ad rank, which is a combination of the bid amount and ad quality that’s used to determine the position of the ad in the search results.
4. Ad Placement
Search engines decide where to put ads in search results pages based on how the ad auction went. You can find ads at the top, bottom, or along with organic search results. Ad placement depends on factors such as:
(I) Ad rank: Ad with a higher rank is more likely to appear in a better spot.
(II) Bid amount: Advertisers with higher bids are more likely to secure top positions.
(III) Ad relevance: Ads that are highly relevant to what the searchers are looking for, will receive better placement.
5. Ad Display and Clicks
When you search for something online, you might see ads in the search results. If you’re interested, you can click on them and go to the advertiser’s website. The advertiser has to pay the search engine a certain amount each time someone clicks on their ad. Ad display and clicks depend on:
(I) Ad relevance: Ads that are relevant and interesting to the user’s search query are more likely to be clicked.
(II) Ad copy: Attractive ad copy with a clear call-to-action increases the likelihood of clicks.
(III) Ad extensions: Additional information provided through ad extensions, such as sitelinks or callouts, can improve ad visibility and click-through rates.
6. Landing Page Experience
After clicking on an ad, users are directed to a landing page on the advertiser’s website. The landing page experience plays an important role in converting clicks into conversions (e.g., sales, sign-ups, inquiries). A good landing page experience includes:
(I) Relevant content: Landing page content should match the ad and provide users with the information they’re seeking.
(II) Clear call-to-action: This tells the users what they should do next, whether it’s buying something, filling out a form, or contacting the business.
(III) Mobile optimization: Landing pages should be mobile-friendly to ensure no difficulty for users on smartphones and tablets.
(IV) Fast loading speed: Slow-loading pages can lead to higher bounce rates and lower conversion rates since nobody likes waiting around for a slow website.
7. Performance Monitoring and Optimization
SEM campaigns require ongoing monitoring and optimization to get the most out of them. This involves:
(I) Tracking key performance metrics such as click-through rate (CTR), conversion rate, cost-per-click (CPC), and return on ad spend (ROAS).
(II) Analyzing campaign data and figuring out what’s working well and what needs improvement.
(III) Making adjustments to keywords, ad copy, bids, and targeting settings to improve campaign performance.
(IV) Testing different ad variations and strategies to see what works best for your target audience.
(V) Staying updated on changes to search engine algorithms, industry trends, and what your competitors are up to so you can maintain a competitive edge.
Conclusion
SEM (Search Engine Marketing) is a powerful digital marketing strategy that lets advertisers reach potential customers at the moment they’re actively searching for products or services. By understanding how SEM works and engaging in effective keyword research, creating campaigns, and optimizing landing pages, advertisers can drive targeted traffic to their websites, increase conversions, and get the results they want.