A paid way to promote your website on search engine by displaying your ads is known as SEM. It’s one of the most effective ways to expand your business on the internet in less time. If you are confused between Search Engine Optimization and Search Engine Marketing doesn’t worry you are not alone. Most people think that both are the same and others don’t know the difference. Let’s know more about Search Engine Marketing or SEM and how to use it in the right way.
SEM vs. SEO
SEM and SEO are not that confusing as you think. Both come under Digital Marketing Strategies. SEM helps to improve the visibility of the website on search results by paid ads. It’s a fast and effective way to direct a huge amount of traffic in less time and SEO helps to increase more organic clicks through which traffic redirects to your website without pay any amount for it. It’s free of cost but time-consuming compare to SEM.
SEO works according to Google algorithms and rules to make it to the first page of SERP (Search Engine Result Page) organically you have to continuously work on it once you left it maybe your position will be given to someone else. In SEM you got the chance to skip the steps and rank on top without any wait. Its simple formula works hard or works smart choice is yours. Free will take time and paid will pay you back in minimal time. People don’t want to work hard they always want to work smart and get the benefit of it as soon as possible. If you want an organic result and outcomes fast then you can use both strategies. Search Engine Marketing alternatively referred to as PPC (Pay Per Click) but not always when PPC ads are shown in a search result than it considers as SEM.
Importance of SEM
When a user search query related to purchase a product online in search engine and results come up with certain keyword at SERP (search engine result page) most probably the customer will click on the first result which appears at the top of the SERP. Users mostly scroll through the first page of the result page they won’t move to the second page if they didn’t found what they are searching for then they move to the second keyword. Here SEM plays an important role by running ads on search engines, your website’s ad show on the first page of SERP but it depends on your bit on keyword and algorithms of search engine. In search engine marketing advertisers only pay when impressions convert into visitors and that’s a benefit.
There are two platforms by which advertisers create and place their ads on search engines
- Google Ads: It is the most widely used platform to run ads. Billion of searches are performed in a day. It’s the best choice to reach billions of audiences and the fastest way to drive traffic to the website.
- Bing Ads: It connects you with those audiences who don’t use Google for search. Bing claims that they reach millions of searchers that Google can’t reach by serving on partner sites like Yahoo.
Keywords are the phrases or words by which you can target the audience. When the user searches the keyword your ads will show up. There are four types of keyword match that you can target or avoid.
- Broad Match: It targets the keyword with that phrase, similar phrases, and the widest range of possible keywords that match with your keyword. For example, the keyword is digital marketing the campaign will also target Digital Marketing Strategies, digital marketing techniques, and more. If you don’t specify any particular option for your keyword then broad match selected by default.
- Exact Match: This keyword match targets audience that searches for an exact keyword or close variants the meaning will be the same. For example, the user is searching for “Review of Oneplus 8T” or “Oneplus 8T Review” both are the same. An exact match helps you to connect with people who are searching for your product or service.
- Phrase Match: In this type, the user searches for an exact phrase or close variant with any additional word before or after the target keyword. For example, you add “buy sports shoes” as a phrase keyword so when someone searches for “where to buy sports shoes” or a close term to this keyword your ad will appear in results.
- Negative Keywords: It is used to exclude those keywords which you don’t want to target. It helps you to focus on those keywords which are exactly related to your business. For example, the target term is “search engine optimization” in this you provide details about what it is or how it is helpful but this may also include “search engine optimization training” or “search engine optimization services” so you can add these words in negative keywords.
There is a free tool in Adwords that can help you to find keywords for your ads and that tool is Keyword Planner. There are two options in this tool-
- Discover new keywords: When you click on the discover new keywords option you can add a max of 10 keywords with your website domain link (optional). After that you will get the results for that keyword which includes average monthly searches, competition, ad impression share, top of page bid (low range), top of page bid (high range) and account status.
- Get search volumes and forecasts: In this, you can add keywords manually or upload a file after that the keyword result will show max. CPC, clicks, impressions, cost, CTR, and average CPC.
“Bid” you also heard this word in auctions it’s the same as auctions the only difference here is you bid on keywords. Every keyword has a different bid amount. The advertiser who bid more for that keyword and the quality score of the website is good than that website’s ad will show on the top in SERP. There are some bid strategies-
1. CPI(Cost per installation)
2. CPC(Cost per click)
3. CPM(Cost per thousand impressions)
4. CPV(Cost per view)
5. CPA(Cost per action/acquisition)
The quality score includes the relevancy of keywords, ads, and landing pages. The higher the quality score the lower the cost. The quality score measures on a 1-10 scale. You can add a quality score column to a report to check the quality score.