Positioning a web page on the Internet is not an easy process. There are many factors involved to consider. One of the many resources available for this is search engine marketing.
However, what does this type of marketing consist of, and what is its fundamental purpose? Keep reading and find out the key aspects of search engine marketing.
What is search engine marketing?
Basically, it is a digital marketing strategy aimed at getting a better flow of traffic to a website from search engines.
It is itself, the marketing of a business through the use of advertising on search engines like Google. Consequently, it is considered the easiest and fastest method to obtain a larger audience, and position yourself ahead of the competition.
Search engine marketing is derived from the English term Search Engine Marketing (SEM), which, as mentioned, is the process of marketing strategy of business on the Internet through paid advertisements on search engines.
Therefore, said digital strategy of Singapore branding agency allows websites to appear at the top of the list of results in search engines when users enter certain keywords or phrases.
Put another way, search engine marketing allows a web page, a product, or a service to become more visible in search engine results.
Thanks to this, websites can receive a greater number of visitors coming precisely from search engines. And by having a higher number of visitors, there is a greater chance that sales will increase.
How does search engine marketing work?
The goal of search engine marketing is to display a website’s ads on search engine results pages. The foregoing provided that users make a query using certain keywords in the search engine.
This implies that advertising campaigns can be carried out focused on certain key terms. Therefore, whenever users search for those particular keywords, the website’s ad will be displayed on the results pages.
On the other hand, it is very easy to identify a search result that is a consequence of search engine marketing. These types of results always include the word Advertisement next to the URL of the website that has paid for the advertisement.
Now, several paid search results can appear from different websites, and for the same keyword. This is because brands and companies can run search engine advertising campaigns with similar keyword terms.
In the case of search engines, they also have different methods to determine the number of paid search results. More often than not, these types of search engine results outperform organic rankings.
Despite this, there are cases in which the results with paid ads can be shown below the organic results, which are usually achieved through SEO.
Here’s how SEM works:
- Keyword Research: Advertisers begin by identifying relevant keywords that potential customers might use when searching for products or services. These keywords play a crucial role in determining when and where the ads will appear.
- Ad Creation: Advertisers create compelling and relevant ads that include a headline, description, and a link to their website. The ads are designed to attract users’ attention and encourage them to click through to the advertiser’s website.
- Bid Auction: When a user enters a search query, the search engine runs an auction to determine which ads will appear for that query. Advertisers bid on the keywords they want to target, indicating the maximum amount they’re willing to pay for a click on their ad.
- Ad Rank: The search engine considers both the bid amount and the quality of the ad and landing page to determine the ad’s placement on the SERP. This is known as the ad rank. A higher ad rank improves the chances of the ad being shown in a prominent position.
- Ad Display: If an advertiser’s ad wins the auction, it is displayed on the SERP when users search for the relevant keywords. The ads usually appear at the top or bottom of the page and are labeled as “ads” or “sponsored.”
- Click-Through and Conversion: When a user clicks on the ad, they are directed to the advertiser’s landing page. The goal is to provide a seamless user experience and encourage them to take a desired action, such as making a purchase, signing up, or contacting the business.
- Cost and Budget Management: Advertisers are charged only when a user clicks on their ad (hence the term “pay-per-click”). Advertisers can set daily or monthly budgets to control their spending on SEM campaigns.
- Campaign Monitoring and Optimization: SEM campaigns require ongoing monitoring and optimization. Advertisers analyze the performance of their ads, keywords, and landing pages to identify what’s working and what’s not. They adjust bids, refine keywords, and make other changes to improve the campaign’s effectiveness.
- Ad Extensions and Formats: Advertisers can enhance their ads with various extensions, such as site links, callouts, and location information, which provide additional information and encourage users to take specific actions.
SEM offers several benefits, including targeted reach, immediate visibility, and the ability to track and measure results. It allows advertisers to reach potential customers precisely when they’re actively searching for relevant products or services, making it a powerful tool for driving traffic and conversions.
It’s important to note that SEM is just one component of digital marketing, alongside other strategies like Search Engine Optimization (SEO), content marketing, social media marketing, and more. Combining these strategies can create a comprehensive and effective online marketing approach.
