This blog will tell you what search engine marketing is, its benefits, and the importance of search engine marketing. As it is one of the critical topics in today’s competitive business world and has become the practical and most acceptable approach for any business.
What is Search Engine Marketing?
Search Engine Marketing includes all the paid techniques and strategies that a business uses to increase the website’s visibility.
Search engine marketing can also be called paid search or pay per click (PPC).
What is the importance of Search Engine Marketing?
According to the latest report, over 30 million searches are performed in Google every single month. People generally like to research before buying any product or service. So for all businesses, it is essential to have their online presence to reach many customers. And in this search engine, marketing plays a vital role.
It provides you with the opportunity to target the consumers based on what they search for and helps generate awareness about your brand and traffic to your website. It also helps in choosing accurate and attractive keywords for your web pages so that your page appears at the top of SERP and gets maximum sales.
You can also improve search performance through various approaches such as Geo-targeting, device targeting or Ad scheduling, and much more. Most of these mentioned settings are not available through advertising channels. Thus to increase your performance, you have to go through paid search.
Example of search ad networks
The SEM professionals target the two primary search networks: Google Ads(formerly Google Adwords) and Bing Ads.
Google AdWords is two networks: Google Search Network and Google Display Network. Google owns the first network and consists exclusively the search-related websites, while the second includes properties such as YouTube, Blogger, and Gmail. The Bing Ads allows customers to buy ads on Yahoo’s network of websites and Bing’s network.
While Google Ads has a more extensive network around double the size, the price is often lower on Bing Ads. Marketers may get a better rank for a competitive keyword phrase for less than they get on Google. And some report that the clickthrough rates are higher as well.
Types of Search Engine Marketing
Search Engine Marketing can be categorised into three types:
Search Engine Optimization (SEO)
Search Engine Optimization is a process of increasing the ranking of your website or a page in the search engine result page. And this helps in getting more leads and conversions.
In SEO, you don’t need to pay search engines like Google, Bing, and Yahoo to rank a web page on the top of the search engine result page. Instead, SEO professionals offer services to optimize a website’s rank naturally.
Search Engine Advertising
SEO boosts your website initially in SERP, while search engine advertising is a paid method in which you have to pay search engines like Google, Yahoo, Bing, etc., so that your ad appears on top of their search results.
Search engine ads usually appear on the very top of the SERPs, right above the organic results. These ads are labelled as “Ad” when they show up in the search result list.
It is a method of listing a company’s information to paid online directories. They have editors who manually review submissions. And once these submissions get approved, they are permanently listed and can help increase a company’s online citation, affecting its visibility in search engines.
Benefits of Search Engine Marketing
Search Engine Marketing is one of the cost-effective ways to reach your target audience. If done correctly, SEM will get your ads in front of your target audience with content that is highly relevant to them, all for free until they click on your ad.
It helps in grabbing the attention of your audience. It not only increase your ad visibility but also increases website traffic. So here are a few benefits of SEM:
- Easy to reach your target audience
It helps grab your audience’s attention by getting your content and ad in front of the highly engaged target audience actively looking for offers like yours.
- Easy to implement
Implementing search engine marketing is an easy task while seeing its full impact can take time. Based on ad-hoc, you can make changes in your content, keywords, etc.
- Increases brand awareness
The higher your product or service ranking in the search engine, the more likely consumers will visit your website and prefer you or recommend your offerings. And over time, customers become familiar and start trusting in your brand.
- Can measure your performance
You quickly measure the performance of each campaign and, based on your goal, can soon evaluate which has worked or which has not. Google Ads gives you access to in-depth data on the best performing ads in terms of impressions, clicks, Click-Through-Rate (CTR), top-performing keywords, etc.
Search engine marketing is also called Pey Per Click.
The ad can appear above or below the search result on the search engine.
In an SEM auction, the ad’s quality score is measured on the relevancy of your ad unit. More relevant to the keyword is the quality score.
Pop-up ad type appears on top of a web page. These are the form of online advertisement on the World Wide Web.
Therefore it can be said that Search Engine Marketing is the cost-effective way to bring traffic to your website, enhance your online presence, and boost your overall sale. So start implementing it for the successful growth of your business.