What is Search Engine Marketing? how to do it in the right way?
What is Search Engine Marketing?
Search Engine Marketing uses paid ads that appear at the top of the search engine results page to drive customer action and engagement. Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services which gives the advertiser opportunity for their ads to appear alongside results for those search queries.
These ads, often known by the term pay-per-click ads, come in a variety of formats. some are product listing ads(PLA also known as shopping ads) are visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.
Search Engine Marketing's greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they're ready to make a purchase.
Key Takeaways
Search engine Marketing now usually refers only to paid ads, while search engine optimization refers to free search engine marketing efforts.
SEM matters because most customers searching for a product in search engine marketing are ready to buy.
SEM can target loyal customers and create brand awareness.
While Search engine marketing may not be the last touch in a customer's journey, it is an essential factor leading to customer conversions.
Keywords and Account structure.
Another crucial aspect of keywords that is essential for the success of a search engine marketing campaign is account structure.
Logical keyword grouping and account structure can help you achieve higher click-through rates, lower costs-per-click, and generally stronger overall performance, and keyword research can help you think about how to best structure your account.
Google Ads and Bing ads accounts should be structured in the following way for optimal results:
As you can see in the Above Figure, a perfect Google Ads account structure is comprised of five distinct elements:
1. Ad campaign
2. Ad groups
3. Keywords
4. Ad text
5. Landing pages
Ad campaigns can, should in many cases, focus on similar products or services. for example, if you run a hardware store, one ad campaign could focus exclusively on autumnal products such as leaf blowers, rakes, and leaf bags, whereas another might focus on power tools and so on.
Search Engine Marketing Ad Auction
One of the most enduring misconceptions about search engine marketing is that whomever has the largest advertising budget wins. Although a larger advertising budget can certainly be advantageous, especially when targeting highly competitive keywords, it's far from a requirement for success with search engine marketing. this is because all ads go through a process known as the ad auction before appearing alongside search results. for the purposes of this explanation, we'll be focusing on the ad auction in Google AdWords.
How the Ad Auction Works
The Ad auction process takes place every single time someone enters a search query into Google. to be entered into the Ad auction, advertisers identify keywords they want to bid on and state how much they are willing to spend to have their ads appear alongside results relating to those keywords. if Google determines that the keywords you have bid on are contained within a user's search query, your ads are entered into the Ad auction.
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