In 2014 33,605 million dollars were spent in online advertising alone. Furthermore, there has been an increase in digital marketing spend while advertising across traditional mediums like radio, television and print, have seen declines. Should you jump aboard and start advertising online? Learn all about SEM then decide if you should launch your own SEM campaign.
What is SEM?
First things first, we must answer, “What is (SEM)?” SEM is short for Search Engine Marketing and covers all marketing activities targeted towards search engines. Search Engine Land defines it as “the process of gaining website traffic by purchasing ads on search engines.” The specifics of SEM are still up for debate. Rebecca Murtagh from Search Engine Watch details the discrepancies through her article “What is SEM? Depends on who you ask.”
Why is SEM important?
Now that you know what SEM is, it’s time to figure out why it’s important. According to Sila Sahverdi from Kapris Marketing the benefits of SEM include:
- Increasing brand awareness and visibility
- Remaining competitive
- Increasing website traffic
- Increasing sales revenue
- Generating leads and acquiring customers
To help you take advantage of SEM campaigns, we’ve partnered with easymarketing, helping you make the most of your ad campaigns. But before you take off with their service, let’s look at a few steps to get you started:
1. Identify keywords
Before you start your campaign, you need to identify the keywords you want to target. Ideally they should be words potential customers would look for in a search engine. Learn how to find the right keywords for your online store through our 2 part blog series. Although the blog post was originally written for SEO purposes, you can reuse the key words tips to start your SEM campaign.
Don’t forget to consider long-tail keywords, or very detailed keywords that generally cost less. Integrating them to your SEM campaign can keep your overall costs low. They also can increase your conversions because these keywords are more targeted so the traffic that lands on your website is more qualified.
2. Create your ads
Now that you have a list of words that are appropriate for your business, it’s time to put them to use. First, select the web page you’d like to direct customers to. You will build your campaign around this page. What questions do people ask that your page would be a good answer for? Furthermore, you will need to determine what text or copy potential customers will engage with. Don’t forget to incorporate your keywords into each campaign content and advertising.
3. Set your budget
After you’ve created your advertising campaigns, it’s time to determine how much money you want to spend. Most search engine marketing platforms allow you to set both individual click-through rates as well as daily budgets. Once you’ve set the budget, you are ready to launch your first campaign.
Now that you’ve launched your first campaign, you need to be prepared to welcome new traffic to your website. Finally, review the performance of your campaign and optimize your next campaigns to attract more qualified leads to your website, helping you make the most of your budget.
This article is brought to you by easymarketing, an official PrestaShop Partner. Easymarketing automates your advertising campaigns on Google, Google Shopping and Facebook. Through the use of artificial intelligence, a highly efficient robot (bot) browses each of your online store’s complete product pages and searches for suitable keywords or keyword combinations. The smart technology behind the robot helps you create up to 5,000 different variations of advertisements for your online store, continuously optimizing your cost per click.
Download their module and sign up today to optimize your Search Engine Marketing Campaigns.