Search engine marketing (SEM) is the process of using advertisements that are paid for to market one’s business or product.
SEM therefore is aimed at bringing traffic to your website and possibly converting this traffic to actual sales. You want to drive as much traffic as possible to your website for higher profits, thus your aim in SEM would be to appear at or near the top of the search results page.
The internet user types out a search query of their choice on the search engine, depending on what they are looking for.
The words they key in are the main determining factor of your ad appearing. They are referred to as ‘Keywords’. The search results page shows them the possible pages that match their query, using the keywords used.
This is where your ad comes in as it will appear on the Search Engine Results Page for viewing of the user, if the keywords match your own.
SEM, together with other factors is what enables you to appear on that search page. It is what may propel your site to page 3 or 4, and if you are very ambitious, it may appear on the first page.
• Keywords are very important for successful SEM. You will need to find relevant keywords that are able to attract more potential clients to your site. So how do you go about this keyword business?
• Find the right keywords. There are several free tools on the internet that you can use to find keywords.
• Take note of the negative keywords. These are the words to avoid when running your campaign. These are the words that have a very low chance of leading to conversions.
• Some key words are known for their ability to result in conversions for instance ‘Discount’, ‘Free shipping’, ‘Buy’ and others which you can find through use of the tools.
All this happens in the time it takes for a searcher to enter their query to Google. Of course, only the chosen ads appear on the different searches. The ads that do appear are determined by several factors, one being the maximum bid. The ads that appear on the SERP are in this case the winners in the auction.
Quality score is measured by how valuable and relevant your ad is to the searchers. Google wants to give its users only the best experience thus they will take your ad through a test to determine how relevant your ad is.
Once you have set up your SEM marketing campaigns, remember to refresh your content, and making improvements to your web design to make it more attractive.
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