Strategy for Search Engine Marketing
Strategy for Search Engine Marketing: To make sure that your company’s goods or services are noticeable on search engine results pages, you can use SEM, or search engine marketing (SERPs).
SEM makes it possible for your company to show up in response to a user’s search query when they enter a specific term.
Approach to SEM
- SEM strategy essentially entails optimizing paid search ads with a certain objective in mind.
- You need to have a solid understanding of how paid advertising platforms operate and be able to control factors like keywords, budget, and text that have an impact on performance.
- In light of this, the following are some of the elements that should be considered while developing your plan for paid advertisements:
- The first step in any pay-per-click (PPC) plan is selecting the appropriate keywords to bid on.
- This entails conducting research to choose the keywords to bid on, or, to put it another way, the queries you want your ad to appear for.
- Start by coming up with brand names, product terms, and even terms that characterize your rivals.
- You might only want to bid on keywords with buying intent if you have a limited budget.
- However, if you have a bigger budget, you might discover that you have leeway to bid on phrases that are only weakly related to your products or that target earlier stages of the buyer’s journey.
Volume and competition of keywords
- You won’t see any results from your ads if no one is looking for your target keywords. Meanwhile, really popular keywords are more likely to face competition (and, in some cases, lose relevancy).
- Relevant, high-volume, low-competition keywords are ideal for keyword research, but they may be difficult to find. Then, it becomes a balancing act between budget and demand (volume) (competition).
- The bid you set for the keyword and the ad’s quality rating from Google are what determines where your ad will appear. The top placement is won by greater bids and better advertisements.
- High-competition keywords consequently wind up being more expensive. You’ll want to make sure you can be competitive based on how much competition there is for the keyword because bidding too low can result in your ad not being displayed.
Structure of Accounts and Campaigns
Theoretically, you could group all of your keywords into one bucket and show one advertisement for the entire collection. However, a few high-volume keywords will consume most of your cash, lowering your quality score. Because of this, properly configuring your Google Ads account is crucial.
The tiers of structure for Google Ads campaigns are as follows:
- Ad – The text that appears for the keywords you’ve selected.
- The terms you are bidding on are known as keywords.
- Ad Group: Theme-based groups of related keywords.
- The most advanced level for managing ad groups is a campaign.
You’ll be able to assess what’s effective and ineffective at each level, giving you an additional knowledge about performance and how your money is being using.
Also Read: What Is Inbound Marketing?