Search engine marketing (SEM) as a term, refers to advertising directed to the audience
through search engines by the means of paid ad placement. Currently, the biggest search
engine platform is Google and Google AdWords is the most popular paid search platform
used by marketers, followed by Bing Ads, which serves a significant portion of ads on
A SEM campaign doesn’t require lakhs of rupees to get going. Google, Bing and Yahoo let
individuals and businesses get started from as less as ₹100 per day. While the fundamentals
of SEM are easy to understand, executing SEM campaigns that are actually effective, is
something many businesses struggle with.
There is a difference between enabling AdWords ads to run on the Search Network and the
Display Network. Search network ads are targeted based on the keywords users select as their
search query, whereas it is only possible to run text ads on the Search Network. The Display
network is a gigantic network of websites that have Google AdSense enabled and thus the
display ads appear on relevant pages across the entire network.
There are ample tools that you can use to find out the keywords your customers are using.
The Google AdWords Keyword Tool is free. You can use it when you open a Google
AdWords account, and you don’t even have to have a current AdWords campaign running to
use this! As mentioned earlier it is the most popular paid search platform and it is often all
you need to conduct keyword analysis.
Place yourself in the shoes of the potential customer, search for what you sell to get started
with PPC. What keywords and phrases they might search? Before doing anything else, do
those searches yourself. Then you will find out who is advertising? What is their value
proposition? What calls to action are they using? Are there a lot of them? A large variety of
PPC ads means space is very crowded with lots of advertisers fighting for space. Research
may suggest that you don’t have a good product or service for search advertising. The fact is
PPC isn’t for every product and service or your product is in a new category and people don’t
know about it yet! People can’t search for something they don’t know exists. In this scenario,
you have to execute brand awareness campaigns via remarketing, social media, email
Remarketing is a very popular way of advertising among PPC professionals. It’s an online
marketing technique that enables advertisers to reach out to visitors who have already visited
a website, hence it is termed as remarketing. This proves to be very effective because PPC
campaigns target an audience who is already loyal to a website, the brand and products. In
effect, it converts the internet page into your business’ newsletter.
Because of the high interest within the targeted visitors, the CTR of remarketing campaigns is
unusually high. This allows advertisers to benefit from a low cost-per-click, as well as a very
high conversion rate.
While the theory and fundamentals of SEM are easy to understand, executing SEM
campaigns that provide a positive ROI is something many inexperienced businesses struggle
with. We at Digit9.0 assure to provide you with excellent SEM strategies that are in sync with
your marketing objectives and help you achieve your goals.