Search Engine Marketing

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Search Engine Marketing

Aravali Search Engine Marketing Services

Search engine marketing or “SEM” consists of cumulative efforts to promote a website in paid and organic search listings. SEM is a primary driver of business growth and customer acquisition for many ecommerce stores.

The term "SEM" is used in varying applications. In some organizations, SEM refers exclusively to PPC (pay-per-click) paid search marketing (or even more specifically, Google AdWords). Other marketers use SEM as an umbrella term that describes all marketing efforts that influence performance in search engine listings, including organic results. Term "search marketing" can also be used to describe both paid and organic search results.

Purpose of SEM

The purpose of using Search engine marketing is to generate more traffic by use of paid search services such as google ads. SEM is also famously known as a Pay-Per-click advertisement.

search engine marketing

Search Engine Marketing (SEM) refers to several revolutionized paid techniques and strategies that a business can employ to improve and increase the visibility of its website.


These ads could be found in any of the top 4 or bottom 3 search results in SERP. Paid ads are differentiated from organic results with the words “Ad” highlighted before the search result. The best platform to implement search engine marketing is Google Ads.

Let’s look at the types of Google Ads

Text Ads –

These are the basic ads and look exactly like a regular organic search on Google except for the words “Ad” mentioned on the left side.

what is text ads
Image Ads –

You can add an image or a banner on different websites that have partnered with Google.

what is image ads
Video Ads –

Similar to image ads, you can add a video on different websites that have partnered with Google.

what is video ads
YouTube Ads –

You can run ads on YouTube in between videos as well.

what is youtube video ads
Shopping Ads –

Here you can add images and links to various products. It is most beneficial for an ecommerce store.

what is shopping ads

  • These are the 5 main types of ads that you can run on 2 distinct networks, i.e, Search Network and Display Network.
  • Ads that are shown on the search engine result page fall under the search network. You can show text and shopping ads here.
  • Ads that are shown on the Google partnered websites fall under the display network. You can show text, image, and video ads here.
  • Search engine marketing has undoubtedly revolutionized the way ads are targeted, allowing many businesses to gain more exposure and reach a larger audience.
  • Here are some benefits of search engine marketing

    The most popular vehicle for paid online searches is Google AdWords, due to its leading market share in the search space. The second-most widely used paid search system is Bing Ads, used on Bing and Yahoo search engines.

    search engine marketing
    search engine marketing

    Top 11 Benefits of SEM

    Below are the benefits of Search Engine Marketing

    • Highly Intent-Driven
    • Quick and Easy to Manage
    • Fast Results
    • Boost Traffic
    • Beat Competitors’ Search
    • Negative Keyword Option
    • Measure Your Ad Camp
    • Control On Your Spending
    • Brand Awareness
    • Pay After Interaction
    • Targeting Geographically
    Highly Intent-Driven -

    One of the major benefits of Search Engine Marketing is that your efforts are catered to a highly intent-driven audience. Your ads will not be shown to an audience who “may” be interested in your product or service like it happens in social media marketing. Instead, your ads are directly targeted to someone who is actively searching for your product type or service. Thus, the user is already intending to buy your product niche and if your ad shows up, needless to say, you’re almost there on your way to convert a potential customer.


    Quick and Easy to Manage -

    With platforms like Google Ads, the process of managing your ads on search engines is made extremely easy. All the viable options are displayed in a user-friendly manner. You can simply run or stop your campaign at any time. Specifying your budget and performance goals is also very easy. There are options to schedule your campaigns in case you are managing many campaigns at once. All you have to do is dedicate some time in the beginning to understand the platform in detail. Here’s an Online Google Ads course led by industry experts to break it down for you.


    Fast Results -

    To obtain business, any business must be visible to users online. Organically ranking high, on the other hand, is a time-consuming and exhausting effort for the long run. The good news is that if you have a proper bid amount, a decent keyword quality score (i.e. good ad relevance), and a great landing page experience, you can rank at the top of paid results fairly immediately.


    Boost Traffic -

    If you bid for the right keywords and set an optimum budget, then your ads will be shown to an audience actively looking for your product/service type. Even if the consumer is in the research stage, your ad will be shown before the organic results. Thus, this attracts relevant traffic to your website. Tools like Keyword Planner, Semrush, Spyfu, Wordstream, etc help you find out search queries coming in for your website, and thus you can target those. You can also check google trends for reports and data. This ensures high + relevant traffic.


    Beat Competitors Search Queries -

    One of the main reasons why SEM is preferred over SEO to beat your competitors on search engines is because you can directly target keywords related to your competitors and show up on those search queries. This way you are capturing the leads before they go to your competitors. Thorough research on your competitors keywords and the right budget will help you beat your competitors. No doubt SEO also has its own perks and if you wish to find out, you can read our blog on the benefits of search engine optimization.


    Negative Keywords Option -

    Another popular benefits of search engine marketing is the option given by Google Ads is the “negative keywords” option. Here, you can mention the keywords that you don’t want your ads to be shown for. So in the cases where you might have some similar keywords to your preferred keywords and you don’t want the ads to divert there, you can simply add them under negative keywords. This helps you to be more precise in your campaign.


    Measure Your Ad Campaign -

    You can monitor the effectiveness of your advertisements. This allows you to assess how effective they are at attracting new customers. You can, for example, track the number of times people saw your ad, ie, impressions vs took an action after seeing your ad, such as clicking it, asking for directions, or dialing a phone number from it. This data is useful when it comes to optimizing your ad to meet your ultimate goal for that campaign.


    Fully Control On Your Spending -

    Monthly budgets can be closely reviewed and adjusted as needed. You can choose how much money you wish to spend on these advertisements. Depending on your budget analysis, you can adjust the ad spending at any given time. This ensures that your money is not being wasted and optimized to its fullest potential as per your will.


    Increase Brand Awareness -

    As previously noted, Google search ads (PPC) allow advertisers to use their brand name in the headlines, description, display URL, and extension links of their ads. As a result, these sponsored search engine advertisements help to raise brand awareness, especially because they frequently appear at the top of Google search results.


    Pay After Interaction -

    Unlike social media marketing, you’ll only have to pay if someone clicks on your ad after it’s online. This provides for unrestricted exposure because you are only liable to pay if someone takes action. If no one clicks or takes any action as a result of this, you will not be charged and even after that, awareness will be established. Thus, it’s one of the monetary benefits of search engine marketing which poses a win-win situation.


    Niche Targeting Geographically -

    SEM allows you to target people depending on their geographic location. You can make advertising in a variety of languages and choose where they show; you can pick a country, a city, or even a specific region anywhere on the planet. Here’s an example. McDonald’s has developed a new veggie burger and wants to promote it. The first thing they’ll do is conduct research to determine which country or region has the largest vegetable demand and consumption. Apart from SEM, there are so many other digital marketing trends and skills such as email marketing, content marketing, etc that help businesses expand their reach and sales. These were the benefits of search engine marketing which have motivated companies all over to make use of it. Looking at the flip side of the coin, let’s see some disadvantages of SEM and how you can avoid/overcome them.


    Difference Between SEO & SEM

    Paid search advertising, or PPC ads, are results that appear above and beside natural organic ratings.

    Organic search listings (SEO) are determined by proprietary search engine algorithms, while paid results are bid on and paid for on a per-click basis. SEM is not used in reference to display advertising, though PPC and display share many best practices. Strong SEM performance can consist of high placement on one — or both — of PPC and SEO.

    paid ads vs organic search results
    Online businesses working on improving their SEO can positively impact rankings with on-page optimizations and off-page efforts. Paid search results can be more directly affected, but are still subject to algorithmic ranking factors such as quality score. Higher organic search rankings often enable ecommerce stores to lower their advertising spend, effectively balancing out their SEM visibility. Though hiring an in-house or freelance SEO specialist can seem expensive, the ROI can be significantly greater than continuously paying for PPC ads.

    Search Engine Marketing

    SEM Services We Offer

    Learn more about how we use Search Engine Marketing -- and optimization -- to scale a growing online business

    Google Ads

    From defining the right campaign objective, narrowing it down to the right audience, to in-depth keyword research and ad placing, we execute high-performance SEM campaigns.

    Bing Ads

    Our certified Google and Bing experts help businesses best utilize the Bing platform by creating well-optimized paid marketing campaigns.

    Facebook Ads

    We proceed by building the entire conversion funnel for a result-oriented Facebook marketing strategy where detailed targeting and getting the right reach remain our focus points.

    LinkedIn Ads

    94% of marketers employ LinkedIn to promote their business. We help businesses reach the decision-makers of the industry with our well-targeted and conversion-focused LinkedIn ad campaigns.

    Ad Remarketing

    Retarget your potential audience using relevant ads and fabulous ad copies - something which helps you build your brand with a personalized touch to it.

    Video Ad Management

    Video ads are booming the markets with an audience growing by millions each day. Target better and gain global recognition for your business through effective Video Ad Management.

    PPC Audits

    Target better and achieve more by getting an in-depth analysis of your current and past PPC ad campaigns. Let our SEM agency do it to get you some answers!

    SEO Services

    Be it targeting the right keywords, writing relevant content, optimizing your page structure or setting up Google Analytics, our Search Engine Marketing Agency can help you with all.

    Content Marketing

    “Content is the King” but how many of them take this seriously? Well, if you haven’t yet - it's about time! Our SEM company has got a range of link-building and content outreach services

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