Search Engine Marketing
Introduction to Search engine Marketing – Learn about campaigns with Sharp Instincts. Being a Digital Agency in Melbourne, that’s how we do it.
Search engine marketing (SEM) is a form of online marketing based on paid advertisements. It is a method of promoting a website by launching ads on different search engines such as google, bing and AOL. Search Engine Result Page (SERP) contains number advertisements which are created to boost business impressions over internet.
According to Wikipedia, SEM may incorporate SEO, which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
You might have heard of SEO and Pay Per Click (PPC) advertising, but what is Search Engine Marketing (SEM)?
On this page, our expert team at Sharper Instincts breaks it down.
What are the key questions to consider when crafting Search Engine Marketing Strategy?
Developing a good Marketing strategy is a long-term approach and an overall game plan of any business.
Effective Marketing Strategies can grow business faster. At Sharp Instincts, we have experts who can develop a strategy which suits your business.
If you’re sick of agencies that sets up your campaign and just cashes checks with no care about your business, then you have come to the right place. Sharp Instincts focuses on continuous improvement, identifying opportunities as well as exploring where the best return on investment is for you. We are solution agnostic, all we care about is ensuring you are getting the best value for your money in all your media spend.
Right understanding of Data can help to grow business.
Understanding data drives Marketing analytics to evaluate the effectiveness of any Marketing campaign and justify the ROI for marketing campaigns. At Sharp Instincts, we dig in deep before developing a campaign.
Do You Know How Search Engine Marketing Work?
How Search Engine Marketing Works
Search Engine Marketing is the process by which a business pays search engines for advertising on relevant keywords. This is known as PPC advertising. So, if your business sells pillows, you might want to have an ad appear whenever someone searches for “Buy new pillows” on Google or Bing. Of course, it’s not that simple, however If you only ship to customers in Melbourne, then you only want to advertise to people in Melbourne. And if there at 20 of your competitors also wanting to advertise to people who are searching for “Buy new pillows”, then the cost of your advertisement is going to skyrocket. Search Engine Marketing is the art of finding the right keywords that people with high purchase intent are searching, creating ads that those people will click, and ensuring the landing page they are directed to is optimised to convert them into a paying customer.
Importance of SEM for your Business
SEM Marketing is important for your business because your competitors are more than likely already using this marketing technique to find customers. The truth is, the new era of digital marketing as made advertising more accessible and more effective than ever before. People are attracted to digital marketing because of the transparency it provides. The success or failure of a campaign can be analysed with just a few key numbers, providing businesses clear insights into what is and is not working.
Some of the important numbers are:
- SEM Ad Impressions
- Number of clicks from SEM Ads
- SEM Ad Cost Per Click
- Conversion Rate Optimisation (CRO)
Whilst all the numbers are interlinked, the CRO is perhaps the most important as it ultimately tells you how successful your campaign is. CRO measures the percentage of users who perform a desired action (EG: Purchase a product, or fill out a form) on your website. A higher CRO means more leads are converting, whilst a low CRO means people are dropping off the website without completing the desired action.
Role of Search Engine Marketer
SEM experts are vital to this process because they must have a wide range of skillsets. They need to be able to thoroughly analyse and get ahead of the trends in any given industry, whilst also being able to strategize a plan that is going to maximise the value of PPC advertising. To do this, some of their key functions include:
- Keyword research
- Campaign analysis
- Campaign optimisation
An SEM Expert will apply rigorous research to understand your target market and the keywords they use when searching for your business’ product or services. They will test a number of different advertising campaigns on those keywords and continuously optimise the campaign with the ultimate goal converting prospective customers into paying customers.