What is SEM Marketing?

When you’re eager to boost site traffic and website visibility, sometimes you need a little extra push. Ever seen a paid Ad on a SERP (search engine results page)? Likely every time you’ve gone to Google. That advertiser took the push and invested in guaranteed search engine visibility.

SEM, or search engine marketing, refers to the paid strategies marketers use to increase search engine visibility. Because there’s a financial commitment, SEM is often overlooked. However, if done correctly, SEM can push your online visibility over the awareness edge.

So what exactly is SEM marketing? How does it differ from SEO? And how can I do it right?

Often mistakenly used interchangeably, there’s a stark difference between strategically increasing organic results (SEO) and strategically increasing paid results (SEM). And it’s not just because one clearly requires a credit card swipe before activating.

SEO vs. SEM

Boosting the time it takes a site to load. Increasing readability of content. Using backlinks and uploading only high-quality images. These are the ways you can improve your site’s SEO. The tweaks are minor but the results are significant. Plus, unless outsourced, the effort is free. But what about SEO’s paid counterpart?

SEM, otherwise referred to as pay-per-click (PPC), refers to brands or business owners who “pay to play.” Sites like Google Ads let advertisers pay for premium site placement on all relevant Google search results pages. Far from an automated slot machine, backend systems like Google Ads must be managed properly in order to optimize conversions at an efficient price. In other words, a few mistakes can mean wasted eyeballs and marketing money down the drain.

When it comes to increasing site traffic, SEM delivers (almost) guaranteed, instantaneous results. In stark contrast, SEO is a strategy that garners results compounded over time. Only when the site continuously communicates positive signals to search engines responsible for its SERP placement does placement improve.

Doing It Right

Big brands with hefty budgets often outsource their SEM to agencies specializing in paid ads. That’s because the decisions marketers make around SEM must be carefully researched, planned, and tested: a process time-consuming enough to become one’s full-time job. Luckily, SEM has a clear list of best practices so you can spend your pennies wisely and ensure each paid advertisement has the best chance at conversion possible.

Research Keywords

Keywords are the most important aspect of SEM. If you’ve ever worked on SEO, you’re probably familiar with keywords. When you’re targeting specific keywords with paid ads, it’s important to develop a strong understanding of keywords most relevant to the people you’re targeting.

Tools like SEMrush can assist in your keyword research. Typically, you’re looking for any word or phrase users may search if they’re looking for, or would be interested in, your product or service. The amount of words you choose depends on your budget. Because every time someone clicks on a paid ad for your site after searching one of those keywords, you pay up. Needless to say, the last thing you want is an oversaturated list. An overly comprehensive list filled with borderline irrelevant words leads to quick bounces and pointless advertising spend.

Branded keywords – keywords that contain the name of your business – are a great place to start. Generic keywords result in a higher volume of results but of course come at a higher cost-per-click. Make sure to also consider your audience’s intention. If you’re offering a jewelry repair service, for instance, include “bracelet repair” as well as “necklace torn” or “broken earrings.” Finally, make sure to monitor, monitor, monitor. If you notice specific keywords failing to produce clicks and conversions, remove them to avoid further sunken costs.

Define Your Audience (Segments)

Because businesses have multiple audience segments, tools like Google Ads allow you to break up keywords by segments for increased ad efficiency. Say you’re selling a book on child psychology. You may target both parents and teachers and include a different batch of keywords for each group. Running multiple ad campaigns for multiple audiences is not only an efficient way to advertise, when you segment, you learn valuable information about your audiences just by looking at strong keyword performers in each group. Learnings about what’s resonating with different audiences is something you can apply to your larger campaign as marketing efforts progress.

In Sum

Don’t sleep on SEM. The financial commitment may scare you, but when done well, SEM can be your website’s biggest ally and well worth the marketing spend. Especially when both SEO and SEM are working hard to generate insights, promote conversions, and increase revenue.

More questions on Google Ads and SEM? Contact us! Happy clicking.

More about our agency – Web Fox Marketing is a website company as well as digital advertising professionals in Livonia. Our Michigan SEO team serves our surrounding community near Livonia, Novi, Southfield, Farmington Hills, West Bloomfield and beyond. In addition to offering digital marketing advantages, we’re experienced in e-commerce web development , search engine marketing advantages , Google Ads advertising (Pay Per Click), SEO, social media marketing, and more!

Your website is a great step, as on-line success through-out our connected world depends on search prominence,and max exposure to diverse digital outlets. Our Michigan lead generation agency is glad to assist you with any kind of challenges or opportunities you have. Call us today and let’s kick-start creating your responsive website!

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