Search Engine Marketing (PPC) can be an effective tool for digital marking to generate good leads, clicks, conversions, etc. on your business website.
But, the key is to do it effectively and intelligently to get a proper return on investment (ROI).
If you are a business owner you should look someone who has a good solid grasp of Google Adwords and paid search marketing. Lest you don’t end up paying higher CPCs(cost-per-click) than other advertisers that have properly optimized their campaigns.
If you are aspiring digital marketer you need fundamental knowledge about how AdWords work and on top of that need hands-on experience to perfect the skill.
Search engine marketing is too large of a topic to cover in one post so we are starting a series on search engine marketing fundamentals over series of posts.
What is Search Engine Marketing?
SEM popularly known as Search Engine Marketing is a method of digital marketing that leads a long way in pulling the target audience gets more conversions and creates a business marketing.
The greatest strength of Search engine marketing is that it gives the opportunity to put an advertisement in front of the eyes of an already motivated customer who is ready to make a purchase,
No other advertising medium can target this precisely and effectively. This is why Search engine marketing is such a power to grow your business.
This type of online marketing is also commonly known as PPC advertising because you usually pay a certain amount of money when people click on your ad,
there are also other options for paying for your ad such as pay per thousand clicks on some ad platforms like Google ads.
Difference between Search Engine Optimization & Pay-Per-Click Ads
Organic Search Results vs Paid Search Results
Organic Search Results:
Where they appear: In the middle of the page.
How they’re matched: sites are matched to a person’s search using information like text on the page.
How they’re ordered: based on relevance to the search term & popularity.
Paid Search Results:
Where they appear: Top & bottom of Search Engine Results Pages (SERP).
How they’re matched: ads are matched to a person’s search based on how closely the search matches your keywords & campaign settings.
How they’re ordered: based on a combination of cost-per-click (CPC) bid & relevance.
Although both organic and paid search results can be highly competitive, they can offer very different value propositions.
For example, While SEO can be highly effective in the long run, it can take 8-12 months or even more depending upon the competition to see consistent results from your effort.
It needs continuous optimization and online presence in order to maintain ranking.
With SEM Advertising, on the other hand, you can see the placement of your listings almost immediately,
but maintenance of that ranking requires upkeep and constant infusion of money.
Why Search Engine Marketing?
- India is the largest growing market globally in e-commerce. Retail e-commerce sales in India from 2016 to 2022 (in million U.S. dollars) ref. to chart given below.
- Online retail via mobile will grow to reach $1 trillion in 2020.
- Markets are moving online.
- Largest categories of online retail globally:
- Consumer Electronics
- Computer Hardware
- Fastest-growing categories:
- Beauty & Cosmetics
- Home Appliances
- With Increase in a number of competitors in online business search engine marketing has become very important in increasing traffic and online presence.
- You can target a specific group of people on the basis of their geographical area, Age, interests, economic status, marital status etc. or you can promote a specific product or service.
- The results are very immediate with Search Engine Marketing hence it is arguably the quickest method to drive quality traffic to your website.
Which SEM platform to choose?
There are several SEM tools to choose from, in coming blogs,
I will discuss Google Ads in details because it is the single most popular SEM advertising system in the world due to the volume of traffic it can provide.
Here I’m listing some other SEM platforms and Google Ads with little details:
- Google Ads: Google is the largest search engine, commanding a huge 67 percent search market share. Google ads enable businesses to create ads that appear on Google’s search engine and other Google properties.
- Traffic volume
- Top ad positions immediately
- Clicks can be expensive
- Users that don’t fully understand how Google ads works will end up paying higher CPCs than other advertisers that have properly optimized their campaigns.
- Yahoo! Bing Network ads: Refer to Power of bing! Ads infographic below
- Lower CPCs
- Great customer service
- Lower search traffic
- Limited growth
- Facebook: Facebook being the largest social networking site with over 1 billion users allows you to introduce your product or service to its users.
Around 50 percent of its user’s log in daily which providing you with a massive audience to interact with.
- Several targeting options
- Largest consumer database
- Lower click-through-rate
- Needs constant refreshing
- Some other unpopular options are :
This concludes to our part one of the series of blogs about Search Engine Marketing.
If you want to grow your business and want to reach more customers and clients instantly, PPC advertising will increase your revenue, sales, and leads.
Therefore, search engine marketing is the method you should follow for great results.
So, stay tuned for our next blog.
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See you soon.
I’m a freelance writer with an eclectic range of interests: Photography, space, politics, music, art, fashion, and sports.
I enjoy turning complex problems into simple, beautiful and intuitive solutions. When I’m not reading books, tweeting or sleeping for long hours, you’ll find me cooking, wandering or working out.