Search Engine Marketing (SEM) as a targeted marketing tool performance
Through search engine marketing (SEM) results in numerous benefits:
Immediately qualified traffic
Flexible and quick to use
Low setup costs
Can also be used with smaller budgets
Faster Return on Investment
Precise alignment to your target audience
Little wastage because the user identified by the search for your products and services as a potential customer.
Only actual clicks are paid.
Increasing brand awareness: Studies show that even the pure visual contacts with the ads, the brand image of a positive influence. There is only paid per click, SEM, thus enabling free branding.
Detailed and up to date measurement of success are possible down to the keyword level.
Online marketing is the fastest growing medium and is currently the third largest form of advertising on TV and print. Nonetheless, according to Nielsen Media Research, the online advertising market share is only about half as large as the proportion of the use of media.
Search engine marketing is within the online advertising the fastest growing medium represents
Because the benefits of SEM convince more businesses.
According to a study by TNS, 91% of users research online before making a purchase – online and offline. Most frequently (in 78% of cases), the search starts here on search engines.
Even B2B decisions are now prepared on the internet and search engines. Since this is where it is important to avoid wastage.
Even companies that do not sell products that use SEM to increase awareness. Ad formats such as banners or video ads to support these goals.
Under classical search engine marketing (SEM) is primarily the Book of ads is understood on search engine results pages. AdWords ads are displayed along with search results when someone searches Google using one of your keywords in the account is booked. In some cases, these ads are not only shown to the right of the organic search results, but also about. Then we talk to better differentiate by “Top Links”. With Google AdWords, you pay only when someone clicks on your ads – a pure impression costs you nothing.
Under SEO performance is understood in the organic search results. To be listed here, well, the optimization of a website in terms of technology, content and linking is very important. The main differences between SEM and SEO let down as follows over.
Opportunities in search engine marketing (SEM)
The search engine marketing (SEM) has become more complex and in addition to the classic AdWords campaigns should also be will be aware of the following areas:
Text ads on the Google Display Network (GDN):
Text ads targeted to relevant sites within the Google Display Network to reach the user, if you are also relevant sites on the Internet on the go. Although the text ads are not as eye-catching as Banner, but experience has shown that effective.
Display / video advertising (Google Display Network, YouTube, partner networks)
Banner and video advertising on targeted sites are particularly relevant to the introduction of new products, enhancing the brand awareness or notice a new brand. For this purpose it is possible campaigns to CPC or CPM basis to start.
Retargeting
Re targeting allows targeting of potential customers who visited your site before, but have not signed a purchase or no predefined conversion. The probability that these users can be enabled is quite high and thus leads to high conversion rates. It is important to directly address in text ads or banners. Also set up a frequency cap should be considered, otherwise you risk disturbing the user.
Social Ads
The ads in social networks allows for targeted response. The connection of such campaigns aimed primarily at increasing the awareness and not on direct sales. As with AdWords will also pay per click on Facebook ads and the click rate is critical in determining the price click (CPC). Depending on the orientation, such a campaign can achieve a high number of impressions at relatively attractive cost.