If you’re here, you’re probably thinking, “What is SEM and how is it supposed to help my business?” Luckily, the answer is pretty simple. If you didn’t already know, Google is one of the best ways to reach potential customers online. Your website is your online storefront, and Google Ads put you in the best location to attract your key customers. When you use Google Ads, the link to your site appears at the top of the search listing, above any organic (non-paid) search results.
This is called search engine marketing (SEM), and since Google dominates online search engine searches (Google accounts for over 90% of all searches), we’ll be focusing on the Google Ads platform specifically. So, the next question is if your website already shows up in a Google search, why would you need to place ads in the first place? Here are just a few ways that SEM and Google Ads can help support your business goals:
A well-executed SEM campaign will have your site appearing above organic (non-paid) search results. This means that your name will be the first they see in reference to the search, making it the assumed choice for clicking. So, why is it so important to have the top spot? According to WordStream, the average mobile ad click-through rate drops by an astonishing 45% between positions one and two.
With a Google Ads SEM campaign, you can take up more online real estate. If you add extensions, such as snippets, site links, location, or call, your ad takes up even more space and shows more details about your offerings. Who’s going to remember reading a flyer when there’s a giant billboard over it?
Maybe when someone searches for your site, they find it. This is excellent, but this also means that this person already knows about you. What about all the new leads or customers you want to reach?
SEM campaigns allow you to use keywords to stretch beyond what’s in your website’s metadata and into the potential market. You can target your ads to people’s searches, as well as their geography and demographics. Want your hospital’s specialist landing page to reach people who search for “lower back pain specialist” in your city? SEM makes it easy.
We often hear the term cost-per-click (CPC) when we talk about SEM. CPC refers to the way Google Ads charges accounts. You only pay when someone clicks on your ad. Google matches successful ads with searches to deliver the best results based on your campaign needs, and you only pay when you receive those clicks. This makes the Google Ads marketing tactic one of the most efficient tools for your digital marketing strategy.
If you’re ready to get started with Google Ads, think about who you want to reach and where you need to reach them. It’s best to make sure your site has great SEO so the site is ranking as high in the search results as possible. This will reduce the number of clicks you pay for, and Google ranks SEO-optimized sites higher in its ad space. If you’re looking to get the most from your website, be sure to take advantage of SEM.
Google Partners: Google Partners is Google’s program for advertising agencies, digital marketing professionals, and other online consultants who manage AdWords accounts.
Google AdWords Certification: The Google AdWords Certification is a professional accreditation that Google offers to individuals who demonstrate proficiency in basic and advanced aspects of AdWords.