What is Search Engine Marketing?
To understand search engine marketing – SEM ( we need first to understand what is SERP. SERP is a search engine result page. So SERP is the page on which a search result is listed or published when someone searches on a search engine platform.
So the result that is shown by a search engine when someone does a search on a search platform is a search engine result page SERP and search engine marketing (SEM) is a technique through which one can rank their site, product, or services to be listed higher among the top search results that appear on the first page to easily attract the internet searcher to view the same so that what they are searching for is found.
All people on the internet, open up each and every page displayed on the search engine result page, hence they would hardly search a few first pages that are listed or displayed.
There are two ways to get your site page ranked higher on the search engine result. One is an organic method which is mostly free and non-paid for where there are no financial payments to be made in the form of advertisements etc., this comes under SEARCH ENGINE OPTIMISATION, as it is ranked higher because of it’s powerful content value.
While there is another method of getting it ranked higher is by means of paid advertisements that are mostly run by search engine platforms, no matter what is the content value. This is known as search engine optimisation (SEM).
What is Search Engine Marketing?
To understand search engine marketing – SEM ( we need first to understand what is SERP. SERP is a search engine result page. So SERP is the page on which a search result is listed or published when someone searches on a search engine platform.
So the result that is shown by a search engine when someone does a search on a search platform is a search engine result page SERP and search engine marketing (SEM) is a technique through which one can rank their site, product, or services to be listed higher among the top search results that appear on the first page to easily attract the internet searcher to view the same so that what they are searching for is found.
All people on the internet, open up each and every page displayed on the search engine result page, hence they would hardly search a few first pages that are listed or displayed.
There are two ways to get your site page ranked higher on the search engine result. One is an organic method which is mostly free and non-paid for where there are no financial payments to be made in the form of advertisements etc., this comes under SEARCH ENGINE OPTIMISATION, as it is ranked higher because of it’s powerful content value.
While there is another method of getting it ranked higher is by means of paid advertisements that are mostly run by search engine platforms, no matter what is the content value. This is known as search engine optimisation (SEM).
Search engine Marketing is a powerful tool to reach a larger customer base and increase sales in the business.
Those ranking higher in the search platform using paid advertisements can easily do so, as their sites are placed above the organic results shown by the search engine platform because of the advertisements and the expense depends upon per click made (PPC) etc.
Hence, whenever such paid advertised results are listed on the Search Engine Platform, they have to make payments on the number of clicks which is normally referred to as pay-per-click ads (PPC), the number of clicks that are made on these results by internet searchers.
Search engine marketing – SEM is the digital strategy for marketing products and services by increasing the visibility in search results which is an inorganic (paid) method by means of paid advertisements, while search engine optimisation – SEO
is an organic (free) method to increase the internet search visibility for your site.
Ad Auctions and how it works.
Many times the advertiser bids for the top spot on the SERP by means of making advertisements by means of auctions and whoever wins the auction will get the top spot on the search engine page.
There are two significant things that need to be identified here is that
- which keywords the auctioneer wants to bid on
- how much they are willing to spend per click for each selected keyword.
Similar to the traditional way of auctioning, the higher number of bidders creates a higher competition which increases the ad revenue for the search engine platform say Google. So lesser number of restrictions that are put on advertisers for the advertisement that can be shown on the platform, will be favorable for Google and will attract more ad auction advertisers to bid for.
All these depend on which industry this ad auction bids are done, so the bid price for home and garden would be less than those for the legal and insurance service industry. Whether the ads are eligible to enter the ad auction bid is decided by Google on the basis of the keywords that appear on the user’s search queries.
Ads with greater commercial intent only will appear when the users are ready to commit to buying. There are several other factors that are taken into consideration before an ad bidding will win or not even if the keywords are good and the bid winners can be randomly chosen.
HOW TO WIN AD AUCTIONS
Before an ad campaign is launched after it is approved to be delivered to anyone the ad campaign has to finally compete for placement viz a viz other advertisers in order for it to be shown.
To get this done the search engine will hold an ad auction to determine which ad campaign will be shown to a user.
- Most advertisers use daily budgeting and the search engine platform takes into consideration their past estimated results based on their account history.
- Based on the ads optimisation goal of an advertiser, the search engine platform will calculate the number of potential impressions it can show and how likely it is for someone to convert the same.
This typically takes into account the time the advertiser’s active users will be on based on the time they are most likely to convert and how large the audience will be.
- Ad quality is by far the most important factor that can easily defeat the crowd of competitors in every ad campaign auction. Ad creativity wins half of the total weighted score that determines an ad auction win.
As long as the audience size is above one million people then it gets a higher percentage weighted score added and in some cases, up to 25 percent weighted score added. And combined with a stellar creative ad campaign you are already near 75 percent of the weighted score rating for winning the ad campaign bid against your competitors.
Making sure that you have more than one creative in your ad campaign and that the search engine platform prefers multiple creatives that it can show to the right kind of audience. This is optimised when your content is mobile optimised too.
The search engine platform wants your videos to be fast, short, and optimised for no sound, carrying text matter in the video, and should demonstrate clearly what you are selling,
You need to ensure that the ad campaign gives higher value to the visitors than your competitors with respect to lower prices, better discount offer and free and timely shipping, etc. So the more value you give to your customer will determine your ad preference over your competitors.
Finally, the perfect combination of all the above factors like budget, better targeting along with the creativity of the ad campaign will win.
Winning an auction is more than money and targeting, it takes higher engaging creativity to execution, a great offer.
Search Engine Marketing SEM is a tool to optimise your blog or page on the search engine platform so that your page ranks among the top ten results on the search engine platform result page.
This can be done in two ways. One is Organic or the Free, Unpaid method and the other is the Paid method by means of advertisements on the search engine platform.
This is all about getting your page ranked higher in the search so that you get a better chance to be among the top ten results shown for any search initiated when someone searches on any search engine platform.
A higher ranking means that your site has a higher chance of getting converted into sales. Hence this can easily be done for free as well as by means of paid advertisements which includes ad auctions.
When our content quality is very good, it automatically gets ranked by organic means but some companies do opt for inorganic methods so that there is a combination effect in ranking their content.
