Search Engine Marketing and How it Works in 5 Simple Steps

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Search Engine Marketing and How it Works in 5 Simple Steps

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Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace by purchasing Ads on search engines such as Google, Yahoo or Bing. The SEM practices revolve around the promotion of websites in SERPs to optimize the brand presence and conversions. SEM utilizes paid and unpaid advertising means to optimize the promotion of online businesses, With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online. And today we are going to tell you What is Search Engine Marketing to help you understand how both ‘paid & unpaid means’ work under the umbrella term Search Engine Marketing.

Here are our five steps that will guide you know What is Search Engine Marketing:-

1- What is Search Engine Marketing | Definition

Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid methods. Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business.

To understand what is Search Engine Marketing, it is must understand both paid and unpaid methods of Search Marketing. SEM is one of the best ways to use competitive cost per acquisition techniques to draw in new customers, improve ranking in SERPs, boost Search Engine presence, and optimize other marketing campaigns. The primary aid of Search Engines is to deliver exactly what a searcher is looking for, and SEM assists businesses to influence Search Engines to display their Ads to searchers.

These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.

 

To understand what is Search Engine Marketing, you should understand the factors upon which SEM Depends-

  • Understanding the target audience
  • Setting specific goals for the Ad campaign
  • Selecting the right keywords to target
  • Arranging those keywords into focused campaigns and ad groups
  • Creating compelling advertisements
  • Guiding traffic to a landing page, which delivers the right information and is optimized to convert

 

2- SEM and SEO: What's the difference?

Generally, “search engine marketing” refers to paid search marketing, a system where businesses pay Google to show their ads in the search results.

Search engine optimization(SEO), is different than Search engine marketing (SEM) because businesses don’t pay Google for traffic and clicks; rather, they earn a free spot in in the search results by having the most relevant content for a given keyword search.

Both SEO and SEM should be fundamental parts of everyone online marketing strategy. SEO is a powerful way to drive evergreen traffic at the top of the funnel, while search engine advertisements are a highly cost-effective way to drive conversions at the bottom of the funnel.

3-Learn How to Earn Traffic via Paid SEM

PPC or Paid Search Engine Marketing assist you to implement an Online Advertising System that increases the visibility of your website and drives online traffic to your websites and for that, you need to pay a certain amount to the publisher when your PPC ad is clicked. Different entities incorporated in PPC advertising are-

  1. Product Seller
  2. PPC Marketer
  3. Landing Page
  4. Landing Page Provider
  5. Viewer or the Visitor

General formula to calculate PPC is- Pay per click ($) = Advertising cost ($) ÷ Number of ad clicks

The success of a PPC campaign depends upon how well-written, effective, convincing, and concise your Google AdWords Ad copy is. To run PPC AdWords campaign, you need to follow these steps-

To know what is Search Engine Marketing, it is important to practice below given 4 steps-

  1. Know the elements of PPC Ads that are important to frame any AdWords Ad. Elements of a PPC Ad are-
  • Headline 1 and 2
  • Display URL
  • Description Line 1 and 2
  1. Identify your True Competitors and let your users know seller’s Assets, USPs, and Your Credentials
  2. Create an effective CTA and write your Ad Copy
  3. Add Extensions, repeat keywords on landing pages, and conduct test

4- The Search Engine Marketing Ad Auction

One of the most enduring misconceptions about search engine marketing is that whoever has the largest advertising budget wins. Although a larger advertising budget can certainly be advantageous, especially when targeting highly competitive keywords, it’s far from a requirement for success with search engine marketing. This is because all ads go through a process known as the ad auction before appearing alongside search results.

How the Ad Auction Exactly Works

The ad auction process takes place every single time someone enters a search query into Google. To be entered into the ad auction, advertisers identify keywords they want to bid on and state how much they are willing to spend (per click) to have their ads appear alongside results relating to those keywords. If Google determines that the keywords you have bid on are contained within a user’s search query, your ads are entered into the ad auction.

How Ads ‘Win’ the Ad Auction

Not every single ad will appear on every single search. This is because the ad auction takes a variety of factors into account when determining the placement of ads on the SERP, and because not every keyword has sufficient commercial intent to justify displaying ads next to results. However, the two main factors that Google evaluates as part of the ad auction process are your maximum bid and the Quality Score of your ads.

The maximum bid is the maximum amount you have specified you are willing to pay for a click. Quality Score is a metric based on the overall quality of your advertisement. Google calculates these metrics during the ad auction to determine the placement of advertisements. The result of this calculation is known as ad rank

5- Know Steps involved in Search Engine Marketing

Define an Effective Search Marketing Strategy

  • You should define your target audience and identify their needs and motivations
  • You should also know how your particular product or service could be best to serve their needs
  • You should review the market position of your business and identify your competitors
  • Now you need to identify important goals and benchmarks suggested by best ‘What is Search Engine Marketing Guides’ and they are search ranking, website traffic, sales, and other important ROI metrics

Select Right Keywords for your SEM Campaign

  • Next step according to ‘What is Search Engine Marketing Guide’ is to select the relevant keyword phrases, plus, you should also go for the keywords that your target audiences frequently search for
  • You should conduct brainstorm sessions to know the popular terms that your audiences use while searching for the kind of product and services that you offer
  • You should constantly interact with your best customer, sales and customer service teams to find out the frequently used phrases
  • You can also use keyword research tools for compiling a list of highly searched keyword terms 

Optimize the Content of your Website

  • To optimize your site content for SERPs, it is important to focus on landing page of your site and the structure of the website should be simple and search engine friendly
  • The important suggestions that What is Search Engine Marketing Guides give about site optimization is every marketer needs to understand that search engines look for the underlying code of sites while visiting your website
  • You should always go for precise, crisp, interesting, clear, and correct content that can engage your users
  • It is very important to use relevant keyword phrases in pages title tags, directory names, heading tags, file names, meta tags, and alt tags
  • You must pay heed to your Meta description, which is shown in the search results below your link and offer a great opportunity for you to draw in visitors to your Website

Submit Your Site for Indexing

  • Next thing that you should do is submit your site for indexing as this lets your site be visible online to the customers
  • You need to let all your site pages get indexed by the search engines. To quicken the process, you can submit your site to DMOZ.org which is an open directory project

Add Quality Links to Your Website

  • According to ‘What is Search Engine Marketing Guides’, this one is one of the most important steps and marketers have to build links to their site from valued links of other sites that your targeted visitors frequently visit
  • Having quality inbound links is directly proportional to the popularity of your site in the eyes of search engines
  • It is also important here to create site content that is link-worthy, and for this, you need to create engaging and informative content on your site
  • You should also try to get links from business partners, trade associations, vendors and customers

Manage Paid Search Advertise to optimize your SEM Practices

  • As per ‘What is Search Engine Marketing’,  Paid Search Engine Marketing is one of the integral parts of today’s Search Marketing
  • You should bid on the most relevant keywords, plus, you should also make sure that your products are interesting to your potential customers

Measure Success of Advertising Campaigns

  • Measuring success of your campaign is one of the most important Search Engine Marketing tips advised by ‘What is Search Engine Marketing Guides’
  • To measure the success of your SEM campaign, you need to gauge CPC, Clicks, CPR, Impressions, Bounce rate, ROI, etc.
  • You should use Web Analytics for monitoring progress and problems of Search Engine Marketing Strategies
  • You should always Monitor your position in SERPs and plan strategies for improving your search results

Improve the quality score

Given that Google AdWords’ Quality Score comprises half of the ad rank formula, it is one of the most crucial metrics search engine marketers can focus on. High-Quality Scores can help you achieve better ad position at lower costs because Google favors ads that are highly relevant to user queries.

Succeed at Search Engine Marketing with Volrum

At Volrum, we eat, sleep, and breathe search engine marketing. Whether you’re a newcomer to paid search marketing or a seasoned professional, we want to provide you with everything you need to succeed in search engine marketing.

Our integrated PPC management platform, Volrum‘s Advisor, makes managing your search engine marketing campaigns easy and efficient, leaving you more time to focus on what really matters – growing your business

And don’t forget to share your thoughts in the comment section.
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8 Comments

  1. Barney says:

    nice article

  2. glakymum says:

    nice

  3. nenevemn says:

    La magnifica idea

  4. nenevemn says:

    nice blog

  5. JulioNUp says:

    Hello.
    If you need to have so much quality traffic without only a few body movements, you can find the funniness

  6. nenevemn says:

    I have been absent for a while, but now I remember why I used to love this site. Thank you, Ill try and check back more frequently. How frequently you update your site?

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