What is SEM? Search engine Marketing

Paid Search Marketing is a form of internet marketing helps to boost SERPs (Search Engine Result Page Score) by paid advertisement method which involves in the purchase of ad space in Search engines.
It is also termed as PPC  advertisement (Pay-Per-Click). Google ads or Search / Display ads

How to Set Best Ads?

    Have a clear title that links features of the content with benefits and use all first letter with caps. E.g. Instead of saying 1 GB storage in Music device we can save up to 1000 songs
Include Review, Best Price, Testimonials in the landing page
Use Sales Manship content like limited stock, only for top 10 visitors etc...
Never use high space between words in Meta Title and Meta description
Never use symbols on meta title ad may get rejected

Types of Keywords in SEM

    Search terms queries are different than keywords. Keywords are the phrases and words that we put in ad groups. Search terms are what people search in search engines, depending on that we define our keywords by using match types it will seriously influence which search terms will trigger any given keyword. The following are the Different Types of Match Keywords. Our ad account will perform significantly different if it's a broad magic keyword or phrase match or exact.
“Match types tell Google how much “freedom” they have when pairing your keywords with search queries.”

MATCH TYPESYMBOLKEYWORDEXAMPLE SEARCH TERM
BROADNONEDigital Marketing AgencyDigital Marketing course, Digital Marketing, what is digital marketing?
BROAD MATCH MODIFIED+KEYWORD+Best +digital +marketing +agencyBest digital marketing agency, agency in digital marketing, agency that provides digital marketing
PHRASE“KEYWORD”“digital marketing company”Digital marketing company near me / best digital marketing company near me
EXACT{KEYWORD}{DIGITAL MARKETING COMPANY}Digital marketing company
NEGATIVE-KEYWORD-free, -Course -training Digital marketing

Broad Match

    It helps to get more clicks and impressions. Broad match will focus on the wide-area so we should use with extreme caution and care. And while using broad match Negative keywords an absolute must. Since it’s a broad match will generally have the lowest click-through rates (CTR)

Broad Match Modified

    As shown in the table we should use + symbol to remove related terms. But even in this also there is a possibility of generating a lot of bad clicks for irrelevant queries. Negative keywords are still a must

Phrase Match

    Target the exact phrase, plus any phrases that have words that come before or after the target keyword. Uses quotation marks (“”) is the symbol of phrase match, the ad only appears for searches containing your exact keyword and close variants, with additional words or phrases before or after your keyword. Negative keywords are still a must

Exact Match

    Target words that are very close or exactly matched the search. It includes misspellings, singular or plural forms, reordered words, paraphrases. Exact Match Uses brackets {}to ensure your ad will only show for queries containing your exact keyword, without any additional words.

Negative Keywords

    Exclude terms that you don’t want to target. Negative Match Uses the "-" symbol to prevent words and phrases found in search terms from triggering ads. The negative match can be broad, phrase or exact match. they are only preventative.

SEM Account Structure

It’s a process of organizing the ad campaign structurally, keep in mind at any stage we can remodify ad group structure to get a better result.

Account Level -> Email, Time zone, Billing, Password
Campaign Location, Device, Language, Budget, Audience Campaign Location, Device, Language, Budget, Audience Campaign Location, Device, Language, Budget, Audience
Ad GroupAd GroupAd GroupAd GroupAd GroupAd Group
Ads Keyword Ads Keyword Ads Keyword Ads Keyword Ads Keyword Ads Keyword

SEM Targeting

    The best part of advertising in digital marketing is that we have an option that we can exactly choose who we need to target to get maximum results. It is an additional parameter that helps when to whom and where should our advertisement show.

Terms or Abbreviation Used in SEM

        
  • CPM – COST PER MILLE (COST PER 1000 IMPRESSION)
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  • CPC – COST PER CLICK
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  • CPI – COST PER IMPRESSION
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  • CPL – COST PER LEAD
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  • CPA – COST PER ACTION
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  • CTR – CLICK THROUGH RATE
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  • CPV – COST PER VIEW
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  • ROAS – RETURN ON AD SPEND

the few terms need to be understood if you are a beginner before starting a campaign.


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