By Mallory Walker
Welcome to the incredibly helpful, at your fingertips tool, called search advertising. While some may not see the necessity of Search Engine Marketing, it is a vital component of keeping your business goals on track. To put it simply:
The debate of whether to utilize SEM or not is over. It is a must for every business.
It is crucial to set realistic expectations when beginning your foray into SEM. It will not solve all your problems and provide instant gratification. That’s just not the case.
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How can you set realistic expectations? Educate yourself starting with the basics.
The Basics: Search Advertising
While search advertising isn’t the be all end all for marketers, it is a superior means of marketing for those looking for direct conversion activity. Search targets users who are currently looking for a particular product, and can be considered bottom of the funnel advertising, or advertising at the most granular level.
Let’s get started.
A successful search advertising campaign can’t exist without the following information: audience, established budget, goal (conversion-based), content, and specified product.
1. Find your ideal prospect.
You have to define a specific audience. Relying on broad targeting to accomplish your goals is a fool’s errand. You’ll try and try, but junk clicks and a low ROI are all you’ll ever get.
To build a successful ad, you have to target the right audience. This means you need to know who they are, where they are, and what you’re selling to them. Once you determine your audience, you will be able to target the keywords they’re most likely use and the most relevant locations. This will help you ensure your ads are reaching decision makers searching for your product.
2. Set your budget; Discover your ROI.
Search advertising is directly linked to profit. If the return isn’t higher than the budget you put into your campaign, you’re wasting your time. It is imperative to track your efforts and prove value. Prospects reacting to your search ads are in the buying phase or at the very least the research phase. If you’re doing search right, it should be turning into revenue.
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3. Deliver on your ad’s promise.
You have to make sure that your ad and landing page copy are related and relevant. Think of it like this: if you’re ad is about hiring a company driver, you need to send users to a landing page specific to hiring company drivers. Don’t make your users look to find the product or service you were advertising.
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Also remember, just because a user clicked your search ad doesn’t mean they are actually going to purchase from you. There are still a lot of different options for them to choose from. By providing on-page content that will appeal to your audience, you can give your product relevance and encourage a purchase or conversion.
SEM is perhaps the most effective channel in your marketing arsenal. Educate yourself, set realistic expectations, and watch your ROI rise.