Succcess for Modern Businesses with Strategic Search Engine Marketing
Search engine marketing (SEM) increases the visibility of a website on search engine results pages (SERPs) through the use of paid advertising. No wonder pay-per-click (PPC) advertising has gained popularity in driving success for modern businesses.
Core Components of SEM
1. Pay-Per-Click Advertising
Pay-per-click (PPC) advertising is the most widely used type of search engine marketing (SEM). For businesses, they must pay for ads to appear in SERPs when users search for specific keywords. When a user encounters these ads, they will notice ads displayed at the top or bottom area of the search results labelled as “Ad.”
2. Search Engine Optimisation (SEO)
As part of SEM, the purpose of SEO is to optimise a website to rank higher in organic or unpaid search results. This aims on the long-term growth of a business, unlike the immediate impact of PPC advertising.
How SEM Works for Business
1. Keyword Research
SEM works in keyword research by identifying high-performing keywords that are relevant to your business. This will identify the terms and phrases that your target audience is searching for. These are then categorised into primary or high intent and secondary or supportive keywords.
2. Campaign Creation
This is intended to craft ads with compelling headlines, descriptions, and calls to action. The purpose of this function is to develop engaging and effective ads that will target specific keywords.
3. Bidding Strategy
This feature will enable advertisers to bid on the keywords to determine the ad placement. When a bid is higher or ad quality is better, it will lead to higher positions. This will define how much you are willing to pay for each click or impression.
4. Target Audience
The use of SEM is to target audiences through the creation of ads based on location, device, demographics, or search intent. The purpose of this approach is to reach the most relevant audience for your business.
5. Ad Placement and Auctions
This will decide the placement of your ad on the search engine results pages (SERPs). It works in search engines like Google to run real-time auctions for every search query. Factors that influence its placement are bid amount and the ad quality score.
Why Use PPC Advertising
You can take advantage of PPC advertising from King Kong if you are looking to quickly attract a targeted audience and drive measurable results. Unlike SEO, PPC delivers instant visibility, instead of taking time to build organic rankings. It also shows ads on SERPs right after the campaign launches.
It is also advantageous because it allows smaller businesses to compete with larger companies by targeting niche keywords and audiences. That said, PPC is a powerful method of advertising, as it offers a flexible and efficient way to achieve your business goals.
