This concept is known as search intent , or the likelihood that a prospect will complete a purchase or other desired action after searching for a given term. Some keywords are considered to have high commercial intent , or a strong indication that the searcher wants to buy something. Examples of high commercial intent keywords include:. Read more about commercial intent keywords in this blog post.
Another crucial aspect of keywords that is essential for the success of a search engine marketing campaign is account structure. Logical keyword grouping and account structure can help you achieve higher click-through rates , lower costs-per-click, and generally stronger overall performance, and keyword research can help you think about how to best structure your account.
As you can see in the figure above, an optimally structured account is comprised of five distinct elements:. Ad campaigns can, and should in many cases, focus on similar products or services. For example, if you run a hardware store, one ad campaign could focus exclusively on autumnal products such as leaf blowers, rakes, and leaf bags, whereas another might focus on power tools and so on. Ad groups allow for each campaign to be further subcategorized for relevance.
In our hardware store example, one ad group could be for different types of rakes or varying models of leaf blowers. For the power tools campaign, one ad group might focus on power drills, while another could focus on circular saws. This provides for unrestricted exposure because you are only liable to pay if someone takes action. If no one clicks or takes any action as a result of this, you will not be charged and even after that, awareness will be established.
SEM allows you to target people depending on their geographic location. You can make advertising in a variety of languages and choose where they show; you can pick a country, a city, or even a specific region anywhere on the planet.
Apart from SEM, there are so many other digital marketing trends and skills such as email marketing, content marketing, etc that help businesses expand their reach and sales.
These were the benefits of search engine marketing which have motivated companies all over to make use of it. Looking at the benefits that SEM offers, it was only a matter of time that companies would start using it tremendously. This accounts for increasing competition on certain keywords which brings me to my next point. To win keywords with high competition, you will have to consequently increase your budgets and thus, sometimes it can get expensive for you. In the initial stages, you may not be fully aware of what your optimum bid per click should be, and thus, you may experience low ROI.
This one of those disadvantages that one has no control over. If a user has installed an ad blocker, then they may not see your ads, resulting in a loss of impressions.
As you can see, the benefits of search engine marketing clearly outdo the disadvantages. The disadvantages listed above can be avoided or overcome, firstly through a few rounds of trial and error. And secondly, getting some professional help like learning from experts if you want to get your hands dirty or hiring SEO specialists.
If you wish to hire an SEM Specialist, you can hire from us from our highly trained professional candidates. A lot of companies are also upskilling their employees through corporate training which provides customized digital solutions and you can do that too!
With the phenomenal growth of digital marketing in the current era, more people have become aware of the importance of optimizing their websites to rank on the first page of the SERP. Where companies are using SEO to organically rank on the search engines, we believe it is not enough. The competition has risen tremendously which calls for SEM efforts. Making use of pay-per-click PPC can be very beneficial for businesses that want immediate results and grow their online presence.
Since PPC can be heavily customized, it allows you to target specific keywords to reach your audience, you can set the time of day, date, and frequency of your ads, geographic location, device used, and you can also conduct remarketing targeting those individuals who have visited your site previously. Zomato uses SEM extensively in their marketing tactics, which helped them acquire greater awareness.
It focuses on keywords linked to food, internet ordering, restaurant names, and much more. It is aimed at people who would like to have food delivered to them. And there is nothing better than learning it from industry experts and professionals who have been practicing it for years.
This gives you an added benefit of learning from their successes and failures. Paid search ads are easily and quickly created and managed. Google Ads allow you to set up a schedule for each of your campaigns — you can run and stop your ads at any time you want.
It is also easy to set up a budget and specify the performance speed of your campaigns. This can help you optimize your ads and bring more traffic to your business in a short period of time.
SEM is a very effective way for businesses to reach specific customers based on their search intentions. You can make your ads appear only to consumers who are searching using keywords closely related to your products or services.
Choosing the right keywords for which your ads are triggered to appear helps you create highly optimized ads. With the right advertising budget, optimized bidding and appealing ad message, you can increase the quality of your ads and therefore ensure high ads visibility and relevant website visits.
By using these specific keywords in your campaigns, you can make sure that your ads reach the right audience. Google ads offer you multiple keywords matching types i. Once your paid search ads are created, your ads will appear for free and you will only pay when someone takes action — meaning, clicks on your ad.
Therefore, you can get a free exposure and brand awareness on search engines and get charged only when somebody clicks on your ad hence visiting your landing page.
Likewise, most small businesses would struggle to have the PPC budget to compete with larger entities. Using them simultaneously allows them to further play off their strengths and gives your website a greater range of visibility across SERPs. Recently, Google Shopping opened up free, organic product listings in an attempt to better compete with Amazon in product searches. Amid the Covid pandemic, many brick and mortar businesses have had to rely more on E-commerce marketing, so this update will be highly beneficial.
This change has allowed free exposure for retailers and allows advertisers to increase their paid advertising campaigns with free listings supplementing them.
With this update, paid shopping ads will appear on the top and bottom of the page on the Google Shopping tab. Instead, this is another way to increase your SEM strategy by adding another layer to it. By using PPC and SEO together, you increase your overall click-through rate by targeting more keywords and reaching a larger audience. High-cost, high-volume keywords can be moved from PPC to organic search.
By testing in PPC first, you can experiment with your keyword strategy before committing to long-term SEO strategies that will require more time and patience to see growth. Overall, there are many benefits of search engine marketing for businesses.
With paid ads in the top of SERPs and high-ranking organically generated links below your ads, users have more opportunities to find your products and services. By investing time, money, and energy into a range of SEM strategies now , you can set your website and your business up for success over time. Contact us to learn more about the benefits of search engine marketing for business and how you can optimize your site.
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