Search engine marketing or SEM is defined as a part of marketing. It exerts a vital role as a guider for your website’s promotion such as paid search, paid advertising, etc. From that, it will help your website increase the visibility of search engine results pages (SERPs). The better you do search engine marketing, the higher your website ranking is. This depends on how you incorporate your SEO strategy and paid media targets.
You may think that you have known exactly what search engine marketing is and how you can achieve it. However, to make it fit perfectly with your business strategy is a new challenge that you may not know.
In this article, we will discuss the clarification of SEM, its history, method and metrics as well as how it works with your marketing strategy.
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Search Engine Marketing and the definition
Search engine marketing refers to a type of Digital Marketing in which paid advertising is the key to the purpose of helping a website be on search engine results pages (or SERPs). The technical marketer will base on the keywords that users search on search engines such as Google, Bing or Yahoo, which will help them set the right target audience for your product or service types. Besides, this step also results in a higher opportunity for your paid search to appear on the higher SERPs for those search queries.
To be more specific, there are various formats of paid advertising or pay-per-click ads. Some are text-based ads while GDN ads and product listing ads (or Shopping ads) which are more visual. These product-based advertisement formats allow the audience to see important information at-a-glance, such as images of their needed product, price and reviews.
The strength of Search Engine Marketing is evaluated as a magic tool that gives marketers or paid media outsourcing agencies the opportunity to put their ads campaigns to appear to the right customers who are finding those products/services and ready to purchase at the precise moment. It is called the exclusive right of Search Engine Marketing and there is no other advertising platform that can do this. It is the reason why SEM works so effectively and is a powerful way to grow your business.
Method and Metrics
There are 5 main methods and metrics that Search Engine Marketing uses to optimise your website, which are:
- Keyword research and analysis
To start with this step, you must ensure that your website is indexed in the search engines such as Google, Bing, Yandex, etc. Next, you should seek for keywords that are related and popular enough for your website to be ranked on SERPs and increase traffic.
- Website saturation and popularity
Website saturation refers to how many pages of the website that are completely indexed in search engines. While popularity is known as the number of backlinks that your website has.
The purpose is to check if your site has related keywords that customers are looking for or not. Also, you should ensure that those keywords are ranked in a high position in search engine rankings.
- Back end tools
Back end tools include website analytic tools and HTML validators, which provides data on your website and its visitors. Besides, it also allows the success of a website to be measured.
- Whois tools
Whois tools will help you know some security information from numerous websites such as the owners, copyright or trademark issues, etc.
- Google Mobile-Friendly Website Checker
This test will analyse a URL and report if the website has a mobile-friendly design or not. A friendly website must be easy to use and navigate, suitable images and content.
An example of a friendly website from BeetSoft at https://beetsoft.com.vn/
How does it work?
It is stated that many people have enduring misconceptions about the power of money in Search Engine Marketing. You should understand that spending a lot of money on advertising will not help your rankings higher. A good result depends on many factors such as the competitiveness of the used keywords, the target location, the languages and so on.
How the Ad Auction Works
Every single time users enter a search query into search engines (Google, Bing, Yandex, etc.), the ad auction will automatically happen. To achieve that, marketers have to identify keywords that they want to bid on and state how much for per click to have their ads appear on SERPs. If Google or other search engines determine that the keywords that a user contains in a search query, your ads are entered into the ad auction.
How Ads ‘Win’ the Ad Auction
Don’t misunderstand about advertising. Not every single ad will appear on every single search. Not spending a lot of money will have a high rank. Stop believing in liars who say that will help your site be in the first page of search within one month. This is not organic SEO and paid media. To determine where to put your ads on SERPs, the ad auction has to base on a number of factors as well as the sufficient commercial of the keywords.
Search engines which evaluate as part of the ad auction process are affected by two main factors, the maximum amount that you are willing to spend (the maximum bid) and the metric based on the overall quality of your advertisement (the quality score) of your ads. Search engines such as Google will calculate these metrics during the ad auction that takes place in order to determine where your ad is. The result of this calculation will be named as ad rank.
Applying Search Engine Marketing for a business has both advantages and disadvantages, which depends on what type of business you are. For businesses, there are different SEM strategies because it is based on the keywords you choose and the type of customers you target.
If you are getting lost in building SEO strategies, SEM strategies or Paid advertising campaigns, the advise is you should find an authentic outsourced marketing agency who has years of experience and will take the responsibility of implementing these strategies for you. Don’t waste your time and money anymore.