SEM is crucial in today's digital landscape.

As we navigate through 2024, it's become evident that ignoring Search Engine Marketing can have detrimental consequences. The digital realm is ever-evolving, with search engine algorithms undergoing constant changes, demanding businesses to remain vigilant and adaptive. This necessity is something we emphasize to our clients, underscoring the importance of evolving digital marketing strategies to stay competitive.

Ignoring SEM is no longer an option for businesses aiming for growth.
 

The very BEST time to start investing in search engine marketing was yesterday.

But the second best time is today.

In this article, we…

• Define SEM
• Explain the difference between SEM and SEO
• Describe the importance of SEM
• And offer 5 tips that will make all the difference in your 2023 marketing strategy

WHAT IS SEM?

The precise meaning of SEM depends who you’re talking to.

Many use the term when referring specifically to paid search ads that point viewers from the Search Engine Results Page (SERP) to a company’s website.

Yet, others use the term more generally to describe ALL marketing initiatives that drive website traffic from search engines – like Google.

SEM VS. SEO

But what about Search Engine Optimization (SEO) – isn’t that the same thing?

In a way, yes!

SEO describes the steps taken to modify web pages so they “organically” appear higher in search results. When we say “organic,” we are referring to digital marketing methods that do not require payment – such as making edits to your website code or adding SEO-friendly content to the pages of your site.

When defining SEM in the more general sense, SEO is absolutely a critical component of any search engine marketing campaign. However, SEM can ALSO include certain types of PPC (Pay-Per-Click) marketing – i.e. paid advertising.

In this article, we are NOT going to dive deep into the nuances of search engine optimization. You can learn more about SEO here.

Instead, we will focus more closely on the best practices and tactics you can use to develop and execute successful paid search advertisements in 2023.

WHY IS SEM IMPORTANT?

SEM is a powerful marketing tool for a number of reasons…

• It increases your likelihood of boosting your web page to the top of page #1 of Google.
• It often achieves quicker results than organic SEO.
• It typically results in more qualified leads and conversions.

While we would love to be able to say that any business could bring their website or page to the top of the SERP through organic SEO tactics alone, there are situations where that might not be the case – especially if a business is in a particularly competitive field.

When it comes to developing a winning marketing strategy, we – without a doubt – recommend an integrated approach (i.e. one that incorporates a mix of methods, from SEM and SEO to content creation and on-the-ground networking).

TOP 5 SEM TIPS IN 2023

Want to increase your returns on your SEM campaigns in 2023?

Follow our 5 suggestions below.

1. Take advantage of ad extensions.

Ad extensions are going to be your best friend!

Ad extensions refer to all of the extra information – like location details, app links, call buttons, lead forms, images, etc. – you can choose to display within your search ad.

One of the most overlooked tools of ad optimization, ad extensions can really increase your likelihood of attracting search traffic to your website. Fill out all of Google’s available extensions, and you will be doing much better than about 80% of your competitors!

2. Create a custom budget-pacing script.

With paid search ads, it is exceptionally easy to go over-budget very quickly. To make the most of your ad spend each month, you need to create a budget-pacing script and set clear daily limits.

Why is this important?

Google Ads will automatically spend 50% more of your daily budget in the first 15 days of the month. The only way to override this is with a custom script…yes, you may need a little bit of coding knowledge here.

To ensure your ads show up high in search results all month long, we recommend pausing your ads for the first 15 days of the month and raising your bids in the latter half of the month (when most competing advertisers will be low or completely out of their monthly budget).

3. Create a landing page that converts.

Even if you have the most captivating search ad, you are not going to secure the conversions you really want – and need – unless you send clickers to an effective landing page.

A landing page is what we in the marketing industry call a web page where you send users in order to capture their information or convert them into leads or customers.

To ensure your landing page is optimized for conversions, you need to look a range of factors – including a powerful, informative headline, strong Calls-To-Action, a strategic lead capture form, SEO-friendly content, and more!

4. Spend more time on targeting.

One of the most important steps of a successful advertising campaign is picking the right target audience. Unfortunately, most business owners do not invest nearly enough time or effort into building a strong targeting strategy.

But how do you actually find your target audience?

First, you must choose the right keywords – the words that relate most closely to your target audience and what they may be searching for on the internet. Use Google Trends to identify the most popular search terms, and use those for your keywords.

If your goal is to get people in a particular area to see your search ad, geofencing is also a spectacular tool to use.

5. Learn how to interpret GA4 "events" & "engagement."

Google Analytics' latest update, GA4, is places a strong emphasis on engagement metrics and event tracking. But here's the catch: if you're not familiar with these, the data might not make much sense.

Let's talk "engaged sessions." GA4 defines this as a user session on your website that lasts longer than 10 seconds, has a conversion event, or has at least 2 page or screen views.

And possibly even more valuable are "events." GA4 showcases every action your website users take, from link clicks to on-sitesearches and even page scrolls. It's like having a backstage pass to how your customers dance around your website!

Learn more about GA4 here.

 

OR PARTNER WITH AN SEM EXPERT

Does all this sound too complicated?

It is!

Developing an effective SEM strategy is no walk in the park. And the list of SEM tips provided here only brushes the surface!

Instead of attempting to navigate the world of SEM on their own, many business owners opt to partner with a marketing agency to ensure the success of their search ads – ultimately saving them the time and money it would take to figure out the most effective SEM strategies without the help of experts.
 

BLUETONE MEDIA | SEARCH ENGINE MARKETING

When it comes to SEO and SEM, the BlueTone Media team gets a little geeky.

We are always tracking the most recent Google trends and algorithm changes and continually improving our search marketing techniques.

What can we say? It’s kind of our thing!

Need some SEM help? Contact us today. Let our marketing team help you develop an SEM strategy to achieve your unique 2023 business growth goals – while you do what YOU do best…running a stellar business!

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