Last week at Resulti, we gave a run-down of Search Engine Optimization basics and what we can do to increase organic traffic to your site. However, SEO is not the only player in the digital marketing game. Search Engine Marketing is a tool that is just as powerful at boosting your site’s traffic. With this guide, you will be able to understand and identify Search Engine Marketing tactics, as well as prepare your business for its implementation. At Resulti, we know it can be difficult to get ahead of ever-changing marketing strategies and customer behaviors. Let us handle the nitty-gritty of the digital world, so you can continue doing what you love while boosting the size of your client-base.
What is Search Engine Marketing?
Search Engine Marketing (SEM) is an important term that describes strategies used to increase site traffic and sales through paid search engine advertising. SEM requires careful planning and buying of specific keywords on sites like Google and Bing. When these keywords are bid upon and used on a site, they give the site an advantage. However, bidding on keywords does not guarantee placement in Google Search results. Google formulates an Ad Rank for every ad, based upon your highest bid per word and the ad’s Quality Score (we’ll discuss Quality Scores a little more, later on). This may seem unfair, but it levels the playing field for those that lack large advertising budgets – Quality Score is not dependent upon how much you are able to spend.
One of the great things about AdWords is that it meticulously tracks the traffic to your site, updating in real time with an approximate 30 second delay. This generates a lot of valuable data points that show how customers are interacting with your website – where they entered the site, how they found the site, where they clicked, if they subscribed, if they bought anything, and numerous other useful categories. By analyzing this data, we are able to change strategies on a dime, continue using keywords that work, delete keywords that aren’t working, and update or customize any features of your site that can influence customers.
What kind of Search Engine Marketing strategies do you offer?
- Pay-Per-Click/Search Advertising/Paid Search – The Resulti team has seasoned professionals tracking data, researching keywords, and placing bids to keep your ads at the top of search engine results pages.
- Real-Time Bid Management – Instead of updating keyword bids on a weekly, or even nightly basis, we manage our bids in real-time. We are constantly updating our keyword bids to ensure spending is in the best area to boost site traffic and increase sales.
- Custom Landing Page Development – By customizing the site that your target customers will reach after clicking on the advertisement link, you can influence buying decisions and increase interaction with your site.
- Daily Updates – Feel like part of the team with daily reports on all campaigns relating to your business – in plain terms. No confusing graphs, no messy spreadsheets, just an email explaining the figures for the day and what they mean for your business.
How do I get my business ready for SEM implementation?
If you already have experience with AdWords and have a Google Ads campaign set up, that’s an incredible first step. We offer consultations for those who are already using some form of keyword marketing and can help you build off of the great work you’ve already done. If this is your first time implementing SEM, the first step to getting your business ready is taking a look at your budget and deciding how much you want to spend on advertising, and begin to break it down by category of what it is that you’re selling. This will give you a great starting point to decide where and when to allocate funds. Next, it may help to plan out or even restructure some of your ad copy. GoogleAds have a limited number of characters per each of the four lines of text. It’s crucial to have copy that is concise yet capable of pulling in customers.
We hate to see time and money go to waste as a result of misguided search engine marketing tactics. Resulti Media LLC, an Irvine-based digital marketing company, specializes in driving leads and sales at a profitable cost for businesses. To learn more about our digital marketing services, visit our website or give us a call: (424) 253-5271.