Search engine marketing is a form of internet marketing that promotes websites by increasing their visibility in search engine results pages (SERPs) through optimisation and advertising. SEM may incorporate Search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages to enhance pay-per-click (PPC) listings.
The Basics of Search Engine Marketing
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate Search engine optimisation (SEO), which adjusts or rewrites website content to achieve a higher ranking and management of paid listings at the search engines.
Why is SEM Important?
SEM is important because it allows you to target your audience through the use of specific keywords. SEM also allows you to track your results and adjust your marketing strategy as needed.
The Process of Search Engine Marketing
There are two major types of search engine marketing: organic search engine marketing and paid search engine marketing. Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate Search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking and management of paid listings at the search engines.
What Is the Process of Search Engine Marketing?
Because SEM places your website above organic results on the search engine results page, it can be an effective strategy to attract new clients and increase sales (SERP).
You might be questioning why they’re placing a bid if they already have an organic ranking for the keyword.
The explanation is straightforward: By doing this, they occupy more space on the SERP. Furthermore, they still have a chance to show up at the top of the page even if their organic rankings change.
If customers are prepared to buy, it’s very crucial to capture their attention at the top of the SERP. If not, they might pick the choice that is simplest and most obvious (which might be an advertisement from a rival).
However, you must prevail in an ad auction in order for your website to rank first on the SERP.
How Ad Auctions Function
Advertisers place bids on keywords to win coveted paid ad positions at the top of the SERP. The top position goes to the winner of the auction.
For now, let’s talk about how Google Ads bids operate.
You must recognise two crucial elements in order to participate in an ad auction:
The keywords you wish to bid on The maximum amount per click you’re ready to pay for each keyword. Your industry will determine the appropriate price; for instance, insurance and legal have higher typical CPCs than less-competitive sectors like home and garden.
Your ads will be added to the auction as soon as Google deems that the keywords you bid on occur in users’ search queries.
Only searches with sufficient commercial motivation will display ads (i.e., users are ready to buy). People are prepared to subscribe, as seen in the Headspace advertisement above.
Even if your ad is a strong match for the keyword, the number of other criteria can determine whether it will win the auction.
Here is how Google selects the winning ad.
How to Win a Publicity Auction
Google Ads guidelines state that during an ad auction, they take into account five important factors:
- Your maximum bid is the highest sum you’re willing to pay for a click on your ad.
- The formula used by Google Ads to assess the usefulness of your ad to users is called the “Quality Score.”
- Effects of ad extensions: The extra details you included in your ad (phone number, links to specific pages, etc.)
- Ad rank: Your ad’s and landing page’s quality, along with your bid, determine your ad rank. Google has a minimum quality standard that advertising must achieve in order to appear in a better rank.
- Ad context: Google considers context when determining ad rank. Included in this are the user’s location, the time and device of the search, the search term, and more.
You have complete control over Google’s automated bidding tactics, which are referred to as the maximum bid. The same is true for responsible for the enhancement that could affect the effectiveness of your advertising.
But Google will give you a Quality Score, which is a number between 1 and 10. Additionally, it explains why your ad only succeeds in auctions for pertinent queries.
The work of a search engine marketing specialist continues even after the campaign launched. In fact, their job is just beginning. They need to continuously monitor the campaign to ensure it is running smoothly and making progress towards its goals. They also need to adjust the campaign as needed to ensure that it stays on track. Only by doing these things can a search engine marketing specialist ensure that their campaign is successful.
Enroll in the PG Certificate in Digital Marketing & Growth programme at IIM Visakhapatnam to gain extensive digital and social media knowledge. Through case studies, simulations, interactive sessions, hands-on learning, and class activities, participants will study best practices and acquire the knowledge and abilities to link company objectives with digital and social media strategy, platforms, and tactics.