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When you think about digital marketing, you might have many things in your head. You might think of the advertisements we see at the beginning of your favorite YouTube videos. You might think about the ads that pop up when you play our mobile games. Lastly, you might think about promotions and events that happen online, sponsored by various companies. These are all examples of digital marketing. Today we are going to talk about how to lead a successful SEM campaign.

But for many ordinary people who don’t own businesses, individuals may not think of the more understated marketing strategies that many companies choose to emphasize. These marketing strategies might very well form the backbone of any good digital marketing plan. One of these digital marketing fields involves search engines. They help promote your products, services, and website content. Two of the major strategies involved are called search engine optimization and search engine marketing.

Marketing On Search Engines

Digital marketing on a note hanging.

Some people may be astonished to know they can market on search engines. To the people who might not have looked too closely, they may ask how that is possible. At first glance search engines like Google or Yahoo may look like simple tools to use. 

But in reality, it is much more than that.  Search engines are a vast library in which you can search for and check relevant information instantly. They can sift through millions of web pages and give you the information you need. People rely on search engines as their main source of information for a long time because of their powerful, adaptive, and complex algorithms.

The trick to marketing on a search engine is to figure out ways to place yourself higher than your competitors, or at the least, be in a position where potential customers can see you. When they see you, you are much more likely to engage with those said customers. 

Many businesses have been developing plans and strategies to place themselves in an advantageous position on search engines. Marketing on search engines can potentially put you in the reach of millions of potential consumers. 

Many SEO and SEM agencies or branches of digital marketing firms have been at the forefront of many new marketing strategies. The race to find better SEM and SEO strategies was born. SEO and SEM are two marketing strategies that focus on attracting and retaining customers through the help of search engines.

It may seem understated, but SEO and SEM can benefit your company in the long run and ways you might not expect. Customers are more likely to trust companies with good content on their websites and those that can answer their questions and concerns, and these two strategies play a role in helping you do that. 

Taking A Closer Look At SEM

SEM, or search engine marketing,  is one of the two marketing fields concerned with search engines. It is the term used to describe paid strategies and tactics used to promote web content there. These may include promoted rankings, Google advertisements, pay-per-click, and much more. 

SEM refers to paid ad campaigns like Google Ads if you want the most well-known definition. But SEM does not only cover these strategies. They encompass a wide range of marketing activities such as SEM positioning and even generating conversations and stirring interest through cleverly-advertised marketing campaigns.

Want To Create A Successful SEM Campaign?

Note that says keywords written on a white sticker that hangs with a clothespin on a rope on a blue color background.

If you want to create a marketing campaign using SEM and succeed, you need to be careful about how you spend your money. Just because you’ve set aside a budget for Google ads and promotions, doesn’t mean that you’re automatically going to see an increase in traffic and that your campaign is successful. The hard part of SEM and digital marketing is retaining the customers and attention you have.

The average viewer and reader of web content have very short attention spans and patience for advertising, so if you want to market successfully, you’ll need to grab them in the short amount of time granted to you.

Here Are Some Great Tips For You To Have A Successful SEM Campaign

1. Choose Your SEM Vendor Wisely

Before you embark on your advertising campaign, you’ll probably need to search for a third-party marketing firm, team, or specialist to help you launch your campaign. Part of your success likely hinges upon your marketing team’s ability to create a good marketing plan and help you achieve your goals. Remember, talent is an invaluable asset when it comes to being successful at the marketing game.

2. Monitor And Track Your Advertisements  

Once you’ve publicized your promotions and it becomes active, you should carefully account for any changes in your website’s traffic and whether you’ve generated any leads from the marketing campaign. This will help you formulate a better advertisement or promotion in the long run and also help you understand how your target market behaves.

You can also find ways to modify your campaign to see if you get better responses. The best thing about Google and other search engines is that they make it easier for you to monitor this.

3. Keywords Are Paid, So Make It Count

A potential customer can find you online via only one mean, the search engine. But getting to the top of the search results is more complicated than entering words. Google has a system wherein they pay attention to keywords and match users to the appropriate business or advertiser. It may seem simple, but it’s a great way for you to find the market you’re looking for.

When choosing keywords though, make it count. Being more specific might help you target people more effectively. That is why much thought is placed on keywords. 

4. Make Your Paid Keywords As Specific As It Allows

Sometimes, you play a game when you use broad keywords. You might bring in more traffic to your website, but not the right kind of traffic that leads to sales or customer engagement. Filter by location or focus on specific products you sell. That will bring you to the right niche that will give your products a fighting chance.

While specific keywords may seem counterintuitive, they may also bring in your target audience more quickly. Inform and ask your SEM company what keywords you should target for your campaign.

5. Stay On Brand When You Create Your Campaign

Your brand name is your most important asset. It helps you stand out in a world where the economy is dominated by competitors. Do not lose sight of it and everything it stands for. Without it, your ad campaign will be useless.

Search engine marketing requires you to have some level of individuality amongst your peers. Keep your keywords simple, but on brand, as well as your paid articles and any content you wish to put in your ad campaign.

Remember that you are paying for the privilege of staying on top of search results in Google, so you should try to make it count. Add your brand name somewhere in your search results to make it meaningful. We hope these tips help you lead a successful SEM campaign.

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About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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