Search Engine Marketing
Search Engine Marketing (S E M)
Search Engine Marketing is about getting paid traffic from search engines.
S E M is a technique of placing ads on a search engine results pages in an effort to boost qualified or relevant website traffic.
The technique of creating ads is important because it’s also an optimisation process for your ads so that they appear in the most effective top positions.
It’s a highly effective way to increase visitors from search engines and attract qualified traffic to your website.
The goal of good S E M is to create the best value ads while gaining the most relevant traffic.
A good S E M strategy is to include
S E O tactics in your paid search
Why S E M?
Search Engine ad campaigns will drive qualified traffic.
Advertising with search engines to bring qualified visitors makes a lot of sense, especially while refining an organic keyword strategy.
Data from the ads shown will help develop an S E O strategy to use on your website.
Base campaigns around your top keywords & budget to get the best value.
If your organic results are not gaining a timely or useful rank, search engine advertising can be a “quick fix” to gain visitors.
S E M + S E O ensures that your target audience sees the content you create in their search query results
Top Five Results Are Desirable
Your goal is not just to appear in search queries, but to show up in the top 5 positions.
If you are like the majority of users, you probably click on one of the top ads or one of the first five organic results.
Ads are not that much different than organic in the sense, if you don’t have the right words or content, it will get dismissed by the searcher.
Search campaigns start with keyword research so when ads are created, each one can target a specific keyword & page, with the aim of being in the top five ads.
Ad Keywords and Search Intent
How do you choose the right keywords to use in your ads?
The keywords you use in your ads are important and must be relevant to the topic.
There are two types of search intent – informational and transactional.
Choosing the most relevant or useful keywords for your situation, will take experience, some time & research.
Keyword searches with high commercial intent, meaning, keywords where a searcher is looking to buy a product or service (for example: “buy mens work boots”) – are worth far more than your basic informational keyword for searches such as “work boots”.
Transactional keywords point to an actual product that can be purchased.
Informational keywords point to information, documents, contacts and such.
For more on search engine marketing for your business, contact us.
