Understanding and marketing to specific and defined audiences through search engines
SEARCH ENGINE MARKETING (SEM)
Search engine marketing is the process of promoting a business using paid advertisements that appear on search engine results pages (or SERPs). Advertisers and Marketers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries.
These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.
Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business.
Today’s search landscape is moving closer to understanding your intent on demand, and in some instances, delivering results before you even ask. In addition, the number of search queries continues to grow.
Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Selecting the right keywords can drastically change the traffic towards your website. By exploring your market's keyword demand, we can not only learn which terms and phrases to target with SEO, but also learn more about your customers and target market as a whole.
Bid Management Strategies
Bid management strategies are very important for successfully generating a great return on ad spend and that is why the structure of your PPC account is vital too!PPC account structure affects the overall performance of your campaign, from the number of impressions you receive to money you pay for per click. A systematic approach to keyword research can heavily impact the design choices you make in your Google AdWords account settings and will enable you to efficiently calibrate campaign performance on specific channels, such as mobile and e-commerce, and allow you to regulate particular ad text, match types and negative keywords.
Ad campaigns can, and should in many cases, focus on similar products or services. For example, if you run a hardware store, one ad campaign could focus exclusively on autumnal products such as leaf blowers, rakes, and leaf bags, whereas another might focus on power tools and so on.Ad groups allow for each campaign to be further sub-categorized for relevance. In our hardware store example, one ad group could be for different types of rakes or varying models of leaf blowers. For the power tools campaign, one ad group might focus on power drills, while another could focus on circular saws. This level of organization might take slightly longer to set up initially, but the rewards – namely higher CTRs at lower cost – make this effort worthwhile in the long run.
The ad auction is the procedure by which Search Engine determines the cost per click (CPC). The amount an advertiser will pay for each click on their ad. every time a query is made on Search Engine, they run an auction. This auction determines the ads that will appear, the ad’s position, and the CPC that is paid.