The technique of directing visitors and leads to your website or other digital properties is known as search engine marketing (SEM). The most well-known SEM platform is Google AdWords, but there are several others as well. There are many other ways to promote your brand on websites, including Facebook Ads and Instagram ads. In this article, we’ll explore how integrating paid search into these channels can help businesses get more attention for their products or services.
It’s Not Just Search
SEM is not just a search. It’s much more than that, and it has several advantages for your company.
The benefits of SEM growth include:
- Driving traffic to your website. This is important for SEO purposes. Because it benefits from increased rankings on Google and other search engines.
- Driving revenue through the sale of products or services (i.e., Pay-Per-Click ads).
- Increasing brand awareness by featuring your brand name in relevant product descriptions or headlines where consumers are likely to see them.
AdWords is the Beginning
AdWords is a great place to start, but it’s not the only channel you should be using for your PPC strategy. Other channels like Facebook Ads, Bing Ads and Instagram are also worth exploring.
You can use ad extensions to expand your reach beyond just Google search results. Use remarketing to target people who have already visited your site with relevant offers or products. That they may not have seen before when they were searching on Google or Baidu if they’re in China (which I know you were).
Leverage a Variety of Channels
You can use social media ads to drive traffic to your website. As well as increase the number of times people visit it. When you’re managing PPC campaigns. It’s important not just to target keywords. But also the channels that are most likely to convert for your business.
Social media has become an important part of digital marketing and SEM growth. Because it allows businesses more opportunities than ever before. From being able to reach customers directly through their friends’ networks. Through creating content specifically tailored towards them based on their interests or demographics (and then sharing this content via social media), or even just simply having conversations with them about products/services. They might be interested in buying from you. All these things can lead directly into sales!
Scale Opportunities Across Devices
PPC management is a key component of SEM growth. When you manage your PPC campaigns and keywords. You’re able to scale across devices and optimize for each individual device.
The average person uses multiple devices during the course of their day. And so does your target audience. That’s why it’s important that your keyword strategy doesn’t just focus on desktop search engines like Google or Bing. It should also include mobile search engines like Apple Search (iOS), Google Play Store (Android) and Microsoft Store (Windows). These different operating systems have different screen sizes, resolutions, capabilities and browsers. And therefore require different approaches when optimizing for them with keywords or landing pages.
Find Search Intent and Optimize for ROI
Your search intent is a measure of how well users are satisfied with the results they find. This can be measured by looking at the search query and landing page. As well as your conversion rate.
Search Intent: How Users Feel About Findings
If you want to increase ROI on your PPC campaigns, focus on optimizing for search intent. Search intent refers to how satisfied searchers are with their results. And it’s something Google tracks in order to provide users with better recommendations when they perform searches online.
Researching keywords is crucial
Without a strong foundation, you cannot go to the next level. Keyword research is the first step in your SEM strategy. And it’s essential for building an effective PPC campaign. Finding new business prospects with your clients requires an understanding of the search terms they use.
Keywords are also critical for SEO purposes. As they determine which pages will show up in Google’s search results when someone searches on them (and therefore influence how well those pages rank). If you don’t know what keywords people are using to find information about you or your company online. Then there’s no way to optimize your site. So that it shows up at the top of Google listings and if that happens. Well then things could get messy fast.
Understand Your Customers’ Behaviours
Understanding your customers’ behaviours is key to successful SEM. The keywords that they search for, the links that they click. And the products they purchase are all indicators of their intentions to convert. By understanding these behaviours, you can help them achieve a better search experience and improve conversion rates by offering relevant information or offers at the right time.
Rely on Data and Analytics to Increase Visibility and ROI
- Use data to optimize your campaigns.
- Use data to find new keywords that are converting.
- Use data to find new audiences and devices, as well as other aspects of PPC, including: Geo-targeting, Ad extensions (like custom dimensions), mobile ads and more.
Make Your Ads Shiny!
- Use Images.
Images are one of the most effective tools for making your ads shine. And they’re a great way to draw in more traffic. You can use images on any part of your ad: headings, body text, links (called “hyperlinks”), or even at the top or bottom of an image. By putting an image into every part of your ad. Even if you don’t need it there. You’re sending more than just visual information to users. You’re also making them feel like they’re getting something tangible in return for their time spent on your site. This will increase click-through rates (CTRs) as well as conversions.
- Use Video Ads.
Video ads are another great tool for creating a shiny experience for users who click through from search results pages (SERPs). Videos tend not only provide viewers with useful information about products/services. But also show them how those items relate back into real life situations. Which allows them easier access into buying decisions based on personal experiences versus just reading. About it online without seeing what kind of life situation exists outside our own homes/workplaces etc…
Leveraging multiple channels can boost your SEM efforts.
When it comes to SEM, the best results come from leveraging multiple channels. You can use search ads and social media to reach a target audience. But these platforms won’t exclusively drive your efforts.
To get the most out of your SEM campaign. You’ll need to include other channels like email marketing and content marketing in order for them all to work together effectively. For example: if a user clicks on an ad for shoes on Google Shopping. And then visits their favourite shoe retailer’s website directly from there (without ever coming back). This is considered “direct traffic.” But if a user clicks on an ad for shoes on Google Shopping. Then goes back later that day or week after browsing other sites related to boots/shoes at some point during their visit (such as Amazon). This would also count as direct traffic. Because it happened after clicking through from another source (eCom).
In summary, SEM is a powerful tool for PPC management. It can be used to increase your visibility across devices and channels, improve ROI and revenue, and help you generate leads in the most efficient way possible. The best part about SEM is that it’s easy to implement. All you need is a decent budget and a little time.