This the age of digital marketing and most companies besides going for traditional marketing have started preferring SEM to increase their presence on search engine results like Google, yahoo and Bing. The main strategy of marketing people today is to make sure that using SEO and SEM in perfect combination backs them good position on search engines results. SEM is the form of modern internet marketing where the business/marketing people target for good visibility in SERP with the help of paid advertisement.
Many times people confused between SEO and SEM. SEM is increasing traffic with the help of paid means but in SEO the tactics used to increase the website ranking organically. There are many ways through which marketing people uses SEM efficiently for the benefit of their business product and services,
- Improving landing pages: — landing pages are usually different from the base page that we come acrosswhen we open a company website. Marketing team today pays special attention to the landing pages to attract the visitor to purchase a good or the service of the company by completing the action. Some of the best examples of landing pages are signing to receive an E-book or information, contesting for anti-discount or for free coupon. It is the effectiveness of landing page that persuade the user to become customer of the company.
- Doing Keyword Research: — It won’t be wrong to say that keywords are base of the search as the right keywords use help company attract more visitors to the website it is mandatory for every company to pay proper time in conducting research about the accurate keywords that will help the company in their SEM campaigning.
- Ad auction: — Ad auction is increasingly being used by digital marketers and it is done through Google adwords which is gaining popularity in paid ads. The main thing to get the maximum bid is the amount of money company is bidding and the overall quality of the Ads means company should be willing to pay more amount to have their ad featured on Google plus concentrating on the attractiveness of the Ad and this two factors in combination are known as Ad rank.
- Quality Score: — Quality score depends upon click through rate and its effectiveness depends upon relevant content to the keywords company is bidding for and ofcourse the landing page is solid foundation. The best rule is higher the quality score of the company better success they will get in their Ads. The actual performance of the Ads given for the Ad auction clearly depends upon company’s bid and better quality score, so a company with higher quality score will have to pay less on the auction and will get good results.
SEM has better visibility than SEO. SEO no doubt pays more attention on placement of right keywords and relevant content to increase ranking in search results but the fact is that though in SEM company has to do investment like paid Ad. Paid Placement, but this is also reality that this method gives company better return on investment. We can say search engine marketing not only helps medium companies and MNC’s but small businesses to enhance their sales by becoming visible on the search results.