In today’s growing digital era, having a marketing strategy that can keep you competitive is an ultimate success. For this, Search Engine Marketing (SEM) guarantees to help you drive quality leads and achieve your sales goals.
Do you think we are exaggerating? Well, 75% of the users do not bother to open the second page of search engines. And being on the first page with SEM is equal to attracting all that potential target audience.
Online searches are winning the market. If you do not develop a game plan according to the trends, consider yourself out of the race.
Let’s look at how you can ace developing a captivating SEM strategy.
What is Search Engine Marketing?
Search Engine Marketing is where companies pay for advertisements by biding on the most relevant keywords searched by the target audience. These Ads appear on top of the SERPs (Search Engine Results Pages).
The companies have to pay every time a user clicks on these ads, and that’s is why these are also called pay-per-click (PPC).
But you cannot start with SEM just like that. It’s crucial to do a thorough research of the following steps and then move forward.
Why Should You Go With SEM?
Before moving on to SEM strategies, let us give you a clear understanding of why you should opt for this marketing strategy. There is often a debate between SEO and SEM, with which you should go. Here’s the answer to this confusion.
Search Engine Optimization (SEO) is an effective way of reaching the audience, but it takes time. You have to do on-page and off-page SEO for four to six months and then start seeing results. Undoubtedly, they are excellent results, but you will have to wait for it.
On the other hand, SEM is result-oriented and drives instant traffic to your guaranteed potential customers’ website. You have to put effort into keyword research, page optimization, and bidding.
A better marketing approach must be to use SEO and SEM simultaneously. Complete website optimization positioning at the top of the search engine will prove highly lucrative.
How to Develop a Captivating SEM Strategy
While developing a Search Engine Marketing Strategy, it is essential to advertise the most relevant content for the right target audience. Bidding high is not enough; relevancy is the key.
Here’s how you can develop your strategy.
1. Start With a Game Plan
Like we said earlier, you’re spending a good amount of money on SEM, and for that, you need to know every important detail.
Make a checklist of your goals, which page or service is worth paying for, and how much you will have to pay-per-click. Also, add your expectations from users, who your competitors are, and what approach they are using.
Conduct research on all the metrics before starting your SEM campaign.
2. Research Your Niche and Target Audience
What’s the point of advertising without setting the target audience? A vital step is to research your niche based on demographics, purchasing patterns, psychology, and how much they spend on what. With this, you can hit right on their pinpoints and achieve your goals.
Once you identify the , you can quickly determine which search engine platform will work for you. Google has an 86.6% search engine market share to give you a lead, followed by Bing with 6.7% and Baidu 0.54%.
3. Conduct a Keyword Research
Next comes the keyword research, which is the basis of your SEM strategy. You have to research the exact keywords your potential audience is searching for online. Keep in mind that the words have high search volume, variations of long-tail keywords, low Cost-per-click, and low difficulty.
Or, if you see a lot of competition, choose particular ones and win those truly potential leads that convert into long-term customers. Your keywords need thorough check and balance because the trends keep changing, and you aim to rank at the top.
4. Make an Ad Structure with a Budget
Ad structure is how people will see your advertisement. Will it target your overall business, any specific product/service, or further categorized groups with similar but different products? It combines to form your final ad copy.
Since you already finalize the keywords, it is crucial to stick with a budget. You cannot just keep spending like that. Once you conclude how much to spend on each ad copy, start running experimental ads. Whichever platform you use, there is a leverage of experiment; avail that for a week or so. Then you can decide if you want to go the same way or not.
5. Work On Your Landing Page
A landing page is where your users land once they click on your ad. And if you don’t work on that, you increase the bounce rates and waste money.
Start paying attention to the pages, make a customized call-to-action button for your audience, and make sure to provide an excellent user experience.
If you were working on SEO alongside, this step would be much easier. You will have an optimized website, and all efforts will be for adding more value.
6. Monitor the SEM Campaign
You don’t have to keep a check while experimenting only. That was one thing, but while you start running your SEM campaign, it is even more crucial to see if you are going in the right direction.
Keep looking into your competitors’ action plan and keep your strategy aligned with changing trends and algorithms. Don’t get overwhelmed with the clicks only; your primary target is to drive conversions. And if you don’t get them despite the clicks, you need to revamp your landing pages.
How to develop A Captivating Search Engine Marketing Strategy
Search Engine Marketing lifts your sales and revenues tremendously. Running a captivating SEM strategy can make or break your business. Believe us; if you go in the wrong direction, you will end up with no finances and an ineffective marketing strategy.
You need to spare a reasonable amount of time for strategizing your campaign according to the niche, target market, audience’s needs, relevant keywords, and your budget. Once you figure out the background, you bid better, and potential leads start clicking on your ad and provide desired actions. After which, you can see the results rolling with increased ROI.