Learn Digital Marketing Foundation

Search Engine Marketing

Search Engine Marketing (SEM):

SEM is a digital marketing strategy that is different from SEO and SMO, as here you have to pay the search engines like Google for the marketing of your products and services on Search Engine Result Pages. The more you pay, the more are the chances of your ads to appear on the top of the search engine listings. So, it is the practice of marketing a business through paid advertisements such as Pay per Click ads (PPC) that appear on search engine result pages above the organic results.


In SEO, you don't pay Google for traffic and clicks; rather, you get a free slot in the search results based on the quality and relevancy of your content for a given keyword search.

SEM is also known by many names based on the Search Engine you are using for marketing. For example, Google ads.


What is Google Ads:

Google Ads, which was earlier known as Google Adwords, is a paid search engine marketing platform of Google. It is also known as PPC advertising or pay-per-click advertising. It offers PPC advertising, including banner, text, and rich media ads.

It allows advertisers to bid on certain keywords for their clickable ads to appear in Google's search results. Advertisers pay for these clicks, and this is how Google makes money. It is called PPC (Pay per Click) as you only pay once when someone clicks on your ad.


Google Ads comprises two networks Google Search Network and Google Display Network.


Google Search Network: In this network, the ads appear on the search engine result pages. When users make queries using keywords related to product or service, your ad is displayed on the search engine result pages above the organic results.


Display Network: In the display network, your ads are displayed on websites that have given space to Google to run advertisements. Here, the users don't search for your products or services. However, when they visit a website, they see a banner ad. If they like it, they click it and thus diverted to your site. For example, Text Ads on websites, Image Ads on websites, Video Ads on websites, and Ads on mobile websites.


Points to remember before creating a PPC campaign are as follows:

  1. Determine your goals: Decide whether you want to increase sales, drive traffic to your site, want to increase subscribers or inquiries, etc.
  2. Set a budget: Decide how much you can invest in starting a campaign. You can run a small campaign with a small investment to test the market and its functioning. Furthermore, you can set limits on how much you will pay per click and how much you will pay per day to keep your cost in line.
  3. Make a keyword list: Choose the right keywords that are relevant to your target market, and within your budget, for that, you can use Google AdWords Keyword Planner.
  4. Bid on keywords: This step is like an auction where you bid on chosen keywords. If you have a sufficient budget, you can bid more than your competitors for a keyword. If you do so, your ad will appear higher on search engine result pages than your competitors for that keyword. The more you bid, the higher your ad appears on Google Search Engine.
  5. Set up different keyword campaigns: If you have different products and services, you may create separate campaigns to make more profits.
  6. Use keyword-optimized headlines and ad copy: Incorporate keywords in your headlines and body copy. Users use keywords as search terms while searching for products and services that you sell.
  7. Create unique landing pages: A landing page is a page that a customer lands on after clicking on your PPC ad. Avoid sending users to your homepage, instead send them to unique landing pages that contain the relevant information and keywords as searched by the users. How to set up Google AdWords Campaign / How to run Google advertisement or PPC advertising campaign:


Create a Google Account: A Google account is needed to use AdWords. If you already have one, you can use it.


Go to Adwords.Google.com and sign in: Follow the steps one by one and provide details to complete the form to set up your campaign. Some of the basic steps are as follows:

  • Set your budget based on the daily rate or expenses that you can bear.
  • Choose your target audience by defining the location, network options (Google Search or Display) and keywords
  • Select the bid amount, or Google sets the bid amount automatically in a way that you get the most clicks for your budget.
  • Write the text ad, here you are supposed to insert the URL of the landing page, two headlines, and a short description, and option to enable phone calls from the ad. After completing the form, click "Save and Continue."
  • Add your payment info by providing the payment info on the billing page. After this, click "Finish and create ad" to complete the setup. Now, your Google ad campaign is ready to go.


Some Benefits of PPC:

It immediately brings people to your site who are searching for your products and services on search engines. Thus, it gives you immediate results. For example, during festival seasons, if you want to sell the product that you particularly introduced for this season, you have to use PPC else you may have to suffer loss. Thus, running a paid google advertisement (PPC) is a great option for businesses who want new leads fast or looking for immediate response or profit.