These days, online marketing consists of three elements. These elements are search engine marketing, social media and search engine optimization.
SEM (search engine marketing) is not a term many businesses are familiar with, nor how it can impact a company’s Internet presence. SEM helps to promote websites by the use of paid advertising, contextual advertising and PPC (pay per click).
With PPC advertising, some of the most popular platforms to get the results you want are Facebook and Google.
These types of ads have become a very popular topic over the past few years. You can target a specific audience or demographic. It is currently considered one of the most sophisticated forms of social media advertising.
With over 600 million users, Facebook has become a force within the market. Not only is Facebook one of the most dominate social media platforms, it has also become an excellent avenue for online marketing. Advertisers can be very specific by choosing their target demographic based on:
- Geographic location
- Certain interests
This allows advertisers to have a lot of flexibility when determining how they want to market their products and services.
As a business owner, you can try your ad out on the platform for a few days, or just a few hours. If you do not get the audience or leads you are looking for, you can alter your target audience. Your advertising costs will be dependent on the daily budget you have chosen, but this can also be altered at any time. You can choose the PPC advertising model with Facebook, or you can pay every time the ad is viewed.
AdWords allows businesses to create ads that will appear on search result pages that are relevant. AdWords place these ads either across the top of the page, or along the side of the page. The ads are placed on certain pages because of the keywords the marketer has associated with an ad.
These ads can also appear on other websites and blogs that utilize Google AdSense.
The amount of money an advertiser chooses to spend is controllable, but the amount ultimately spent may differ if the keywords chosen are considered competitive. The advertiser will only pay for the ad when a potential lead clicks on it. The money you spend, and the way you manage your budget will determine the number of people who view your ad.
A paid ad placement allows advertisers to make bid payments. These payments to the search engine are made to place product or service ads that will rank higher on the search engine pages than ads from advertisers who are not paying as much.
AdWords is as important to an advertiser as SEO. The reason this is so is because potential leads will click on the ad instead of the organic search results. However, by participating in both advertising models, advertisers will capture the attention of everyone who is searching for a particular keyword.
Research has indicated that almost 70% of web users do not look at sponsored ads, while the remaining users only look at ads to find the services and products they are interested in. By not using SEM as a part of your marketing plan, you are ignoring 30% of potential new leads.
You not only need the right tools, you need the right marketing plan to increase traffic and make sales. 89 Degrees offers recommendations that helps advertisers increase revenue whether they choose SEO or SEM as part of their marketing campaign.