(SEM) PAID SEARCH ENGINE MARKETING
Search Engine Marketing (SEM) is the practice of bidding on relevant keywords and keyword phrases in search engines like Google, Yahoo and Bing. An SEM campaign is meant to increase website visibility and traffic by utilizing paid search advertisements. SEM is also commonly known as PPC, which means pay-per-click. It’s a unique form of acquisition marketing. You only pay for a keyword when someone clicks on your website – so your marketing spend will not be based on impressions.
According to Google, search ads can increase brand awareness by 80%.
We constantly analyze SEM results and continuously refine our PPC strategies. Some of these efforts include:
- Manual adjustment of keyword bidding
- Continuously generate new long-tail keywords and keyword phrases
- Determine daily and monthly budgets in a responsible manner
- Create landing pages for SEM campaigns
- Continuous advertisement testing and optimization
Google Ads is one of the main SEM strategies we utilize. Generally, when we set up Google ads for our clients, it’s a pay-per-click strategy meaning you only pay if somebody clicks your ad. We go after highly targeted traffic that’s relevant to your product or service so you know you’re getting quality clicks. If your ad doesn’t get clicked, your marketing dollars get stretched a little further. Depending on your business, budget, and goals, implementing Google ads may or may not make sense for your marketing plan.
WHAT IS THE DIFFERENCE BETWEEN SEM AND SEO?
With SEM, you’re paying to get in front of an audience, whereas with SEO, you’re earning your way in front of an audience. SEO involves implementing strategies that will, in time, help you gain exposure. SEM involves paying for marketing campaigns that will help get you in front of your competition in the short-term. There’s a lot of valuable real estate on search engines, and there are different means of getting there. SEM is a surefire way of instantly getting in front of your target audience.
In short, SEM is great for quick returns and gaining immediate traffic, whereas SEO is a long-term effort involving preliminary research. The combination of the two will get you the highest returns.
INVESTING IN SHORT TERM STRATEGIES FOR LONG TERM GAINS
Depending on your situation, we typically advise making room for SEM strategies to fit within your budget in the beginning. Setting up SEM campaigns will help you gain some momentum while we work on SEO behind the scenes. So while SEM is helping you earn your way to page one of search results initially, SEO is going to help you stay there in the long run.
Once SEO starts getting you the results you’re looking for, you don’t have to remove SEM from your marketing arsenal. The two tools can work in harmony together and really maximize your results.