Search Engine Marketing (SEM)
Invest and Prosper
Last month’s blog we emphasized the importance of Search Engine Optimization (SEO) that lends opportunity for your business information to show up in online search results when people are searching for your products or services. As a short recap, SEO efforts consistently improve your business search engine ranking over time and through the life of your business.
This month we are going to dive into the lucrative sidekick to SEO, Search Engine Marketing (SEM). Our focus for this blog is the most famous ad platform to date to generate leads and obtain new and repeat business: Google Ads.
First, Google is the #1 search engine in the world with over 75% of searchers using the engine multiple times daily to find everything they need or want. In the year 2000 Google came up with a brilliant idea to help business owners find new leads through a dynamic ad platform defined as a pay per click program. In other words, only those searchers that click on your business ads will spark charges.
The other aspect of Google Ads that compels growth to new heights is the branding opportunity the platform offers. Google’s most important stat besides clicks is the impressions. This stat shows how many people viewed your ad online. Thus, comes a click through rate calculation that reports a percentage of impressions divided by clicks. A click through rate (CTR) between 3-5% and higher is most preferable. Higher CTR rates produce valuable conversions that can lead to new business opportunities and if well sold by the company a reasonable return on investment. It is a joint effort to success. Google is only as good as the salesperson and process.
So, with all of that said, you might ask: My business profile already appears on Google search results. Why should I pay to advertise?
Your current customer’s likely search for your business by name (i.e. “brynn’s flower shop”). Consequently, your website shows up in their natural search results. Prospective customers, however, tend to search by topic and location (i.e. “wedding flowers San Francisco”), in which case your website might not show up. Even if you already appear on Google, advertising next to relevant search results can help you increase your visibility on Google and get more visitors to your website, your location or receive more calls by conducting a call only campaign in the platform.
Lastly, SEO and SEM work together in producing significant online exposure that contribute substantial value to your marketing plan and overall business growth. SEM through Google Ads will allow you to generate ads with powerful calls to action on Google.com and across other Google's properties, partner sites and apps to consistently acquire new leads and conversions that produce new and repeat business. Learn all about Display, Search, Shopping Video and App campaigns and more at Google Ads. Discover even more through the Guide. Next month we will dive into SEM Part 2 that will touch on the power of Google Smart Campaigns and social media ads.
