Jul 27 2020
One simple online ad could be the key to giving your business the exposure it needs to get ahead of the competition. Fortunately, you could increase your chances of success by creating a successful search engine marketing (SEM).
Similar to search engine optimisation (SEO), SEM is an integral part of digital marketing that you can utilise to your advantage. With SEM, you have everything you need to get instant exposure and attract potential customers.
However, you could get yourself caught up in the many responsibilities involved in making an SEM campaign. With so many misconceptions about SEM, you might fail to create a proper SEM campaign for your website.
The good news is that once you get the hang of it, creating an SEM campaign is quite simple. The first step to understanding SEM is knowing the difference between it and SEO.
Unlike SEO, SEM focuses on driving traffic to a website by purchasing ads on search engines. Doing so will help you get instant results and exposure, which is why SEM is perfect for startups and small businesses. It is an excellent marketing strategy for gaining website traffic immediately.
What Is SEM?
SEO and SEM both aim to gain website traffic, but the methods of doing so are quite different from one another. SEO focuses on driving organic traffic, while SEM increases web visibility on search engine results pages (SERPs) through paid advertising.
SEM uses some SEO techniques to achieve higher rankings. If that is the case, then why is SEM a worthwhile investment?
You have to consider the fact that SEM may utilise similar SEO tactics, but the results are still different. In the end, SEM is the perfect digital marketing strategy for quickly generating leads and raising brand awareness.
4 Tips For Creating A Successful SEM Campaign
1. Define Your Target Market
For all digital marketing strategies, defining your target market is the first step to reaching your goals. By understanding your target audience, you can come up with more effective ads. Have an in-depth look at your target audience so you can send your ads to the right people.
You can start by evaluating your previous and current customers. Send them surveys with questions that will let you know more about their demographics, including their purchasing habits, preferences, location, and many more.
Invest your time in researching everything there is to know about your target audience. In the end, your hard work will reward you with more opportunities for providing your target audience with more effective ads.
2. Understand How An Ad Auction Works
Ad auctions are the bread and butter of every SEM campaign. When you’re ready to dish out your ads, understand how an ad auction works so you can increase your chances of success.
For example, let’s focus on Google Ads. Before a Google ad appears on the SERPs, it will have to go through an auction. First, you must identify the keywords that you’ll be bidding on to know how much you are willing to pay for each keyword.
Not all your ads will appear on every SERP related to your keywords. You need to identify the commercial value of each keyword to know if your ads will show up on the SERPs.
3. Start Small And Save Money
At first, you might think of using up most of your budget on one SEM campaign to get the best possible results. Sure, you could do that and come up with effective ads along the way. But if it is your first time starting an SEM campaign, perhaps it is better to save money by starting small?
Instead of investing in one big SEM campaign, consider making at least two or three SEM campaigns. Spend a reasonable amount of money and save your budget for the future. As you deliver your ads, review and evaluate your performance to find out if your campaigns are performing well. From there, work your way up until you can conduct several SEM campaigns that are guaranteed to generate leads and attract potential customers.
4. Create Consistent Ads
If there’s one thing most users hate, it’s getting deceived by ads.
For instance, some ads say that clicking on the link will direct you to a landing page when, in reality, it will transfer you to a website’s contact page or somewhere else. Avoid creating ads such as the ones mentioned, or else you will be losing potential customers in a matter of minutes.
Increase your conversion rate by making sure your ads and content correlate with each other. Nothing hurts a conversion rate more than an ad that does not deliver as promised.
Combining SEO and SEM is the perfect way to gain leads and increase your conversion rate! Consider working with a digital marketing agency in Singapore to reach your goals and come up with better SEM strategies.
For professional digital marketing services, contact our SEO company in Singapore at 6391-0930.