Mar 02 2020
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Selecting an SEM agency in Singapore can be quite tricky. With plenty of businesses hungry for exposure online, tons of opportunities and methods arise for more convenient and cheaper online marketing solutions. Companies are always on the look-out for the best SEM company in Singapore that can provide decent SEM services and strategies.
Without a secret, search engine marketing is becoming a demand from companies prowling for better SERPs (search engine result page/s), stronger online presence and conversions that increase sales. This situation gave most SEM agencies an opportunity to exhibit their services as a trustworthy and ideal match for local businesses in Singapore.
That’s why it is critical that when you are looking for an SEM vendor, do check its background to rest any forms of doubt and sceptical senses. Because the standard here is to examine whether these SEM companies would fit in to help you get more sales and realize your company’s objectives; as well as to provide the right services in terms of what you’re paying for.
Understanding The SEM Landscape In Singapore
The steadfast growth of online users and consumers is always endlessly barraged by online advertisements. With this, SEM is slowly becoming a common method of digital marketing.
People would just use the Internet to look-up for specific things they wanted. The advertisers would then target these people who are looking for specific keywords in their searches. Employing these specific keywords is paramount importance to keep your brand more recognized by your target users in SERP (search engine result page).
In SEM, you pay each time your ads are clicked. The amount that you pay per click depends on the competitiveness of the industry. When an industry is competitive with a lot of SEM advertisers buying the same set of keywords, the cost per click tends to be on the high side. However, we should also look at the reason why advertisers are willing to pay $10, $20, or even $50 per click and use SEM to drive traffic to their website. This is because most likely they are getting sales and ROIs out of these clicks, that even when they pay a high cost per click, it gives them a positive return.
Why Work With A SEM Agency?
When it comes to SEM services, businesses in Singapore are always demanding an enhancement/Optimization for their online ads for better performance.
For this reason, many businesses will engage a professional SEM agency to manage their digital marketing campaigns. An ideal SEM agency can help you manage and reach this goal through a well-structured and well-managed campaign.
When you work with a SEM agency, they will also take care of the day to day management of the campaign and you can focus your time on other areas of the business.
What Are Some Good SEM Practices?
Good SEM practices and techniques can help your business to gain an advantage over your competitors. A well-planned SEM practice and strategy can merit your business a stronger online presence and better conversion rate that yields sales. Here are some fundamental examples of SEM practices:
– On Keyword Selection
With millions of searches being done in today’s search engine (like Google and Bing for example), users will use keywords in looking for a specific niche service or product that would meet their demands.
An experienced SEM agency will be able to understand the intent of the keywords, both short tail and long tail. Then they will group them into tightly-knitted ad groups so as to increase the relevancy to the ads. WIth a high quality score and relevancy, it leads to cheaper keyword cost-per-click and save you money.
Selecting the right keywords will also ensure your SEM campaign brings you the desired conversions.
– On Content Marketing and Using of Dedicated Landing Page (DLP)
Doing SEM in Singapore requires creating high-quality and distinctive content marketing; which is often arguably a challenging task to handle.
Local businesses in Singapore need to convey to their target consumers at a comprehensible level regardless of any language or form; given that people are constantly on the lookout and researching for desirable products or services.
They are looking for the right information and it is your task to give them what they are looking for and we should be mindful that these users are very conscious. Meaning, they know what they’re looking for. It could then lead to a transaction or just informational knowledge on a specific product/service.
It is also highly recommended to use a dedicated landing page when running your SEM campaign. A DLP is built with strong call-to-actions, that will lead to higher conversion rate.
With the help from your local SEM agency, they can assist you on content marketing as well as building a converting DLP for your campaigns.
– On Tracking and Analytics
Tracking and analysing campaign results is part of the job of a SEM agency. To run a successful SEM campaign, it is more than just buying keywords and putting your ads up on Google.
It is very easy to get clicks and impressions, but you should focus on the bottom line which is to get conversions. If you want to improve conversions, without proper tracking and data analytics, it is simply not possible.
Always ensure your goals conversion tracking is setup properly in your Google Analytics as well as Google Ads dashboard. This gives you a clear view on what works and what doesn’t work. Then with data, look beyond the aesthetic metrics such as clicks, impressions and CTR. Look at how your visitors interact with your content and your web pages, time spent on site, cost-per-acquisition, etc.
Reviewing the results of your SEM campaign takes time, but an experienced SEM agency should be able to help you with it.
Hot Digital Trends
Here are some important SEM trends you might want to look at:
– Personalised Ads
Knowing your customer nowadays is much easier.
With modern implementation on gathering data results, It’s easier to look up the basic data about your online customers than reaching out to them personally.
And no, we’re not talking about stealing people’s personal information.
What we have here is a new way of looking up at what your customers are mostly looking for on the web, how old they are, what videos do they like to watch, what type of brands they strongly prefer, how much money do they spend on buying online products/niche, etc.
These are the data that are gathered all throughout their online-usage experience and of course, with their own consent.
With these resources in your hand, you can tailor a personalised paid ads that specifically created for them based on their preferences from the acquired data. Using this kind of paid advertisement will increase your chances of success with your targeted customers and make them more engaged with your brand. Producing greater results effectively and efficiently without becoming oblivious to your customers’ likes and dislikes.
– Video Ads
People are becoming more invested in visuals and graphics when it comes to conveying a message or idea.
Video ads are becoming more popular nowadays in the social media platform. The way video ads present its information is much easier to digest and much more entertaining than bluntly reading a wall of texts where some consensus may find that too dry and boring. Video can reach more varieties of audiences. Old and young.
Which is why most ad campaigns would incorporate this kind of tactic to yield more attention because of its capability to become more viral.
With this type of format, you can tailor your content in a comprehensible and eloquent manner, thanks to the moving visual aid that can help them picture what you’re trying to communicate rather than leaving the task of interpretation up to them.
– Voice-Friendly Content
Like Amazon’s Alexa Skills, plenty of devices are now adapting voice features for their user’s disposal. With voice-driven devices emerging and growing at a steadfast rate in the market, SEM should respond to the adherence for a wider brand interaction across several platform devices.
Incorporating this will let the users have more freedom to choose their device of use when engaging with your brand.
– Wider Platforms
Alternative platforms beyond Google, like Amazon, Pinterest, Snapchat, Instagram and others are growing rapidly. With users spending more time on these platforms, brands are expected to move beyond the likes of Google and Facebook for wider reach.
Benefits Of SEM For Business
SEM is an effective paid online marketing strategy to get you more leads and sales.
A number of online businesses in Singapore, for example, are using website Optimization methods to garner a number of clients and paid search ads to market their brand and its products.
A decent SEM vendor will offer genuine SEM services and consultation that provides a sound strategy to help you elevate your business. These are the benefits of SEM for your local business:
– You Pay for Clicks and Not Impression
This one is a well-known SEM benefit and one core aspect of it. You only pay whenever someone clicks on your ad. This assures that you are only paying whenever you are getting someone’s attention online (assuming you have set the price you’re willing to pay).
– Increase Your Business Presence Quickly
SEM allows you to buy any keywords and launch your ads quickly. Your business can then be searchable online and start attracting potential customers.
– Measurable Results
SEM provides measurable data results that can be tracked and analysed.
With the help from your hired SEM agency in Singapore, you can get a precise track record and result from your local SEM campaign. This allows you to monitor and grasp a better decision-effort to help you reach your business’s goal within the period of the campaign.
– You Get to Set How Much You Want to Spend
Set what is comfortable and you can start off with any amount of budget. This lowers the barrier of entry and allows you to quickly market your business to your potential customers.
Hiring A Professional SEM Company In Singapore
With plenty of local SEM agencies that offer promising SEM services for your business, SEM is becoming a flashy yet effective form of digital advertising on the Internet. Using a search engine as a platform for ads, businesses can implement paid search ads that will cater to their respective consumers and increase brand visibility.
What should you look out for when choosing the right SEM agency to partner?
Firstly, you should have a strong criteria when it comes to evaluating an SEM vendor before hiring them aboard your business. Most SEM companies are different from one another. Yes, they specialise in SEM and they do have in-house experts, but what set them apart from one another is their strategy and their understanding of your business. Knowing each agency’s strengths and weaknesses can draw a line that will be distinctive enough for you to recognise which SEM agency in Singapore can provide a decent role to help you fulfil your business goals.
Things you should do before hiring an SEM agency for your campaign:
– Perform a Background Check
It’s important to know the background information of an agency, its track records and accomplishments. There are many SEM agencies in SIngapore. Take your time to check out their websites, their own SEM ads, their history, portfolio, etc.
– Check their Clients’ Feedback
This is almost a no-brainer yet sometimes, often neglected. A number of SEM companies like to paint themselves in a lighter and (sometimes) glorious tone. It’s crucial to determine what their clients say about their company, their services, and approach. Look-up an SEM company and check the comments and review from their clients.
Customer reviews provide a glimpse on how these SEM companies work with their clients and it’s more likely that their common experience might possibly tell what you could get from them. You should also know about what type of clients do they serve; do they cater to small-time businesses or do they work with large/international companies? Or both?
If an SEM company is getting a rave of great reviews, it’s a good sign that they are reliable and can provide honest service with real results.
Check with the SEM agency if they provide Google Ads dashboard to you. As they will be handling your media dollars, it is important that you see what you actually spend, directly from the Google Ads dashboard.
Also, check with them in the event if you choose to stop working with them, do you get to keep all the work that they have done and the Google Ad account ownership? You should have 100% ownership on this. If a SEM agency does not give you the ownership, it is time to think twice working with them.
– Discuss business goals.
SEM is not just about clicks and impressions. You need to look for an agency that is willing to discuss in depth on the business goals that they can help you achieve with SEM. For example, number of leads, cost to get a lead, etc.
When a SEM agency is open to discuss this, it shows that they are serious about achieving success for your business.
Search Engine Marketing In Singapore: The SEM Agency Pricing
With many tactics and strategies, there are a number of factors that determine the price of SEM. Additionally, SEM vendors that provide SEM services can range from a variety of packages/pricing models that can fit in with your advertising strategy, budget, campaign scale and duration.
There are many pricing models that you need to know as well as the mentioned factors above. But how much does SEM really cost? To be honest, there’s no such concrete answer, and the expectation isn’t enthralling enough to most people and clients. SEM in Singapore isn’t just as linear as buying a certain product from a seller.
SEM companies will usually based on the items below to determine the price of SEM:
– Media Budget of the Campaign
– Duration of Your Campaign
– Scope of Work
– Competitiveness of the industry
– Geographical Locations
The Pricing Models of an SEM Agency in Singapore
– Fixed Rate Model
This pricing model covers the entire span of your SEM campaign operation that is being carried all throughout the duration of your campaign.
This type of pricing lets you pay your SEM agency at a flat monthly rate unless you’re seeking to employ additional SEM strategies for your campaign; which cost extra fees and may likely negate the flat-rate fee.
This pricing model gives you a vantage position where you can expect decent predictability even in busy seasons since an agency pricing doesn’t alter or fluctuate. You can freely optimise and adjust your ad costs without worrying about the increase of expense and billing rate from your ad management group.
Due to its predictability in nature, this alone brings forth an advantage for your ad management cost and helps you further optimise your allocated advertising budget with anticipation.
– Ad Revenue Percent Rate Model
This type of pricing model lets you pay your local SEM agency based on your total committed media budget. For example, if you are looking to spend SGD$1,000 a month with Google, the agency might charge you 30% of $1000, which is $300 a month as the service fee.
This model might seem to be an attractive model because of its low service fee amount but it might not be the best option for you if your campaign requires a lot of optimization work to be done. If the agency is only making $300 a month and is required to do tons of work for your campaign, it does not make business sense to them. This might result in mis-management of your campaign.
Hiring a right SEM company is an important step for your business and you should never rush through it. Take your time to screen through every agency before you make a decision.