Have you ever heard of a phrase used in a YouTube video from your favorite online retailer or seen it in a few articles about digital marketing, but you need to figure out what Digital Marketing is?
Does it have anything to do with SEO?
In this article, we will cover these and other topics related to digital marketing. We will show the relationship between SEM and PPC, explain the difference between SEM and SEO, and share how you can use this marketing method to grow your business.
What is Google Ads?
You may have heard of Google Ad Words or Google Ads campaigns, but do you know what it is and what it does? You’ve probably come across it while browsing your favorite websites or searching for content that interests you in the search engine.
Simply put, Google Ads is an online advertising platform developed by Google. It is an essential tool in marketing your business, products, or services and can help you get to the top of your overall digital strategy at lightning speed. (Digital Marketing Company Birmingham
)Google Ads is a vast network with millions of different options.
Google Ads provides many benefits for advertisers and is just one of the many primary digital marketing techniques companies use to maintain their edge. A few benefits of Google Ads are:
o Immediate exposure – Your ad can appear in the top 5 results on the Google search results page
o Reach – Show your potential customers relevant, targeted ads at the right time when they search for your products, services, or business on Google, or use remarketing to reinforce your message or encourage the customer to buy again
o Retargeting – Make sure you target the suitable geographic locations
o Reporting – Google Ads reporting allows you to determine which keywords are working or not working, ad click-through rate, and much more
o Budgeting – Google Ads works well for all types of budgets and allows you to manage bids and budgets
What is SEM?
SEM is short for Search Engine Marketing
, which is the process of attracting traffic to a website by buying ads on search engine advertising platforms.
Initially, the term also included SEO, but it is accepted that SEM refers closely to the paid traffic generated by ads in the PPC model. Along with organic activities (SEO), SEM is an effective way to increase your website’s traffic quickly.
Terms often used when discussing digital marketing to help you better understand how digital marketing works. Here are some of them:
– How many times was your ad seen on the screen? This does not mean that the person saw it.
o CPC (cost-per-click)
– how much you pay when someone clicks on your ad.
o CPM (cost per million impressions)
– is another way to pay for advertising in the search engine. Depending on your goals and ad tool setup, you may be willing to pay just to be shown.
Some social networks also offer advertising services that we may include when we ask what SEM. Is. They include a search function. But social media advertising and SEM are not the same things.
In social media advertisements, the advertisements are usually based on data collected by the social media company about that person. This allows you to target ads to people based on specific interests, locations, shopping behavior, and more.
Search engine marketing relies on keyword phrases to target people looking for answers on places like Google. Social media advertising and SEM can increase brand awareness and sales. Ads are often visible on social media for several days.
Then, when those audiences search, your ads get attention because they recognize you. They are more likely to click on an ad they already know. The same can also happen in reverse. For this reason, it is often practical to use both methods when marketing your business.
People often confuse SEM with SEO. The fault, in this case, is the slight difference in appearance between the PPC ad and the organic result. The easiest way to distinguish it is the addition of “Advertisement” in the case of PPC ads.
What is the difference between SEM and SEO?
Unlike SEO (Search Engine Optimization), which has excellent results in the medium to long term, SEM gives immediate results and has an almost immediate return on investment: you can start an SEM campaign in the afternoon and see the first results in the evening.
However, it is worth noting that your ads will no longer be displayed as soon as you stop paying. This is why the smartest thing to do is to use SEM along with SEO: to combine the quick results of the former with the long-term sustainability of the latter.
SEM can be very convenient due to its cost-effectiveness ratio. This gives you a chance to target potential customers when they are looking for information about your product or service, and in most cases, you only have to pay when a user clicks on your ad.
In addition, SEM emphasizes the development of artificial intelligence, which then optimizes campaigns accordingly to bring measurable benefits to performance-type campaigns, in other words, campaigns aimed at obtaining specific actions, e.g., filling out a form or purchasing on the website.
Advantages of a good SEM
First, you should know what SEM is, what strategies are used for specific results, and why you need to stay on top of all the current trends. But what are the main advantages of a good SEM?
o Increases Brand Awareness: A
good SEM means more people are aware of your brand. Consider what happens when you search for something online – you only pay attention to the first few results on the page. If you use SEM to be among those top results, there’s a better chance people will see your brand and gain recognition.
o Increases website traffic:
This is one of the main goals of SEM; it is to help you get the most relevant traffic to your website so that these people will become our customers later on. This is because you move up the rankings and become one of the first results people see. As a result, they’re more likely to click your link and go to your site than if your ad didn’t appear on the first page of the results.
Gets the Right Audience
: SEM lets you advertise your site to an audience interested in what you offer. This is because you target specific keywords, essentially showing your ad to the audience. Consequently, you acquire potential customers willing to convert, and thus you can also observe an increase in sales.
o Incredible return on investment:
When you invest in SEM, you will see direct results. It has an advantage over other advertising activities thanks to its reach channel, which translates into a high return on investment.
Is SEM expensive?
The cost of SEM depends on the market. For search engines like Google, Bing, and Yahoo!, creating a competitive marketplace is at the heart of their business models. That means the brand with the most money should win, right?
Over the years, search engines have evolved algorithms to help companies optimize their ad spend. For example, one of the most discussed topics in the SEM world is Google’s Quality Score.
Quality Score is a value that Google assigns to keywords and PPC ads. This is an important metric because it ultimately affects your business’s cost for each click. A Quality Score is assigned after Google analyzes many factors (no one knows how many).
Some of the factors that Google takes into account when calculating the Quality Score:
o Your click-through rate (CTR). This is the number of people who clicked on your ad after it appeared in search results.
o The relevance of each keyword in its ad group. Keywords less relevant to your ad group may lead to a lower score, while highly relevant terms may increase your score.
o Landing page quality and relevance. Choosing the right conditions is crucial because driving traffic is just as important. Your landing page must contain ad content elements. These elements help visitors quickly identify or see the relationship between the ad and the landing page.
o The relevance of the ad content. Linking the content of the headlines or ad descriptions with the keyword after which the ad was displayed is of great importance. This allows the potential customer to quickly and accurately identify, which translates into better results. This, combined with matching the content on the page, makes the Quality Score very high.
Why does all this matter?
Google and other search engines have one goal: to provide users with the most accurate information on any topic that interests them. (Birmingham based Digital Marketing Firm
)Therefore, if your ad is of little help or misleads the audience, Google will negatively evaluate this type of activity. As a consequence, it will adversely affect the results of the campaign.
Who can run SEM marketing campaigns for you?
Running an SEM-focused marketing campaign is more complex than donating money to Google Ads. It is necessary to research the market beforehand, choose the right keywords, and write a short, precise but convincing message. A search engine advertising specialist can do all this.
Once a campaign is activated, it’s essential to track it and run A/B tests to spot any optimization opportunities or issues that arise. It also prevents wasting time and money.