Business owners know that launching a website isn’t enough. In order to make sales, they need a way to get prospective customers to their website.
For most people, this means beginning a search engine optimization (SEO) strategy to garner organic traffic from Google and other search engines.
It’s a great place to start, but in most cases, it takes six months to one year or more before you see meaningful results.
So what can you do in the meantime?
Enter search engine marketing (SEM), a much faster way of capturing leads when they’re ready to buy. What is SEM? Keep reading to learn all about SEM and how it can benefit your business now.
What is SEM?
SEM is a popular strategy of purchasing ads on search engines to drive traffic to a website. SEM, which is sometimes referred to as “paid search,” seeks to advertise to a prospect when they are ready to buy.
Ads are usually keyword-based, meaning your ad will appear only when someone does a search that matches keywords you are targetting.
1. SEM Captures Hot Leads
The beauty of SEM is that it captures the attention of prospects at the right time – when they are ready to buy.
For example, let’s say you run a ticket agency. You could purchase paid ads on Google Ads, the most popular paid search platform.
But instead of creating ads focusing on the keyword term “concert tickets,” you would achieve better results targeting buyer searches such as “Taylor Swift concert tickets in Dallas.” The latter search term is something a consumer might type when they know exactly what they want and are ready to buy.
2. SEM Raises Brand Awareness
Like E-mail marketing, SEM doesn’t only deliver traffic to your site, but it improves your brand awareness as well. When your business is positioned high on search engines, consumers visit your page and learn about your products or services. The longer you continue to advertise, the more likely your company will become more widely known.
You can see evidence of this in your search analytics as more prospects will be searching for terms related to your name and your brand.
3. SEM Quickly Drives Revenue
Unlike SEO, which can take up to a year to see significant results, SEM can drive sales immediately. If you can create an effective ad copy, you can earn sales the same day you start your ad campaign.
Once your ads are live, you will need to maintain them to achieve maximum return-on-investment (ROI). The goal is to drive enough sales to cover your ad spend and maximize your profit margin so you can scale up your ad campaigns. Scaling allows you to catapult your company’s growth.
Many people choose to outsource their ad campaigns to professional SEM agencies such as New London Media International LLC. Using an agency with SEM experience may be faster than learning the nuances of effective SEM strategy yourself.
4. SEM is Measurable
Ad platforms like Google Ads and Microsoft Advertising provide extensive analytics for your ad campaigns. You will be able to track and analyze your results so you can continually optimize your ads.
You can change everything from the keywords you target the amount of money you spend on ads. And you’ll easily be able to see if an advertising channel is providing value for your company and your bottom line.
Final Thoughts About SEM
Still wondering what is SEM? Just remember it’s an advertising strategy that targets prospects when they are searching for something on a search engine.
It’s a proven way to put your business in front of consumers at the moment they are ready to buy and guiding them to your website. You can start small, and scale up as your business grows.
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