Today’s consumers can access the power of online search engines in seconds, utilizing their smartphone to locate and research a company before ever walking through the front door. Google performs nearly 4.5 million searches every day, with about 80 percent of users starting their online experience with the major search platform. Online searches are one of the primary driving forces behind website traffic, ranking well above social media and other methods. With the emergence of new technology, such as voice search and mobile search, experts predict that search activity will only continue to grow.
When you consider these statistics, the importance of securing brand visibility across search results becomes abundantly clear. Search engine marketing (SEM) holds the key to not only solidifying a place in the digitally-driven world, but also in harnessing the power of the Internet to drive traffic, boost conversions, and achieve serious results (like increasing gym membership, generating leads for your financial institution, and/or increasing online sales).
What is SEM?
Search engine marketing (SEM) is a type of digital marketing that focuses on increasing a website’s visibility and driving traffic through the use of paid advertisements. Until recently, SEM also encompassed the concept of search engine optimization (SEO) as well, but many digital marketers now consider them related by distinct entities. The goal of any search engine marketing strategy is to increase paid traffic referrals, incorporating a variety of tools in addition to paid aids, including competitor analysis, keyword research, ad extensions, and landing pages.
Google AdWords is generally considered the primary paid search engine platform, followed closely by Bing Ads. Using these platforms, you can purchase paid ads for your company, which can come in a wide range of forms and price points, including text-only and visual. Part of your SEM strategy will focus on keyword planning, which involves selecting keywords that are relevant to your prospective customers and can provide positive conversions for your company. Too many broad keywords can detract from your conversion rate, as will a lack of negative keywords. It’s also critical to focus on establishing a clear line of continuity between the search term, ad copy, and landing page to achieve the best possible results.
Essentially, SEM is a multi-faceted strategy for marketing a company by optimizing it through paid ads (like Google AdWords), incorporating SEO tactics, and by improving overall search rankings.
What Value Does SEM Hold for Businesses?
A solid SEM strategy can put a company’s products and services directly in front of a motivated customer, one who is likely to be prepared to make a buying decision soon. For many companies, search engine marketing is a cost-effective method for growing business, proving to be an invaluable tool for capturing the attention of online users. Companies that successfully utilize SEM to reach consumers will hold the key to standing out from the competition and developing a robust, long-lasting online identity that pays off for years to come.
What's the Most Effective Way to Approach SEM?
SEM is an invaluable component of any digital strategy – but it shouldn’t be the only tool in a marketer’s toolbox. Instead, SEM is most successful when integrated with other strategies like SEO and email marketing, working to amplify a brand and drive results.
Exact Digital Media: Your Trusted SEM Provider
In today’s fast-paced digital world, there are an endless variety of touchpoints for consumers, moving away from a linear path to the sale and transitioning into “micro-moments” instead. Today’s online user tends to operate from one of four different “moments,” conducting an online search inspired by one of the following desires: a need to know, purchase, or do something. These moments open the digital door and create the perfect opportunity to connect with a user interested in your products or services, and SEM is the tool that makes it all possible.
At Exact Digital Media, we have the industry expertise and tools to incorporate SEM as a solution for top-funnel, mid-funnel, and bottom-funnel strategies alike, enabling you to produce measurable, data-driven results for your clients. As a leading SEM provider, Exact Digital Media leverages the power of SEM to put your brand at the forefront of users’ digital lens at all levels of the buying funnel. We are a Premier Google Partner, demonstrating our industry expertise and allowing us to take an expert approach to implement cohesive SEM campaigns that drive high-quality traffic and boost conversions. As a result, solid leads and profits will increase, propelling your clients forward. Unlike other providers, we don’t take a one-size-fits-all automated approach; rather, our team of Google certified experts applies a clear understanding of SEM to create a customized solution to serve your goals.
Ready to learn more about how Exact Digital Media can help you capitalize on the impressive power of SEM? Contact us today and take the first step towards a path of growth and success.
Article written by: Gena Hamilton, Founder and Managing Director, Exact Digital Media, LLC
Connect with me: gena@genah3.sg-host.com
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