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When Google first introduced AdWords on October 23, 2000, it fundamentally changed the marketing landscape. By using AdWords search-based ads, businesses don’t need to spend money on marketing and advertising, because their ads are only seen by individuals who are actively searching for products like theirs.
If you sell sneakers, you can simply show your ad to people looking for sneakers, and you only have to pay when someone clicks on one of your ads. Search engine marketing (SEM) was invented then.
Since 2000, search engine marketing (CEM) has seen significant developments (and what used to be called AdWords is now called Google Ads), but the main principles remain the same.
It continues to be an amazing marketing medium for many different brands.
What is Search Engine Marketing?
The term Search Engine Marketing, sometimes referred to as SEM and synonymous with many phrases in digital marketing, can be a bit confusing for those who are not familiar with it. Spending on advertising on search engines is Search Engine Marketing or SEM for short.
The most significant difference between search engine marketing and search engine optimization is that SEM is not the same as SEO. There are two different ways you can take to connect with your customers through search engines (we’ll use Google as an example, but it could be any search engine like Yahoo).
Search engine marketing is shorthand for advertising on Google.
The term “search engine optimization” (SEO) refers to the process of making changes to your website so that it appears in the “natural” or “organic” search results, which means that you have not paid for that ranking. .
With SEM, your ad can appear instantly on the Google search results page as you are effectively bidding to rank on that page.
In comparison, it can take months or years for your SEO efforts to bear fruit and show up in your targeted searches.
It is a common misconception that search engine optimization and search engine marketing are the same thing. Running search engine marketing campaigns has no effect on search engine optimization and vice versa.
The most important SEM terms
The following are some basic ideas that support search engine marketing:
Search Engine Results Pages (SERP)
When you Google something, you will be taken to this page with the results of your search. Paid search results (SEM) and organic search results (SEO) are both included in the SERP.
Keywords (KWs)
With keywords, you can communicate with Google which search terms—the ones people are entering into Google—that can cause your ad to appear.
Two types of keywords are used in search engine optimization: exact match keywords, which are very specific (eg, “athletic green size 12”) and broad match keywords, which are more general (eg, “sports shoes”).
Negative keywords, on the other hand, do not target search queries, but rather exclude those terms from consideration. For example, many businesses use the word “free” as a negative keyword in their ad campaigns. This prevents their ads from responding to queries such as “free tennis shoes”.
Pay Per Click (PPC)
Most search ads are built based on a pay-per-click (PPC) business model.
One of the most impressive unique value propositions when Google first introduced AdWords was that users only paid for their ads when someone clicked on them.
Although modern SMS campaigns are not necessarily pay-per-click, the concept of pay-per-click advertising and marketing is still widely used, and some individuals still refer to search engine marketing as pay-per-click (PPC) marketing.
How effective is marketing using search engines?
Both search intent targeting and bid advertising are innovations made possible by the Google AdWords program. Both of these developments have shaken up the marketing industry. To understand how search engine optimization works, you need to understand these two frameworks.
Targeting based on search intent
The search objective is where marketers start when developing search engine marketing campaigns. It is important to distinguish two important aspects:
- What questions do our future customers or users want answered?
- What stage of the buying process are they currently at?
For example, if a user searches for “fun ways to exercise outdoors,” this indicates that the user may ultimately purchase tennis shoes, but they are not necessarily in the industry for them at the time of the search.
The purpose of this search is to find information related to training and possibly wearing running shoes, but not to actually buy them. On the other hand, if a user searches for something along the lines of “10 best running shoes for narrow shoe sizes,” they’re obviously very close to actually making a purchase.
This is because their search is more specific. Regarding shopping for tennis shoes, this search is classified as having a “strong search intent.”
Traditionally, search engine marketing (CEM) campaigns are built using “branded” phrases (their own brand or a competitor’s, such as “Nike running shoes”) or highly precise ad groups to target the highest search demand. Unbranded” (also called “unbranded”) searches for goods or services (eg, “athletic soccer shoes”).
Promotion of online auctions
Google’s bid-based bidding system is the company’s second major innovation. Advertisers typically buy advertising space from a company after the company establishes a rate card for that space (for example, it costs $10,000 to air a 30-second ad on television).
You can’t just establish a single pay per search result because Google has billions of different ad placements (Google does over 5 billion searches per day), each with its own goals and number of users they need each month.
Instead, Google developed an auction-based system. Google runs a real-time ad auction every time a search is performed on its website and “rewards” an advertiser based on the auction results for each ad spot on the search results page.
However, unlike a regular auction, it is not necessarily awarded to the highest bidder.
It is awarded based on a combination of the highest cost per click and the ad’s “Quality Score”, which is an internal statistic developed by Google to evaluate the quality of the ad (other search engines have similar metrics).
The ad quality score is based on several components, including:
- Estimated click-through rate (CTR) is “Will the user click on the ad when they see it?” He asks the question.
- The degree to which your ad matches specific search intents is referred to as relevance.
How useful is the user’s landing page once they’ve clicked on your ad?
In short, Google evaluates the “fit” of your ad to the user. This process is similar to an auctioneer offering the artwork in the house to the highest bidder.
An important part of an SMM marketer’s job is to get a high quality score (and low cost per click) for their high-quality keywords. This can be achieved by developing attractive ad copy and landing pages that match the keywords.
When will using SEM be beneficial for your company?
When you find the right fit for your product, marketing and message. The amount you pay for each click depends on your Quality Score.
A strong point is based on having ad copy that makes sense to the people you want to attract as prospectors. If you want to be successful with Search Engine Marketing (SEM), you need to have an understanding of who your target is (product/market fit) and what interests them (industry fit).
If you don’t check this properly, Google may give you a low quality score. This means you will be charged more for ads and it will be harder for you to succeed.
Not when a category is created, but when it contains a category. Search engine optimization is based on targeted searches, which means that users have to search for the product or service that you offer.
If you offer tennis shoes, this won’t be an issue for you because 135,000 people in the United States search for “tennis shoes” every month.
If your product is developing a new category like a hybrid sneaker/cozy slipper, people aren’t looking for it yet. Therefore, finding the right keywords to target with your marketing efforts can be very difficult.
You can create category awareness using different marketing methods, and once the market has a better understanding of your product, you can run ads using search engine marketing.
Using Google Keyword Planner, you can conduct your own analysis of search queries related to your industry.
Conclusion
For good reason, advertisers pay Google nearly $150 billion annually for search engine marketing, making it one of the most expensive forms of performance marketing.
However, it’s not just using keywords that makes it effective; A combination of novel pay-per-click model, strong search intent and bid-based pricing also contributes significantly.
If business owners and marketers have a solid understanding of these basics, they can connect with their prospective customers as they prepare to make a purchase.
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