Search Engine Marketing | Must Marketing Tactics for 2019
Why Search Engine Marketing?
Search Engine Marketing (SEM), is very new word for the people running business of brick and mortars era. But, it is also quite new for the business who think that digital marketing is all about posting pictures and videos on Facebook, YouTube, and Instagram.
The most common problem faced by any digital marketing agencies, is that only few people and business have are clear with the concept of digital marketing. Those who know about digital marketing do not understand what Search Engine Marketing (SEM) is? And those who know little bit of Search Engine Marketing (SEM), they get quite confused while differentiating in Search Engine Marketing (SEM) and Search Engine Optimization (SEO).
Search Engine Optimization (SEM), refers to the marketing practice where business pay for their advertisements to appear on the search result pages and reach the targeted audience. Whereas, Search Engine Optimization (SEO), refers to the practices where business do not pay Google for getting traffics on their sites, rather earn free spot by having most relevant contents and targeted keywords.
The greatest strength of Search Engine Marketing (SEM) is that it allows business to put their advertisements on to the customers who are really willing to purchase their goods and services. Advertisers bid on keywords which the consumers might search in Google or Bing which gives advertiser to place their ads in front of their potential users. These ads are often, known as Pay Per Click (PPC) advertisement.
Below are some of the most common terms also used to refer to SEM activities:
we can select goal that would make your campaign successful by setting up sales , leads , website traffic , product and brand consideration , brand awareness & reach or app Promotion Campaigns Via 3 Different AD COPY such as SEARCH ADS, DISPLAY ADS, VIDEO ADS.
In addition to covering general paid search trends, you can find the most recent news about SEM and helpful tips to get started with PPC ads on the major search marketing platforms below:
- Google: AdWords/ADS
- Bing Ads
- Yahoo: Search Ads
Keyword Research is the foundation of Search Engine Marketing (SEM). The keyword typed by the customer determines what kind of product or services they want. Before you choose which keyword needs to be used, you need to do comprehensive keyword research management strategy. First, you need to identify which keyword is relevant for your business that customers are likely to click on your advertisement and buy your products and services. In addition, keyword research also helps in finding the negative keywords in search terms. For example, if you sell momos, you might want to exclude the keyword ice-cream recipe as the ones searching it may not be the targeted customers.
The Search Engine Marketing Ad Auction is the process of Search Engine Marketing (SEM) where, the advertiser or business bids for the ads. But, businesses misunderstand about it that whoever has the largest advertising budget wins. Although, budget plays certain role especially when targeting larger audience, it is not enough to win the bid.
The ad auction takes every time when someone enters a search query into Google. To enter into the ad auction, advertiser should identify which keyword to bid on and also state how much they are willing to spend to have their ads on. If Google determines that the keywords advertise contains user user’s query, it will be able to place ad in the auction. There are two main factors that Google evaluates as part of the auction process which are the maximum bid and the Quality Score of the ads.
Google calculates these metrics during the ad auction to determine placement of advertisements. The result is calculated through ad ranks.
The Importance of Quality Score in Search Engine Marketing (SEM):
Google Quality Score comprises half of the ad rank formula is one of the most crucial metrics of Search Engine Marketing or Metrics. High quality score helps in achieving better ad position at lower cost because Google favors ads that are highly relevant to the users.
In Nepal, people have just started to understand the concept of digital marketing. So, Search Engine Marketing (SEM) is very new term to people and businesses except the digital marketing agencies. It will take certain time for people to adopt and understand the concept of Search Engine Marketing (SEM) and invest their advertisement money on it. But, as digital marketing has emerged in Nepal, as seeing from the past years, the concept of Search Engine Marketing (SEM), will also gradually emerge after some years in every businesses whether small or multinational corporations.
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