In the last decade, Australian medium-sized businesses have become a significant force in the country’s economy. More and more mid-sized businesses are starting every year in Australia, and growth is not expected to slow down any time soon. According to recent PwC research commissioned by Google, the future of Australian small to medium-sized businesses is bright due to digital marketing.
Among digital marketing, search engine marketing or SEM is the main factor that can thrive your business into the heights of success. Search engine marketing is important for all types of businesses, including medium-sized organisations. It is one of the most productive ways to expand your business in an increasingly competitive marketplace.
In this article, we will give you an idea about how SEM can benefit your business. But before going deep into the topic, let’s discuss what search engine marketing is, what does it include and some basic terminologies relating SEM.
What is Search Engine Marketing (SEM)?
Search engine marketing can be defined as elevating web pages by increasing visibility or ranking the business strategy higher than other competitors on search engine result pages (SERPs) through paid search engine advertisements.
This is based on the Cost-per-click (CPC) model, i.e. You’re just going to have to pay if someone clicks on your ad. We can say that search engine marketing improves the maximum opportunity to boost your business.
What does Search Engine Marketing (SEM) include?
Since the concept of the SEM is somewhat broad, there are various aspects that it covers. But it mainly covers the payment methods. SEM works by utilising the power of search engines such as Google, Bing and Yahoo through paid ads to reach potential customers in a perfect time and place. SEM is a search engine marketing service. This means that it can be leveraged for any form of search marketing.
SEM is most widely used to refer to pay-per-click ads because of the paid search methods used. All that being said, you may question, “Is PPC the same as SEM?”The answer is yes. PPC or PPC advertising is the same as SEM advertising.
Some important terms are better to understand to learn how SEM works.
They are frequently used while discussing SEM. They are:
● Impressions — how many times the ad advertising campaign was seen on the screen.
● CPC (cost-per-click)—how much you pay when a user clicks on your ad?
● CPM (Cost per Million impressions)—another way to pay for a search advert. Depending on your priorities and how the ad tool is set up, you may want to pay only to be seen.
● CTR (click-through-rate)—the number of clicks you received from people who saw the ad on your website, even though they didn’t click on the actual ad on their own.
You might have heard of the term SEO which is often used in related to SEM. SEO, or search engine optimisation, is a part of search engine marketing that uses organic techniques to make your website visible on SERPs. The main difference is that SEO optimises your website by getting traffic from organic search results while SEM uses both organic as well as paid search results to optimise your website.
After understanding the concept of search engine marketing, now let’s discuss the benefits of SEM for your business.
Benefits of Search Engine Marketing (SEM):
There are many benefits of SEM when you incorporate this into your marketing strategy.
1. Enhances Online Visibility:
Today’s trend has pushed every business to go online, and it has become a must for every business to make their website visible for online marketing. And there comes the job of promoting the search engine. Search engine marketing plays a crucial role in enabling you to select the most accurate and relevant keywords for your web page, as well as helping you to grow essential traffic.
You can also make a profit from your attractive website by putting ads on your website that are important to the content of your keyword search engine.
2. It’s cheap and fast:
The most important thing about SEM is that almost all on-site actions relevant to your campaign can be analysed (activities such as users filling out a form, downloading a PDF, making a purchase on your site, etc.). This ensures that you can analyse in depth what works and what doesn’t work and refine budgets and campaigns in response to actual business strategy.
Moreover, there is no minimum investment. So any company should prepare their campaign strategy on how much budget they have at their disposal.
3. Increases Brand Awareness:
When a medium business uses keywords relevant to its market, people who are looking for the same things will be attracted to the advertisements of that business. This can be very beneficial if, for example, your company has not yet had a very large online presence. SEM campaigns help with brand awareness and visibility much quicker than an SEO strategy aimed at growing the results of your page ranking in the search engine, as such a strategy can only deliver results after months of work.
4. It reaches people in Right Place & Time:
When you are visible in the search results, it means you are where the customers are. It’s the best time to improve your website traffic and make new customers. People are using search engines because they’re searching for something. Being the one who delivers it, it lets you create a trust bank account with that person. Even if the click doesn’t result in an immediate deal, it’s a touchpoint that strengthens the person’s journey towards becoming a paying customer.
5. It reaches your Clients Instantly:
Search Engine Marketing is used to define Google’s paid search advertising. This technique is also used as a short-term tactic to make the products or services more visible. Compared to Search Engine Optimisation – SEO, paid search ads will produce fast results, enabling you to hit your target customers almost instantly.
For owners of medium-sized businesses, search engine marketing is the best tool that can make your appearance in search engines greater. So that your potential customers will learn more about you, it can also help you to improve your ROI.