Optimising and Managing Search
Previously, we discussed how SEO (Search Engine Optimisation) is a cornerstone of building a brand presence online. At the same time, executing SEO strategies is often a difficult and complex proposition, especially to the uninitiated. Results are observed after months of hard work, requiring a combination of technical expertise and a comprehensive understanding of SEO practices. This is an area where Search Engine Marketing (SEM) can be pretty useful.
What does SEM and SEO do differently?
While SEO focuses on improving website’s ranking organically, Search Engine Management focuses on displaying your website on Search Engine Ranking Pages (SERPs). It enables you to pay to show ads when users search for keywords that are relevant to your brand.
SEM increases website visibility by displaying websites on Google’s first page.
Although SEM can be rewarding in the short run, the importance of SEO for businesses cannot be understated. Therefore, it is recommended to optimise websites using both SEO and SEM practices for maximum benefits.
How to optimise your website using SEM?
Keywords, Grouping and Account Structure
A good understanding of keywords is essential for both SEM and SEO. Running an SEM campaign requires a knowledge of keywords, especially those that are relevant to your business! These are the keywords that your customers might be searching for to find your products or services.
Also, it is essential to be aware of negative keywords that might adversely affect your website. By using negative keywords, you might affect your website’s visibility to your target audience.
Furthermore, you may group your keywords to lower costs-per-click and improve your overall visibility. However, the keywords must be categorised based on their relevance. While grouping takes time and effort, higher click-through-rates can be achieved at a lower cost.
Ad auction and bidding
While your budget has a pivotal role in determining your ad’s success, budget alone will not help improve visibility. Ads are displayed on SERPs depending on your budget and your ad’s quality scores.
Using relevant keywords helps you enter the ad auction that will contribute to the success of your campaign.
The bid amount signifies the amount that a business is willing to pay-per-click. The aforementioned factors help in determining your ad placement.
Ad Quality Scores
Ads are rated and ranked on an Ad Quality Score (0-10) based on their expected click-through-rates, relevance and landing page experience. Your Ad Quality Score is crucial for a successful SEM campaign. These scores determine the ranking of your ad and reduce cost-per-click. Therefore, it is essential to have a good ad score for a successful SEM campaign (who knew right?).