What is search engine marketing?
Search engine marketing (SEM) is an advertising method of buying traffic to your website through paid search listings. Often referred to as “search marketing” or “pay-per-click,” SEM drives traffic to your website by purchasing search engine ads.
Benefits of search engine marketing
SEM allows for your ad to be at the first page and at the very top of search engine results. Because you can target specific customers and it is relative to what people are searching for, you can expect greater conversion rates than that of organic clicks.
While search engine optimization (SEO) drives traffic to your website through unpaid, “organic” results, it makes it harder for you to set a budget to your needs. On the other hand, SEM only requires you to pay when someone interested in your ad clicks on it.
SEO vs. SEM
How is SEM different from Search Engine Optimization (SEO)? SEO depends on the traffic that comes from unpaid, “organic” and natural results of search engines. Your website’s rank in search results depends on the keywords users search for in relation to your business. With SEO, your website is optimized to appear on the first pages of a search instead of investing in ad space.
Google AdWords and SEM
Google AdWords is the most popular avenue for managing SEM and your ad campaign today. Google ensures that the ads of the richest companies are not the only results showing up in search results. To maintain this, each ad is given a “quality score” that can be tracked with Google AdWords. This score is based on three elements:
Expected click-through-rate (CTR)
CTC is Google’s prediction on how often your ad will get clicked based on relevance and number of views.
Landing page experience
A landing page is where a user is taken after clicking on your ad that drives consumer action. Landing page experience is based on the use of original and relevant content, load time and ease of navigation.
How your ad relates to search queries of results. This requires constant monitoring and management for success.
The Value of SEM
Is SEM worth it? To know for sure, several factors of SEM must be monitored:
Negative keywords are words you want to exclude when running your AdWords campaign. Knowing exactly what negative words to exclude means a healthier campaign.
This is the percentage of people who click on your ad.
“Conversion” is what people do after clicking on your ad, including: making a phone call, filling out a form, or signing up for your newsletter.
Cost per acquisition
Cost per acquisition is based on the willingness of a new customer to pay and your return on investment (ROI).
A good SEM campaign requires constant management and monitoring for positive results. At RG Media Company in Eugene, Oregon, we will monitor important elements to your campaign including: click-through-rates, landing page experience, cost per acquisition and conversion rates.
Contact us to get started or if you have any questions.
The RG Media Company team of digital experts is presenting the October clinic, “Search 101: how to get your business on page 1 of Google” on October 21st, from 7 – 8 a.m. Sign up today as space is limited!