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Search engine marketing is one of the best digital marketing channels to grow your business in the digital world.
It has never been more need of the moment to make an online presence in this competitive world as the adverting world shifted to the digital space.
Search engine marketing is the best way to promote your products online
In this search engine marketing – beginners guide, you will learn about what search engine marketing is and how to do it right with some tips and strategies.
Search engine marketing is a way to promote business on google’s paid search results listing called SERPs(search engine results pages). It is also called paid advertising.
How Search engine marketing Works
Search engine giants like Google & Bing use complex algorithms to give relevant search query results depending on the query and search locations.
The paid advertising helps you show your ads on the top or next to the first search results. The paid search results are always relevant to search queries, and that’s how search engine marketing works by showing ads to relevant search queries.
So whenever someone is searching for a service or a solution on the google search engine, your ads will appear to the people searching on google.
As a search engine marketer or advertiser, you will place a bid on keywords in google ads(formerly called Google AdWords) for the search queries searched by people on google.
The ads shown for search queries is also called pay per click (PPC).
There are different types of ads in google ads we will be discussing in detail.
The best thing about search engine marketing is that you can show your ads to people who have buying intent. As a search engine marketer, we can get an opportunity to show our ads to people who are searching for a solution for their problems.
Search engine optimization and Search engine marketing The confusion
Sometimes when people get started with google ads initially, They get confused between Search engine optimization and Search engine marketing.
Search Engine Marketing is paid advertising on google ads where you pay google to show your ads on the first page results in google.
Search Engine Optimization is more of a non-paid listing.
Here you don’t have to pay google to be on the first page of search results. You get a ranking for the most relevant results for the search queries searched on google.
Both SEO & SEM are the fundamentals of digital marketing strategies for your business.
SEO is the most competitive space in the current digital marketing space. SEO is a long-term goal for marketing to get free traffic for a prolonged period.
Now let’s talk about the main building blocks for a search engine marketing the keywords. Keyword research is the most crucial step in search engine marketing strategy.
If you do your keyword research right, you have won half of your battle in search engine marketing with competitors.
Most people, while getting started with SEM, get it wrong while doing keyword research. They focus on every keyword rather than pour it in on buyer intent keywords.
How To Do Keyword Research
For keyword research, you will have to find what keywords people are searching for in Google, Which should be relevant to your service or products. You will use keyword research tools to gather keyword data that your prospects are using.
You may find keyword insights using some of these tools below.
Google Search
- Google Suggestions
- Google Related Searches
Chrome Extensions
- Keywords Everywhere
- Keyword Surfer
Keyword Research Tools
- Ubersuggest
- Ahrefs
- SEMRush
- Google Keyword Planner (in Google Ads)
- Keyword Suggestions ( in Google Ads )
- LSIGraph
- KeywordTool.io
These tools provide you with insights that are crucial for your keyword research.
You will get a monthly search volume of how many people are searching for that keyword.
You will also get an idea about the competitiveness of that keyword.
You will get an idea of what keywords you need to bid on google.
Always focus on buyer intent keywords. The buyer’s intent keywords are nothing but the search intent to buy a specific product or service. Buyer intent keywords are
buy,
discount,
coupon,
deal,
free shipping,
best,
review,
where can I buy it,
where to buy.
While you are doing thorough keyword research, you may eliminate or omit the irrelevant keywords (negative keywords) which don’t have any relevance to your service or product.
For example,
you are providing a paid service such as delicious cakes, and people are searching for something for free such as cake recipes on google.
You may omit these keywords, which are also called negative keywords in google ads.
For example,
you are providing a paid service such as delicious cakes, and people are searching for something for free such as cake recipes on google.
You may omit these keywords, which are also called negative keywords in google ads.
The most crucial thing after keyword research is the account structure in the google ads campaign.
The correct keywords and right account structure can get you good click through rates.
Ad campaigns=> Ad group =>Keywords=> Adcopy=> landing page or lead magnet
The proper ad set structure helps you get high click-through rates at a low cost.
Usually, there is a myth in search engine marketing that an advertiser with a bigger budget gets all the ad share. Although having a bigger budget has its perks when you are targeting very high competitive keywords. Having a bigger budget is never the only requirement to achieve success in search engine marketing as all the ad bids go through an ad auction in google ads.
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The proper ad set structure helps you get high click-through rates at a low cost.
Usually, there is a myth in search engine marketing that an advertiser with a bigger budget gets all the ad share. Although having a bigger budget has its perks when you are targeting very high competitive keywords. Having a bigger budget is never the only requirement to achieve success in search engine marketing as all the ad bids go through an ad auction in google ads..
The ad auction works for every search query entered by the prospective customer. Advertisers usually bid on Cost Per Click(CPC) how much they are willing to spend for an ad click to get their ads shown for the search query.
Google decides about your bids for keywords. If it matches the user’s search queries, ads enter the auction, and the ads get displayed in search results.
Your ads will not be shown on search results to every single search query as the google auction doesn’t work that way, and non every search query has a buyer’s intent. Google auction evaluates your ad based on the bid you have placed and the quality score of ads.
Google checks as to how relevant are the ads for the search query.
The result of the quality score shows your ad rank in google ads.
Google favors ads with a higher quality score. A Higher quality score gets you in better ad positions with lower costs in search rankings.
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