We have been hearing a lot about how Search Engine Marketing is taking over Search Engine Optimization and how SEM is the way to go in order to get the brand exposure. Why is it important? Should we be using it? These are the questions that I will be cover in this blog.
It is a way to market your products, business and brand using paid advertising online. The term Search Engine Marketing means advertising done on SERP (Search Engine Result Page). As a SEM Specialist, I will often have to create Google Ads campaigns for clients. Google Ads are incredibly useful in many ways which we will be discussing in this blog.
There are many types of ads within Google Ads that users can utilize. Each type can be used with either together or different purposes.
This type of ad is the most common type that is being used right now and has the highest conversion rate. Why? Because if people are searching for something related to your product or services, then that means that person is either wanting to purchase or curious about it. The chance of getting that conversion will be high compared to other types of ads. We want to use this ad to solidify that person’s mind.
These are the image ads that you would usually see on websites. Though the click-through-rate or the amount of clicks isn’t as great as Search Ads, I find Display most useful when it comes to Remarketing.
Have you ever gone into a site, leave and then suddenly you’ll see ads coming from that site whenever you go onto other sites? That’s the power of Remarketing. I love doing Remarketing because it increases the chance of getting that conversion by reminding them what they just saw.
A great tool for any ecommerce sites. They are extremely useful. You will need access to Google Merchant Centre and upload an Excel file with information about your product. Don’t worry, the Merchant Centre has a template for you as an example on what you need to upload. It’s another way of getting that exposure, however, there are some drawbacks as well. I have a client, who has over 400 different brands and more than 10,000 products in total. Imagine trying to categorize that! I would not recommend this for people that wants to have that many products shown. In addition, there is a limited space to put your content.
This is unbelievable and extremely useful. I find that using this as brand exposure works really well. Those 30 seconds is your chance to get people to know your brand.
Good question! There are 2 main purposes that we usually use SEM.
Taking surveys and calling people to ask questions might not be very accurate sometimes. Often people lie. As a result, your market research might not be correct. If we use Google Ads as part of your market research, we will be getting some solid data.
If people are googling a product or a service, chances are, he/she is interested in it. We can then use this to determine who our target audience is. We will know the age group, gender, location and even the time people go online.
Google ads are just like normal advertisement. We need content in order to attract people clicking on it. This is where we can use this opportunity to create adcopies that are related to the conversion funnel.
Quick Reminder, the Conversion Funnel consist of:
You can create different campaigns for each stage of the funnel with different types of adcopies. For a more in-depth look into the Conversion Funnel, I will be posting a youtube video about it. Do stay tuned!
SEM is definitely very important nowadays. There are a lot of factors that will determine how much will it cost and what position are you ranking on your ads. As a result, I strongly believe that SEM can be used as an opportunity for small businesses to compete with bigger businesses. As a Digital Marketing Instructor and a Search Engine Marketing Specialist, I would be more than happy to share some insights with you. Please feel free to contact me when you want to learn from a Digital Marketing Consultant.
Leon Wong, Digital Marketing Instructor