If someone reads your blog and finds it interesting and useful, there is a good chance that person may link back to your blog when discussing a similar topic on their website. Search engine marketing has a little SEO involved with it. Content writers are creating blogs and other types of website content to attract users to a website. With SEM, online marketers are using a variety of techniques to proactively market that content. Most notably through paid advertising. How much do these SEM techniques cost?
It depends. You set your daily budget limit and you pay based on the amount of clicks your ads receive. Much like SEO, successful SEM ads will be shown at the top to users who are looking for your specific product or service based on a keyword match. How do you get your ad to be shown first or at least close to the top? Google ranks your ad based on the amount spent for the particular targeted keyword and the overall quality score of that ad. How do you determine your quality score?
The quality score is determined by an estimate of the quality of your ads and landing pages triggered by the keyword that is being search. SEO is the foundation for good SEM and when you have each set up properly, you have a better chance of getting high-quality traffic and improving conversion rates. Once you have an SEO-friendly site and sponsored ads that are targeted properly using the right keywords, you have more chance of showing up at the top of paid searches.
But you have to have your SEO in place in order for Google to see you as a credible website. SEO and SEM will continue to shift as major search engines are continually changing their parameters for rankings. Having a solid grasp of how each of these are involved in digital marketing campaigns will be especially crucial in the digital marketplace in the coming years. Learn the tools and technologies needed to meet the challenges of tomorrow with a Postgraduate Diploma in Digital Marketing.
Download a brochure today! This content is eligible for CPD points. Before you can choose which keywords to use in your search engine marketing campaigns, you need to conduct comprehensive research as part of your keyword management strategy. First, you need to identify keywords that are relevant to your business and that prospective customers are likely to use when searching for your products and services.
In addition to helping you find keywords you should be bidding on, thorough keyword research can also help you identify negative keywords — search terms that you should exclude from your campaigns. This concept is known as search intent , or the likelihood that a prospect will complete a purchase or other desired action after searching for a given term. Some keywords are considered to have high commercial intent , or a strong indication that the searcher wants to buy something.
Examples of high commercial intent keywords include:. Read more about commercial intent keywords in this blog post. Another crucial aspect of keywords that is essential for the success of a search engine marketing campaign is account structure. Logical keyword grouping and account structure can help you achieve higher click-through rates , lower costs-per-click, and generally stronger overall performance, and keyword research can help you think about how to best structure your account. As you can see in the figure above, an optimally structured account is comprised of five distinct elements:.
Ad campaigns can, and should in many cases, focus on similar products or services. For example, if you run a hardware store, one ad campaign could focus exclusively on autumnal products such as leaf blowers, rakes, and leaf bags, whereas another might focus on power tools and so on.
Ad groups allow for each campaign to be further subcategorized for relevance. In our hardware store example, one ad group could be for different types of rakes or varying models of leaf blowers. For the power tools campaign, one ad group might focus on power drills, while another could focus on circular saws. This level of organization might take slightly longer to set up initially, but the rewards — namely higher CTRs at lower cost — make this effort worthwhile in the long run.
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