What is Search Engine Marketing (SEM )?
Search engine Marketing (SEM) is the wider discipline that incorporate SEO. SEM is a form of internet marketing that involves the promotion of websites by increasing their visibility in the search engine result pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO) to achieve higher search engine search results or use pay-per-click (PPC) listings, articles submissions and advertising.
Why is Search Engine Marketing (SEM) important?
Search engine marketing ( SEM ) is a form of internet marketing strategy that utilize optimization and pay-per-click advertising to maximize the promotion of a website visibility to an intended customer.
Unlike SEO, SEM uses advertisement to target customers who are searching for your product/ services through carefully selected terms or keywords. The pay-per-click advertisement will only show up to the potential customers using relevant keywords you selected for the advertisement.
It is a cost effective way to reach your customers because you pay only if they click on the advertisement to connect to your website.
How can Search Engine Marketing (SEM) help my business?
A single full page advertisement in the newspaper will set you back at least SGD$6000. Other traditional advertising avenue is to place advertisement on niche/ trade magazine. They too are also a single advertisement exposure to a group of audience that may or may not be interested in your product/ services. The intended targeted customers may miss the page of your advertisement and is a waste of your advertising dollars.
SEM has the advantage to laser focus on your intended customers. The pay-per-click (PPC) advertisement will only show up whenever your potential customers key in the relevant phrase or keywords related to your product/ services. It will not appear to customer looking for other product/ services, thus stretching your advertising dollars to reach only the intended audience.
What are the advantages of Search Engine Marketing (SEM)?
Laser focus targeted audience
SEM allows you to tailor your advertisement to laser focus on serious potential customers using pre-determined keywords or phrases related to your product/ services. Your advertisement will not be shown to people not looking for your product/ services.
Value for money
Potential customers who key in the relevant keywords or phrases related to your product / services are targeted customers. Unlike traditional advertisement, your advertising dollars will not be wasted on those who are not looking for your product/ services.
With SEM pay-per-click, you have the flexibility to set your maximum cost per click ( the maximum amount a click would cost ) and a daily budget to ensure cost control of your marketing resources.
Unlike SEO which may take up to 3 to 6 months to see results, SEM can promote your website visibility within a day. Advertisement that complies with Google’s search term and conditions will ensure that your website can be up and connecting to your potential customers almost immediately.
Free exposure 24/7 worldwide
SEM pay-per-click allows you to target by locality or to reach a global audience. It will be show whenever the user key in the relevant keywords or phrases related to the product/ services 24 hours a day, 7 days a week. Moreover, you pay only if a potential customer click on the advertisement, else you get free exposure and pay nothing.
Points to take note on Search Engine Marketing (SEM)
SEM allows your advertisement to be shown by locality, globally or on relevant content sites. You have the flexibility to set daily budget and the maximum amount you will pay per click.
Example: If you have a $2000 marketing budget per month, this equates to $66.67 per day. If your targeted keyword cost $1 per click, your budget can only last for 66 clicks. After 66 potential customers have clicked on your advertisement, your advertisement will not be shown anymore until the next day.