Search Engine Marketing (SEM): What It Is & How to Do It
What Is Search Engine Marketing?
Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive market. With millions of businesses out there all fighting for the same brand, there has never been so much importance in online advertising, and search engine marketing is the most effective way to market your products and grow your business.
In this guide, you will learn all the basics of search engine marketing as well as some tips and tricks for making the right search engine marketing.
The search engine is a SERP example
Search Engine Marketing – Overview
Search engine marketing is the practice of marketing a business using paid ads from search engine results pages (or SERPs). Advertisers include keywords that users of services like Google and Bing can enter when they search for specific products or services, giving the advertiser the opportunity to have their ads appear next to the results of those search queries.
These ads, commonly known as regular pay ads, come in a variety of forms. Some are small text-based ads, while others, such as product listings (PLAs, also known as purchase ads), are visual, product-based ads that allow consumers to see important information instantly, such as price and reviews.
The great power of search engine optimization is that it gives advertisers the opportunity to place their ads in front of potential customers who are ready to buy at the right time they are ready to buy. There is no other way for advertising to do this, which is why search engine marketing works so effectively and is such a powerful way to grow your business.
SEM vs. SEO
SEM and SEO: What is the difference?
Typically, “search engine marketing” refers to paid search advertising, a program in which businesses pay Google to show them ads on search results.
Search engine optimization, or SEO, is different because businesses do not pay Google for traffic and clicks; instead, they find free space in search results by having content that is highly relevant to a given keyword search.
Both SEO and SEM should be the basic components of your online marketing strategy. SEO is a powerful way to drive traffic that is always green at the top, while search engine ads are the most expensive way to drive conversions at the bottom of the panel.
Keywords: Search Engine Marketing Foundation
Keywords are the basis for search engine marketing. Since users enter keywords (as part of search queries) into search engines to get what they want, it should come as no surprise that keywords form the basis of search engine marketing as an advertising strategy.
SEM keyword research
Before you can choose which keywords to use in your search engine campaigns, you need to do some thorough research as part of your keyword management strategy.
First, you need to identify keywords that are relevant to your business and that potential customers are likely to use when looking for your products and services. One way to do this is to use WordStream’s Free Keyword Tool.
Simply enter a keyword associated with your business or service, and see related keyword suggestions that can form the basis of various search engine marketing campaigns.
The search engine is a free key tool
The free keyword WordStream provides you with much important information, such as the search volume for each keyword on Google and its overall competition.
Search engine marketing is an example of a free keyword
In addition to helping you find keywords that you should be confused about, in-depth keyword research can also help you identify the wrong keywords – search terms you should include in your campaigns. Negative keywords are not terms with negative connotations, but there are less effective keywords that can lead to conversions. For example, if you are selling ice cream, you may want to remove the keyword “ice cream recipes”, because users looking for ice cream recipes will probably not be in the market for your product.
This concept is known as the search purpose, or the probability that the expectation will complete a purchase or other desirable action after searching for a particular word. Some keywords are considered a high commercial target, or a strong indication that the searcher wants to buy something. Examples of top trade keywords include:
Learn more about commercial keywords in this blog post.
Keywords and account structure
Another important feature of keywords is the success of an account search engine marketing campaign.
A collection of sensible keywords and account creation can help you achieve higher click-through rates, lower per-click costs, and more robust performance, and keyword research can help you think about how to create your account.
AdWords accounts and Bing ads should be set up as follows to get the best results:
Search engine optimization account structure
As you can see from the diagram above, a well-designed account is made up of five distinct elements:
Ad campaigns can, and should in most cases, focus on the same products or services. For example, if you run a hardware store, one ad campaign can only focus on autumn products such as leaf blowers, rakes, and leaf bags, while another can focus on electrical tools and more.
Ad groups allow each campaign to be categorized to be relevant. In our example of a hardware store, one ad group can be with different types of rakes or different models of a leaf blower. With the use of electronic tools, one advertising group may focus on the teaching of electrical energy, while the other may focus on circular saws. This level of organization can take a long time to set up in the beginning, but the rewards – i.e. high CTRs in low co