In this blog, you will learn what is search engine marketing optimization. What are the different
types of strategies in SEM? How can you utilize all of the strategies for your
online businesses, website, landing page, or blog so that you can get more
visitors more clicks, and hence helping your business to grow so that you can
make high revenue
What is Search Engine Marketing
Let's suppose a buyer wants to purchase something online. For the sake of understanding, we will take the example of mobile headphones. The first step that buyers will do is to go on google or any other search engine and type headphone and press enter. After that, the buyer will be shown a ton of different options on the google page as shown in the picture below.
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| Example from google |
The top four links that buyers will see are the ones for which companies are paying Google. The reason why Google is getting paid is that these top four links will get maximum traffic and alternatively more sales. You as a seller only have to pay when someone clicks on your link which is why sometimes SEM is also called Paid Per Click (PPC). This is how online businesses are doing marketing on search engines and the whole process is known as Search Engine Marketing.
SEM is the best way to promote your product in front of the world because your ads will only be shown to the buyer when he/she wants to purchase the product. For example, if a buyer wants to purchase a mobile headphone then and only then the buyer will write it on any search engine and after writing it, on the result page buyer will see your ads hence chance of getting conversion is much more.
The most important part of SEM is keyword selection. In the next part of this blog, we will discuss what is a keyword? How do you have to select keywords for your advertising campaign? After keyword selection, we will move on to the next step which is how to optimize the SEM campaign.
Keyword
The keyword is a combination of words or in some cases a single word that the user will type on the search bar to see the results (in most the cases to purchase) on the google page or any other search engine page.
When you are planning to start an SEM advertising campaign for your product. The first and most important step is to select keywords for your campaigns. In simple terms it means that select the words that most of the buyers are typing in the search bar (keyword) of the search engine to buy the product of their choice.
So in the case of mobile headphones do your research on finding out what people are writing on the search bar of search engines (keywords) and after that make a list of 20 to 30 keywords. Check the search volume of each word check the difficulty level also and after that chose your top 10 keywords.
Search volume means how many times per month people are typing that particular word and difficulty level will indicate how much of effort is required to rank your product against that keyword. There are many tools that can help you in doing keyword research like semrush, ubersugest, google keyword planner, spyfu, wordstream. Check the following picture to see the details of the keywords.
Chose keywords that are having high search volume with low Paid and SEO difficulty. After your keyword selection, the next step is to tell google that I will pay you if you place my product ad on the first second or third place of the result page. To do that you have to go through the bidding process which we will discuss next.
Understanding the Bidding Process for KW
You have selected your keywords in the previous section. Now you are ready to enter an ad auction. We will focus on google ads for ad auctions.
Let me explain again what is ad auction. Whenever a potential buyer places a query (keyword) in the search bar of Google or any other search engine, the buyer will see different results the first four slots on the page are for commercial purposes. Where companies are paying Google to show their ads on the keywords that buyer has typed.
Let's suppose the buyer typed headphones. Now at the back end, Google is telling the business owner that I have one keyword (headphone) and if you want your online store to come number one on the result page you have to pay a specific amount which is basically CPC. If there are 5 companies in the competition one of them will answer google that I will pay you 1.2$ (depending on how much google is bidding on that word, normally you should bid 20% more than what Google is offering to win the bidding process) if you place my ad on the first position and other company will till I can give you 1.25$ if you place my ad on the first position and other companies also will bid the company that is bidding more will win the auction and their product will come on the first slot after that other company will take second third and fourth position.
Why do companies want the first position? The answer is because the first position will get maximum traffic and the chances of converting this traffic into sales are also very high.
All of this auction work is done on google ads, The interface of google ads is very easy to understand. The bright side of SEM is that you can check daily how much you are earning from this advertising strategy. You can change your campaign also if you feel that there is something to fix.
Once you have run the campaign long enough and now people know that there is an online platform where good quality headphones are available. You will notice that your organic position is also coming up. When an organic position is high enough stop your advertising campaign and get your sales organically without paying google. This is how SEM helps you to grow your business and also create brand awareness among the audience.
If your keyword is excellent (relevant) still winning the auction is not guaranteed. The ad auction considers two main factors when determining which ads to be placed on search engine result pages (SERPs). One is your maximum bid and the other is your ad Quality Score.
Quality Score is basically google testing your keyword relevance, your landing page, quality of your ad. All these factors plus your maximum bid will determine your placement on the SERPs. You can find your quality score in your keyword status column ranging from 1 to10. The more relevant your keyword is more chance you will have that buyer will click on your link and will reach your landing page an attractive landing page will give you more edge to convert this potential buyer to your customer,
Now you have all the knowledge of SEM and KW. Bidding process the next phase is how to optimize your search engine marketing technique.
How to Optimize SEM
What does optimization of anything mean in the online world? It means that you have to make your website, blog, landing page, listing on Amazon, etc. much more searchable or in other words, the editing that you do on your website to make it more visible (you can say attractive also) to the user is known as optimization.
Optimizing SEM means you have to check very carefully all of the factors that can affect the ranking of your listing on search engine result pages (SERPs). If your product is headphones, all of the keywords that you will pick must have a "headphone" word in it. The last thing you want is to pick a wrong or less relevant keyword and start wasting your hard earn money.
The other thing you must focus on is how your ad is created, the title of your product, and the meta description all these factors will determine your quality score and will decide whether or not you will the ad auction or not.
SEM vs SEO
Search engine marketing SEM is basically a paid version of getting your product or web page to get ranked on SERPs, you have to pay a certain amount when someone clicks on your ad as explained earlier. So in SEM businesses pay Google to show their ads in the search results.
Search Engine Optimization SEO is different from SEM, you don't have to pay anyone for traffic or clicks. All you have to do is create your content super relevant to your niche so that whenever a user searches for something related to your niche your article or product should come in the search result. SEO is mainly an organic method to get traffic and rank your business on SERPs.
SEO and SEM should be used as a combination to build your business. SEO will give you permanent traffic the user eventually will become your customers and next time also they will purchase from you. SEM is a cost-effective way that will help you to get your organic rank up quickly and once your organic rank is high enough you can stop the SEM campaign.
Conclusion
If you just started your online business you have to do SEM. SEM is paid marketing technique that will help your business to grow and also help to move your organic rank up.
In SEM you have to choose your keywords very carefully after that you have to enter a google ad auction for bidding. Winning an auction depends upon your keyword relevancy and quality score.
Thank You..!!
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