Importance of Search Engine Advertising
Every minute, new content is published on the Internet. Some of this content is ads that have been paid for, while some is content in the same line of business as your website. How can you ensure your content competes favorably on the web? In the struggle to be more visible to the right audience, it becomes prudent to have a plan that guarantees your site maximum visibility.
Most analogue marketing hits the wrong people, or the right people at the wrong time. Digital is more efficient and more impactful because it can hit only the right people, and only at the right time. – Pete Cashmore
So what is search engine advertising?
Search engine marketing (advertising) is a concept that has gained popularity over the years. Many businesses that operate online and create blogs or maintain online platforms have had to employ SEM as a tool to help them gain visibility over their competition. SEM uses keywords in titles, subtitles, captions and in phrases across posts to boost visibility.
Benefits of search engine advertising (marketing)
Promotes website visibility
Search Engine Marketing is a variety of methods and strategies a company may employ in a bid to generate more traffic to its website from search engine results pages (SERPS). The main goal of search engine marketing is to promote a website’s visibility through paid search, contextual advertising, and organic search rankings. When you use search engine advertising you take control of your brand’s total presence in search engines. It allows you to control where and when you want your website to appear in search results, and to whom. Increasing online presence and visibility translates to more page visits that may also convert into actual sales.
Basis for contextual advertising
Contextual advertising is a type of targeted advertising where the content of an ad is related to the content of the web page the user is viewing or the web page in which the ad appears. With proper use of keywords in the ad and in the content appearing on that page, one capitalizes on the page visits to sell what is in the ad along with what related content.
Improves organic search rankings
Ideally, using search engine optimization to market your website only comprises organic optimization approaches that are intended to make a site’s performance better when it comes to Google or Bing’s ranking algorithms. A well developed and laid out site that is optimized correctly is definitely a hit in naturally bringing in traffic through search results. Search engine marketing takes advantage of all the marketing tools available in search engines (and that includes the paid ad results at the top of the SERP) to deliver better results. Organic SEO is ideal for long-term growth of a business as it works with encouraging a longer lasting client base.
Creates credibility for brand or business
Search engine marketing will make your website more visible, not just to visitors but to Google and other search engines. In addition, your site will also gain higher ranking in SERPS as soon as Google and other search engines when you prove that your site should rank for relevant keywords that are directly descriptive of your products or services. When you work with top quality SEO, you gain credibility and trust because your business will soon be seen as a reputable and authoritative source of the products, services and knowledge that you provide for your audience. Once you get the hang of the SEM practice and build a positive reputation, you will build your organic reach with traffic to your site increasing steadily.
Targeted display vs keyword search in advertising
The first big difference between targeted display ads and keyword search ads is that display ads use a push approach, while search ads use a pull approach in advertising. Search engine marketing combines strategies used to improve the way your website ranks on major search engines using both Pay Per Click (PPC) and Search Engine Optimization (SEO). Targeted display are the ads that keep appearing to a user when you they are surfing the web. Targeted display ads combine a host of tactics, including: geofencing, site retargeting, keyword search and contextual retargeting, category contextual retargeting, and CRM/email targeting. With SEO, your website will be more visible due to organic searches, but targeted display ads will drive the message home even better as they are guaranteed to appear more times and be visible for longer to the right audience.
Priceless gateway to e-commerce platforms
A little research and basic website skills are all you need to infuse search engine advertising into your website, assuming you decide to do it yourself. SEM guarantees you free traffic drawn directly from organic search. Recently, organic search opportunities have expanded to include Google Shopping, which is Google’s version of e-commerce marketplaces like Amazon. Google Shopping organic and paid results are therefore a valuable opportunity for e-commerce brands which hope to boost their sales reach using search engine marketing.
Most business owners are at a loss about which is a better form of marketing to invest in between search engine optimization and the pay per click method. It is however important to note that SEM isn’t really a matter of the better technique, but rather which option works best with reference to your circumstances and budget at the time. With time, you will also find out that both organic (SEO) and paid marketing (PPC) are good to invest in, and work well for your business as a combined effort if you use them simultaneously as compared to only using one technique to market your content.