Note: Sorry for all the acronyms.
What is SEM?
Search Engine Marketing is a form of online marketing that increases your website’s visibility on SERPs (Search Engine Results Page) like Google through paid advertising. Here’s what it looks like:
These are PPC (pay-per-click) ads, meaning you only pay if somebody clicks on your ad.
How it works – A brief introduction:
The first step to paid advertisement is keyword research. Using the multiple keyword tools available online, such as Google AdWords and Moz, you can identify the keywords that customers are likely to use when searching for products or services that are relevant to your business.
Step two is to structure your campaign. What goals do you want this campaign to accomplish? What is your budget (maximum bid price)? Who do you want to reach? You can target specific demographics and tailor your ads to different groups, which we highly suggest doing because it will strengthen your campaign.
Once that’s organized, Google will enter the keywords they deem most relevant to your business into the auction. Here comes the tricky part. You can set the highest bid budget for your ad, but that does not mean that you will win the first spot. Google, using their own formulas, will calculate the Quality Score of your ad based on keyword relevance, landing page experience, ad relevance, and click-through rate (CTR – the number of people who click your ad divided by the number of people who see it.). What does this mean? Your ad must not mislead users and must be easy to read and navigate. When a user clicks on your ad, they should be directed to the correct page, and it should be easy for them to find what they’re looking for.
Make the best of your ad space:
1) Keeping within your character limit is key. Google allows a total of 60 characters for the ad title, and 80 characters for the description, so keep it short and sweet – stick to your objective.
2) Always have a clear call to action: this can make or break your ad. Calls to action tell your customers what to do next (shop now, book now, sign up here, or call us for more information), giving them a shortcut to getting results.
How does this help with SEO?
The purpose of most ads is to increase your conversion rate (the percentage of users who take action (call, buy, sign up, book a reservation, etc.). The more conversions you get, the more brownie points you earn from Google. We’ve talked about organic search rankings and how clicks into your site helps legitimize your business in any search engine’s’ eyes. Ads are a way to help boost your business and your credibility, and they have the potential to gain loyal customers, which are invaluable.
Interested in learning more about paid ads? Contact us – we’d love to chat with you!