Search engine marketing is one of the most effective ways to grow your business in an increasingly competitive marketplace. It is the practice of marketing a business using paid advertisements that appear on search engine results pages.
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Search engine marketing is one of the most effective ways to grow your business in an increasingly competitive marketplace. It is the practice of marketing a business using paid advertisements that appear on search engine results pages.
There are many benefits of search engine marketing due to the connection between SEM (Search Engine Marketing) and SEO (Search Engine Optimization).
1. In order to do search engine marketing, you need to implement SEO practices. For example, you need to do keyword research. By finding focus SEO keywords for your content with high search volume and low competition on the internet, you are boosting your SEO.
2. By boosting your SEO, you’re boosting your web traffic.
3. By boosting your web traffic, you’re boosting signups
4. By boosting signups, you’re boosting the potential for sales.
5. An additional SEO practice involves making your content in-depth. This keeps visitors on your web page longer. This improves your Bounce Rate. Your improved Bounce Rate will increase the probability that Google will show your content to people.
These are the benefits of search engine marketing. As you see, they come from strong SEO practices.
In today’s environment where dollars are tight, every dollar spent on advertising matters more than ever. Everything with paid search can be measured based on conversions down to the ad and keyword levels so that you know exactly what’s working and what’s not performing.
Whether you want to reach potential clients in your own backyard or halfway across the world, you can target searchers down to their city level location. The levels of control over paid search with platforms like Google AdWords and Bing Ads are truly astonishing, giving you control over:
1. What keyword searches trigger your ad
2. Physical location of the searcher (geo targeting mentioned above)
3. Time of day
4. Day of week / season
5. Device type (e.g. computer vs. phone – and which type of phone)
6. Network (e.g. Google only or its Search or Display Networks)
7. Ad position & more
Paid search is commonly referred to as pay per click advertising because the most common form of ad buy with paid search is that you only pay when someone clicks on your ad. We like to refer to traffic from paid search as “doubly targeted” because the person has to:
Type in something related to what you sell, and Look at all the information on the screen before deciding to click on your ad because she or he expects it to provide the information she or he seeks.
The corollary of only paying when someone clicks on your ad in the pay per click model is that you get all the additional views of your ad and company name for free. This is just one reason that makes paid search particularly valuable for branding campaigns.
For all the reasons listed above and more, the single most important benefit of paid search engine marketing is just that it works. That’s why U.S. advertisers spend more than $12 billion per year on paid search, including top advertisers spending more than $8 million per month on Google AdWords alone.