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What is SEM and Why It’s a Great Investment
In today’s increasingly competitive digital world, search engines have become an indispensable utility across industries and institutions, including digital marketing, healthcare, education and eCommerce. Search engines are customer service tools that allow online users to locate diverse information on the internet, including news, blog posts and brand offerings, and make informed decisions. Additionally, they serve as a powerful marketing platform for industry players to expand their online reach and increase brand awareness.
Anyone with a website can leverage search engines to promote their products and services and connect with key stakeholders. You have most likely learned about search engines in your search engine optimization (SEO) strategies, but you may not be familiar with their role in search engine marketing.
Ready to start your SEM advertising campaign? Our search engine marketing agency explains the significance of search engines in SEM and how your business can use them to speed up your customers’ buying process. Learn more about search engine advertising and improve your marketing effectiveness in no time!
What Are Search Engines?
Search engines are a software system designed to carry out systematic online searches and deliver the best possible results based on the users’ search query. As a business owner, your goal is to ensure search engines can find your website for it to show up and rank high in pertinent search engine results pages (SERPs).
Search engines have three significant functions:
Search engines use their own web crawlers or search engine spiders to scour billions of pages on the internet and find new and updated content, such as web pages, videos, PDF files and images. Search engine spiders fetch a few websites and follow the links on these pages to find new URLs.
In this phase, search engines store and organize the content based on the keywords, data, recency and user engagement.The new URLs found in the crawling process are indexed in a massive database called Caffeine to be retrieved when the content on the URL matches an online user’s search query.
Search engines categorize web pages and rank them based on relevance to provide the most useful search results to online users. The higher your website ranks on SERPs, the greater your search visibility and significance to the query.
There are numerous search engines on the market that are set as a default with website browsers. These include Google, Bing, Yahoo, Baidu, DuckDuckGo, Yandex, Swisscows, CC Search, StartPage and Search Encrypt. Here’s a closer look at the search engine market share worldwide:
Data by Pew Research Center shows that 1 in 4 online users or about 33 million U.S. adults use search engines to perform internet research every day. Individuals and organizations use these search engines for various reasons, including research, shopping, brand promotion and entertainment. For businesses, search engines serve as a useful platform for gathering data, staying up to date with news and trends, keeping track of competition and marketing. They provide search advertising opportunities that help marketers gain higher search visibility and close sales faster than through SEO alone.
Search engine advertising is key to improving your digital presence and securing better brand recognition. Most companies, however, dive into search engine marketing without fully understanding what is SEM. Some are even oblivious of the numerous SEM advertising channels available in the market. As a result, only a few marketers reap the benefits of search engine marketing solutions.
Let our search engine marketing company show you the nitty-gritty of paid search engine marketing. Read on and let’s get started with your SEM digital marketing campaign.
What Is Search Engine Marketing?
Studies show that approximately 81 percent of consumers perform online research and spend an average of 79 days gathering information about a product or service before making a big purchase. This means the majority of online users have high purchasing intent.
Search engine advertising is one of the most cost-efficient ways to connect your brand with high-converting customers and increase your revenue. SEM advertising allows you to take advantage of consumers’ online behavior and position your ads precisely when they are looking for your brand offerings and are ready to purchase.
SEM is a pay-per-click (PPC) advertising strategy used to increase the visibility of your website in SERPs and reach customers at every stage of the buying cycle. Our search engine marketing experts bid on keywords to optimize your ad performance, increase your Quality Score and bring more traffic and conversions to your landing pages. Quality Score is a metric used by search engines to determine your paid search ads’ quality and relevance. The better you are at meeting your prospects’ needs, the less search engines will charge you for every ad click and conversion.
How Does SEM Work?
Search engines use algorithms to rank SEM ads and determine their search relevance. Paid search engine marketing is all about creating the right search engine marketing strategy, bidding on high-value keywords and continuously improving your search advertising tactics based on analytics results to lower your ad spending and improve profitability.
To outshine your competition, our search engine marketing agency follows a systematic approach to search advertising:
1. Keyword Research and Analysis
Our SEM company utilizes advanced keyword research tools, such as Google Search Console, to identify high-performing search terms and eliminate negative keywords from your list that are not an effective use of your search advertising budget.
2. Ads Creation and Landing Page Development
Once we’ve identified your target keywords, our search engine marketing experts craft text-based ads to display in search results and link them to unique, optimized landing pages. The goal is to capture your target audience’s initial search intent and move them to the bottom of your sales funnel.
3. Account Setup and Tracking
This phase is crucial in understanding the effectiveness of your search engine marketing strategy. Our SEM firm runs a lead-tracking report to see if the search engine in use supports conversion tracking. If it does, we double-check the codes to ensure they are properly installed on your landing pages.
4. Campaign Launch and Monitoring
Now that you have optimized paid search marketing ads, well-designed landing pages and a robust search engine marketing strategy, you are almost ready to launch your PPC search engine marketing campaign. Our SEM agency manages your campaign settings, such as locations, languages, networks and devices, to determine how your ads will run. Upon the campaign launch, we closely monitor your ad performance.
5. Evaluation and Analysis
Benchmarking campaign results against your paid search marketing goals is key to measuring your SEM success. We track and evaluate your key performance indicators (KPIs), including click-through rate (CTR), Quality Score, search impression share and cost per conversion. The analytics results allow us to optimize your next paid search engine marketing campaigns for higher conversions.
Now that you know what is search engine marketing and how it works, the next step is determining whether SEM PPC is worth your investment. Let our SEM company walk you through the advantages of capitalizing on search engine marketing early on.
Is PPC Search Engine Marketing Essential to My Business?
Yes. No matter if you own a local brick-and-mortar store, an eCommerce business or a large enterprise, paid search marketing should be a part of your digital marketing strategy.Search engine marketing experts estimate that it takes seven to 13 interactions with a brand before a prospect converts. Google search advertising is a cost-effective way to increase brand familiarity.
SEM digital marketing makes your business more visible in search engines. And unlike traditional advertising tactics, internet search engine marketing connects your company with an extremely targeted audience segment. Here are more advantages of PPC search engine marketing:
SEO vs. PPC vs. SEM: What’s the Difference?
SEO, SEM and PPC are three commonly confused acronyms in the digital marketing realm. To help you navigate the online marketing sphere and better understand what is search engine marketing and how it differs from other internet marketing methods, our search engine marketing agency discusses in detail the difference between these terms:
Unlike SEO, PPC and SEM both follow a paid advertising model. Pay per click marketing, however, is solely focused on increasing brand awareness and attracting specific customer segments through paid search tactics. Internet search engine marketing, on the other hand, follows both SEO and PPC best practices to deliver the best possible results.
To help you create a winning SEM PPC campaign, our search engine marketing company develops a growth marketing plan aligned with your business objectives. We determine how your target customers search at different points on their purchase journeys to implement the most appropriate SEM ads that will compel prospects to take their brand interaction to the next level.
SEM PPC Advertising
The digital landscape is constantly changing. Now, more than ever, search engines and customers demand a more targeted approach to keep your brand relevant in your respective field. At Saasinn Digital Marketing Agency, we assess a plethora of website search engine marketing strategies to ensure you invest in a guaranteed way to boost your search visibility.
There are numerous types of PPC search engine marketing tactics that you can employ to achieve your goals:
Display advertising focuses on attracting online users’ attention to convince them to take a specific action, such as signing up for a newsletter or registering for a free software trial. Display ads are made up of texts, images or videos that appear in designated areas of a website or social media platform. The goal of display advertising is to encourage page visitors to click through to a landing page and complete an action.
Display advertising campaigns are charged on a cost per click (CPC) basis. This means you pay for every click on your ads. There are various forms of display ads to choose from, depending on your purpose:
Invest in results-driven display advertising services and get more potential clients to engage with your brand. Our display advertising agency works closely with your team to determine the best display advertising services to start with.
Google Shopping serves as a robust advertising platform for eCommerce businesses to generate sales and revenue. Google Shopping ads are also called Product Listing Ads (PLA), which appear within the Google search results for a product. These types of ads are particularly effective because they display prices and high-quality images of merchandise from various brands on the product listing.
No matter if you own an offline store or a thriving eCommerce business, Google Shopping ads are an excellent investment to boost your sales. Since product ads appear at the top of SERPs, you gain more qualified traffic from prospects with clear buying intent.
As a trusted SEM company, we also:
- Keep your pricing competitive
- Optimize your product data
- Use smart bidding strategies
- Test bids extensively
- Place keywords on your product title
- Connect your Google Shopping ads to your physical store
Enlist our SEM services and let us help you maximize your ad budget for Google Shopping! Call our search marketing agency now to learn more about our SEM services.
Remarketing has been a buzzword in the website search engine marketing realm, but only a few truly understand how it works. What is remarketing and how can you leverage it to your advantage? Our remarketing agency gets into the detail of AdWord remarketing to bolster your SEM knowledge.
What Is Remarketing?
Remarketing is a form of website search engine marketing wherein you reach out to prospects who have already shown interest in your brand offerings or have visited your website in the past. The goal of Google remarketing is to keep your brand top of mind and entice prospects to click through and explore what you have to offer.
Google remarketing ads appear when online users are browsing the web, reading news sites or watching YouTube videos. Regardless of whether or not page visitors completed an action while on your website, they would start to see your AdWord remarketing campaigns in relevant places across the internet.
If you already advertise on Google, our remarketing company simply places an AdWord remarketing tag on your website to get page visitors added to your audience list through browser cookies. You also have the option to customize how your Google remarketing ads are triggered or where the codes are embedded in your website. In this way, you have more control over your audience targeting.
Why Should I Invest in Remarketing?
AdWord remarketing offers numerous benefits for your business. Besides enhancing your brand recall, Google remarketing services also expose your ads on a broad array of participating websites. Furthermore, our remarketing company offers remarketing solutions that:
- Improve your online and offline sales process
- Deliver higher conversion rates
- Reach highly targeted customer segments
- Require lower cost per action (CPA)
Get more returning visitors and turn them into customers with Saasinn Digital Marketing Agency’s remarketing services. As your dedicated remarketing agency, we won’t just explain what is remarketing to your team — our SEM consultants will also show you how you can capture your visitors’ interest using dynamic remarketing ads.
Schedule a consultation with our remarketing company to find out more about our remarketing services.
Is your business visible on YouTube? Statistics show that there are nearly 2 billion YouTube users worldwide. What’s more, YouTube is the second-most visited site after Google. If you have not yet invested in YoutTube video advertising, you need to reconsider your paid search marketing efforts.
YouTube advertising is a PPC search engine marketing method that focuses on creating engaging YouTube video ads and optimizing them to capture the attention of prospects who are unfamiliar with your brand. There are various types of YouTube video advertising that you can use to boost your YouTube marketing efforts:
1. TrueView Ads
This is the standard YouTube video ad you see on the platform. With TrueView ads, you only pay when viewers watch or interact with your YouTube video ads. Skippable TrueView ads are between 12 seconds to six minutes long. Non-skippable YouTube ads, on the other hand, are 15-20 seconds long.
There are two types of TrueView YouTube ads with which you can optimize your marketing campaign. Video Discovery Ads are YouTube ads that appear on the search results page, YouTube homepage or as related videos on YouTube video watch pages. In-Stream Ads, on the other hand, are a type of YouTube video ad that appears before the video selected on YouTube plays. In-stream ads can also be placed in the Google Display Network (GDN) or websites that purchased Google video ad space.
2. Pre-roll Ads
Pre-roll YouTube ads play before, during or after the main video. With this type of YouTube video marketing, you have 15-20 seconds to showcase your unique value proposition. There is also a non-skippable pre-roll YouTube video ad that runs for 10 minutes or longer. We recommend pre-roll YouTube video advertising if you are releasing a new product or promoting a major event, such as a webinar or a course enrollment.
Bumpers are the shortest YouTube video marketing ads, running for only six seconds. This YouTube video advertising method complements larger video campaigns, such as new product launches or event promotion. The key is to use the six-second duration wisely to fit your brand messaging and encourage the viewers to take your desired action.
At Saasinn, our YouTube video marketing services are designed to maximize your pay per view and generate the highest possible return. Our YouTube marketing company works closely with your team to understand your goals, establish your YouTube advertising metrics and ensure our YouTube marketing services meet your standards.
Get the best performance out of your ads with help from our YouTube marketing agency. Enlist our YouTube video marketing services now and increase your view-through rate (VTR)!
SEM vs. SEO: Do You Need Both?
Many business owners often wonder which digital marketing strategy to invest in: search engine optimization or search engine marketing solutions? If you’re one of these people, our search marketing firm is here to help you decide what online marketing service you need.
First, you must understand that it is not a matter of identifying which technique is better but which is more applicable to your circumstance and budget. Both organic and paid search marketing tactics can propel your business to the top of search results. The key is maximizing your options and partnering with the right search marketing company.
SEO is an excellent business marketing strategy for long-term growth. Every business needs a robust SEO system for greater searchability and visibility. Search engine optimization allows you to:
- Establish brand awareness
- Build a steady stream of organic traffic
- Boost online credibility
- Gain online trust
- Gather market insights
- Provide a better online experience to users
Search engine marketing services, on the other hand, are ideal for brands that want immediate results. With SEM, you utilize paid advertising techniques to support your SEO campaigns and gain higher visibility in SERPs. SEM services allow you to:
- Launch geo-targeted ads
- Pay only per action
- Split test ad copies for better conversion
- Experiment on your keyword strategy
- Secure the ATF content on search results
- Track your ad budget
SEO and search marketing services work best together at achieving your desired results. Instead of relying on only one marketing technique, we recommend that you commit to both organic and paid search marketing services to see campaign growth.
Not sure where or how to start your advertising campaign? Get expert help from our search engine marketing consultants. Contact our paid search agency today to know more about how you can leverage SEO and SEM to your advantage.