#4: 3 Reasons SEM is Going To Make or Break You

By Adam Dince, Digital Marketer: SEO, Social Media, PPC, Analytics & Content Strategy  (@AdamDince) Introduction I think we can all agree that searching online for products and information …

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By Adam Dince, Digital Marketer: SEO, Social Media, PPC, Analytics & Content Strategy  (@AdamDince)

Introduction

I think we can all agree that searching online for products and information is now ingrained in our collective DNA. In fact, there are over 100 billion searches, every single month, on Google alone. Search is an important part of our everyday life.

“Search is the #1 driver of traffic to content sites, beating social media by more than 300%” – Outbrain 

This article covers:

  • What is Search & How SEM Fits In
  • Three Things You Need To Know To Rock SEM

What Is Search & How SEM Fits In

When we enter keywords into a search engine, we’re essentially expressing intent. We’re searching to find something we need. Whether it be searching for an answer to a question, a comparison of products we’re considering purchasing or looking for a local restaurant, we rely on search engines to help us solve problems.

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Search Engine Marketing (SEM) is the practice of optimizing your Web presence in such a way that makes your brand highly findable when people search for products, services and information you provide. Becoming findable happens through paid search advertising (PPC) and organic search optimization (SEO). If you’re unfamiliar with SEO & PPC, I highly recommend this recorded Webinar primer, I recorded for Deluxe Corporation customers.

Three Things You Need To Know To Rock SEM

If you’ve been around the online marketing block for a while, you know how fast marketing technology changes. Search engines, particularly Google, are no different. Google is constantly updating its organic search ranking algorithms and PPC features/functionality. Here are three things you need to know to maximize your search marketing opportunity: 1. Maximizing Your PPC Budget Is Key to ROI: There are a few basic PPC practices that are core to efficient spending. Negative keyword management, keyword match types,

1. Maximizing Your PPC Budget Is Key to ROI: There are a few basic PPC practices that are core to efficient spending. Negative keyword management, keyword match types, geo-targeting and higher quality scores. In addition to that, Google’s given us two new features that allow us to make our PPC spend even more efficient and effective. a. Remarketing Lists for Search Ads (RLSA): Google now allows us to target PPC ads SPECIFICALLY to people who have

a. Remarketing Lists for Search Ads (RLSA): Google now allows us to target PPC ads SPECIFICALLY to people who have visited to our Website(s). Prior to RLSAs, the only way to retarget website visitors was through display ads. With RLSAs, we can apply that same technology to search ads. This is big because search ads convert at a much higher rate than display and we can save money by focusing spend on people who have expressed interest in our brand. There’s much more to be said about this topic, potentially in a future post.

 

b. Customer Match: If you’ve ever uploaded an email list and run a custom audience campaign for Facebook or Twitter, then you understand the    principle behind Customer Match. With Customer Match, we can upload email lists to our AdWords accounts and have PPC ads return when those     people are searching for things related to our products, services and brand.

Again, we can maximize budget by looking for areas to be more efficient and effective. Not properly managing budgets can break your margins, and if you’re an agency, cost you clients

2. Search Results Are Now Personalized: For years, the major search engines have been working on making search results more personalized for the individual searcher. Brands have proven that personalized Website experiences may result in significantly higher conversion rates. In fact, according to Triblio, marketers experience average increases of 20% in sales when using personalized Web experiences. Similarly, search engines hope to improve their

Brands have proven that personalized Website experiences may result in significantly higher conversion rates. In fact, according to Triblio, marketers experience average increases of 20% in sales when using personalized Web experiences. Similarly, search engines hope to improve their user-experiences and results through personalization.

Brands have proven that personalized Website experiences may result in significantly higher conversion rates. In fact, according to Triblio, marketers experience average increases of 20% in sales when using personalized Web experiences. Similarly, search engines hope to improve their user-experiences and results through personalization.

With a little marketing elbow grease, brands can influence how their Web properties appear in personalized search results. To learn more about how to appear more often in personalized results, check out an article I wrote a few years ago “How To Get Ahead In Google Personalized Search”. The same strategy applies today with one major addition, marketing automation. Per the article link above, Google personalizes search results based on browser history, so they key is to get people to visit our Websites multiple times, to prove to Google that we are a “preferred” destination. The more effective your marketing automation, the more efficient you’ll be at influencing those key personalized results.

3. PPC & SEO Can Fuel Marketing Automation Success: In order for marketing automation to work, we need Website visitors to create necessary user profiles. Search marketing is still the number one way to drive qualified traffic to our Websites. Why? It’s simple, because search marketing reaches people in the exact moment they’re looking for what we have to offer. Keep in mind; search marketing is a highly competitive environment. Advertisers are spending over $100 million dollars a day, with Google alone.

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Conclusion:

To summarize, search engine marketing SEM is a crucial component of online marketing. Using SEM properly can generate incredible results. Using SEM incorrectly can cost you more than your return. Not engaging SEM at all can give your competitors, the competitive edge.

Don’t forget to follow me and join he conversation @AdamDince

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