Search Engine Marketing (SEM) is a process where webmasters use paid placement, paid inclusion, or contextual advertising to increase the visibility of the website in the search engine result pages.
Unlike organic Search Engine Optimization (SEO) which does not use paid searches, SEM deals with paid search advertising. However, if the content, scheme, and strategy are not correctly implemented in SEM campaign, webmasters would only spend huge money without getting any yield.
This technique works wonders when used efficiently by pragmatic experts in the online marketing field. What are the tips and tricks to ensure that an SEM campaign is successful? How can one promote sales and potential leads through an SEM campaign? Read on to know more.
Roping in Real Buyers
It is often seen that an SEM campaign has a hit of millions of surfers. However, less than 50 percent have become real buyers. Most of the surfers have been curious onlookers or users who clicked in order to get particular information but left the site as they could not find what they was looking for.
Why pay extra for those users who are passive readers and are not ready to buy something from the site? Place the most interesting, beneficial, or lucrative scheme at the first instance in your ad listing.
Adding Incentives to Lure Buyers
Incentives, bonus, or anything extra that comes with buying is a sure way to lure traffic. Most users would feel happy and want more when they get additional benefits after they purchase a product.
A free service can also make things work in a positive way. For instance, you can suggest free delivery for the goods purchased, or a free subscription to an informative newsletter. The luring factor is the word, “free”. This word should be available in the description of the advert and not on the title.
Targeting the Right Audience
If you know your target audience and work specifically for them, you have done a major part of your research work that goes in any SEM campaign. It the market segment you are targeting is bound by geography, ensure you write your advert based n this market only.
This option is true if you have only one or two products to sell. What if you were to have more than 100 products in your selling kit? The best idea is to group the products into small categories and then provide ad listing to each category.
In short, ensure that the ad listing is personalized and caters to a particular segment of the buyers.
Playing with the Words in the Advert
It is important to write an ad that appeal to the users. Additionally, the users need to react at that moment and not later. You need to write the ad with a sense of urgency and motivation. In short, it should make the user click and buy a product no sooner he reads it. Though it sounds incredible, however a good SEM campaign is quite capable of doing this.
To start at first, all webmasters should do a comprehensive research on the content. Start by analyzing what your competitor has written. Does the advert appeal to you? If it does, it must be dong the same for other users too. This can be typical example based on which you need to create an original advert.
Including Necessary Keywords and Phrases
A SEM campaign is all about search engines, searches, and keywords. Keywords or phrases mentioned in the site should be mentioned in the ad listing. It is through keywords that a site’s ad listing gets listed at the right result page of the search engines.
Ensure that keywords and phrases are listing in the Title and Description of the ad listing content. Surveys suggest that including relevant key phrases can increase click-through rates by 50 percent.
Designing the Advert to Induce Action
It is the immediate action that is major work of an ad listing. An ad listing has to be designed and written in a way that it calls for action. Apt content – generally referring to verbs rather than nouns – can make things work better.
For instance, instead of stating, “Click Here”, one should say, “Buy now” to lure users to click the action button.
SEM needs a lot of time where things are analyzed at a greater depth. Often, adverts are changed or SEM strategy is changed. So, if you were following this promotional technique ensure that you don’t sleep through the process.