Search engine marketing (SEM) has become a popular and cost-effective medium to reach customers. It has gained popularity with online businesses all over the world, and it’s a key factor in giving your brand a much-needed advantage over competitors. Without further ado, here are some tips to leverage SEM in your marketing campaigns.
Without further ado, here are some tips to leverage SEM in your marketing campaigns.
Look at the big picture first before getting into the specifics. Identify your target audience and their needs, and focus on how your products or services can address them. You also need to know your competitors, your market position, your strengths and weaknesses. Once you’ve laid the groundwork, work on defining your goals and how you will be measuring them. You can include metrics such as website traffic and search engine ranking to gauge the success of your SEM campaign.
Based on research, users are more inclined to click on paid links if the corresponding organic links are listed, and vice versa. It would be difficult to generate clicks if you do not rank highly in organic search results in the first place. In this case, you need to ensure that your pages are fully indexed by search engines such as Google and Yahoo.
You can leverage PPC to learn about your business’s indirect competitors. Take a look at PPC keyword reports to see whom you are competing against in users’ keyword searches.
Repurpose content from old ads with high click-through rates (CTR) and conversion rates. You can easily turn headlines and copies from these ads into meta descriptions and title tags for your business page.
Don’t only use keywords that are relevant to your business— you also need to select those that your target market usually use in their searches. Get insights from your sales and customer service teams on terms your clients would probably associate with your company and product offerings. You can also get feedback from some of your clients. Leverage these keywords when creating a list using keyword research tools to drive traffic to your website.
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