When it comes to marketing, both small and large-sized businesses are always on the lookout for the most cost-effective strategies to adopt for their marketing campaigns. Due to the high level of competition in the business world, businesses are constantly looking for the most effective and least expensive ways of reaching their target audience. This is where the importance of search engine marketing (SEM) comes into play.
Over the years, search engine marketing has become one of the major tools used by businesses around the world to reach their target audience. The reason for that is because there are many benefits including being cost-effective, highly intent-driven, and comes with loads of other benefits for businesses.
This article covers some of the key benefits of search engine marketing. Let’s get right into it.
What exactly is search engine marketing?
Search engine marketing (SEM), which is also known as pay-per-click advertising is a paid advertisement on search engines. These ads can be found at the top, or sponsored section of the search engine results page. In simple words, SEM is the ads that you see at the top of SERPs (Google Search, Yahoo Search, etc) whenever you search for something. They usually have bolded “Ad” at the beginning.
If you are looking to get your business in front of your target audience, using search engine marketing will go a long way. Simply put, it gives your business the needed visibility.
Benefits of SEM
Now that you know what search engine marketing is, the next thing we will do is dive into the benefits. Whether you run a startup or large business, using SEM in your marketing campaigns can help in many ways. It comes with tons of benefits that can help grow your business.
1. Boost website traffic
One of the key benefits of search engine marketing is an increase in website traffic. If you have been struggling to boost your site’s traffic organically via search engine optimization (SEO), you can resort to SEM. In your campaign, using the right keywords and budget can help attract relevant traffic to your website. With SEM, your ads will only be shown to potential customers who are genuinely interested in buying your product/service. You can use search engine marketing as a short term strategy to generate traffic until your organic traffic starts to pick up.
2. Measure your campaign
Search engine marketing allows you to measure the performance of your ad campaign. With this, you can find out how online users are interacting with your ads at any given time. In other words, you don’t have to wait until the end of the campaign to know how your ad is performing. With SEM, you can check how many impressions your ad has received, the number of clicks, the top-performing keywords, and more at any point in time. It provides you with very important data.
With this information, you get to know what works and what doesn’t, and with that, you can make necessary changes and adjustments in your subsequent SEM ad campaigns.
3. Geographical Targeting
One of the things that make search engine marketing so effective is its geographical targeting features. This feature is very important for businesses that cater to people in a particular geographical location. Assuming your target audience are located in a particular area, SEM allows you to reach such people easily.
With the geo-targeting feature, you can reach your target audience wherever they are located. It allows you to set your ads in multiple languages and choose the cities, regions, and countries where you want them to show.
4. Instant results
If you are looking to reach your target audience and get fast results, search engine marketing is the way to go. Unlike search engine optimization (SEO) which is a long term strategy, SEM gives you fast results. You don’t have to wait for months as in the case of SEO before you start seeing results. Simply put, you get instantaneous results. This is why it remains the best option for businesses with a large budget looking to get fast results in their marketing campaigns.
5. Beat competitors in your industry
If your industry is a highly competitive one, you can use search engine marketing to your advantage. Since many businesses prefer the least expensive marketing strategies, chances are most of your competitors are relying on SEO to generate leads and boost sales.
As previously mentioned, SEM ads appear above all organic results in the SERPs. They are usually the first result many online users see when searching for something on search engines. As a result, they usually get more clicks than organic results in the SERPs. While your competitors are still relying on SEO, you can use SEM to catch new leads before they go to anyone else in your industry.
6. Increase brand awareness
In search engine marketing, search engines like Google allow advertisers to include the name of their brand in ads. As an advertiser, you can include the name of your brand in the description, headlines, etc. This can help boost awareness for your brand.
Since SEM ads appear at the top of search results, many people will see your brand name in the SERPs when making search queries. Even if they do not click on your SEM ad, they will definitely see your brand name (if included) in the ad. This would help boost awareness and let more people know about your business.
Search engine marketing (SEM) plays a vital role in the growth of a business. You can use it as a short term strategy to complement your SEO efforts. With the right keywords and budget, SEM will help you get your business in front of your target audience in no time. It gives your business a strong online presence and identity.