Search Engine Marketing (SEM) is a type of internet marketing in promoting a website by increasing their presence in search engine results pages (SERPs) focusing on paid advertising called pay-per-click (PPC) advertising.
PPC advertising enable advertisers to bid on preferable keywords or phrases to rank in the SERPs. It generally depends on the willingness of advertisers to pay more for clicks to bid for higher ranking in SERPs in returns of higher traffic.
We are focusing on Google Ads (formerly called Google AdWords) because Google is clearly the most widely used search engine compared to Yahoo and Bing network.
The advantages of why we are using Google Ads are:
You can achieve almost immediate result of ranking on top of Google search engine result pages (SERPs) without any waiting time just like Google Search Optimisation (SEO).
You only pay when your advertising is working, for example when people clicks your ad and redirect to your website, or contacts you.
Your business appears on Google on the right time when people are searching for the things that you provide.
This results in greater success rate in conversions.
You can start-up a campaign with your minimal budget all at your fingertips unlike other traditional advertising which costs you at least few thousands a month.
You have full of control to scheduling your ad for not be seen in Google when it was out of your business hours to avoid wasting money.
You can measure your ad results by tracking your ad performance based on sources of clicks, time, and otas well as average cost-per-click which helps in your next campaign planning.
Search ads appear in the Google search engine results pages (SERPs) when people search for products and services you offer. There are total 7 ads appear in a search result page which 3 ads are on the top before the organic results and another 7 ads are shown after the organic results.
Once people type the terms into to Google that match to your keywords, your ad may appear above the organic results no matter they are carrying out a search via PCs, tablets or smartphones.
Google has millions of searches per day. So, your ads may appear up to millions times in the search result page in a day too but you may no need to pay for a single cent until the people is interested and click to visit your website or call your business only you will be charged.
In the other words, you gain the free branding and you have the millions times of chances to make the people to consider your offerings and convert it into sales.
Display ads appear more than 2 million websites and over 650 thousands apps which your ad is probably shown up in such as Gmail, Youtube and other Google Display Network which reach 90% of internet users in the world.
There are 4 different forms of display ads for us to show up to our audiences.
It is similar to search ad which contains a headline, 2 lines of text descriptions and an URL.
A custom ad appears in Gmail to allow people to save, forward or expand your ad in their inbox.
It shows as an image or rich media which allow you to add on customised layouts, interactive elements, animations and many more.
It is an ad targeting specific mobile app categories, or track the results of the in-app ads you are currently running.
Display ad is flexible enough for you to choose the options you want such as keywords, target market, demographics and remarketing.
It is also super effective in building your brand awareness and brand recall to encourage your customers to take immediate actions either they call you or buy from you.
Video ads appear only to the people you target and you would not pay your money to people who are not your target audience or who do not show interest to your business.
There are over 1 billion active users in YouTube. You can filter the audience you want by setting up your targeting based on gender, age, location, interests and many more to your specific target audience to achieve the best ad performance.
Moreover, all your advertising budgets are spent only when they engage with your ads. Your target audience also can skip your video ad if they found the ad is irrelevant to them. In the end, you pay nothing if they skip it before 30 seconds ( or the end) unlike conventional TV ads which charge you regardless of the ad performance.
App ads are a simple way to promote your app to iOS or Android users on Google – no advertising experience required.
With the wide network coverage of Google such as Google Search, Google Play, YouTube and thousands of other mobile sites and apps, you have an opportunity to show up your ad to over a billion of internet users in the world.
Shopping ads are Google latest form of ad which shows users a product photo with a title, price, store name and other information.
There are 2 ideas for you to wisely utilise the shopping ads.
You can use shopping campaigns to maximise your website's traffic or look for better qualified leads for your online or local products.
You can sell your products directly to the shoppers who are looking for the products and services you offer.
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