Marketing for Online Search Engines is More Effective than Traditional Marketing
Due to the changes in consumer behavior, it is more important than ever for companies to modernize their marketing strategy. Search Engine Marketing, or SEM is one of the most efficient ways to grow your business. Why you ask? Well, because 89% of customers begin their buying process with a search engine. (Biznology)
The Evolution of Marketing: Search Engine Marketing
Although traditional marketing can be effective, it is quickly taking a back seat.We now live in a time of instant gratification. With a simple search engine qwery, consumers can find whatever they might be looking for. This has transformed the traditional marketing landscape. Search Engine Marketing must be a major tool in your company’s overall digital marketing strategy belt in 2017.
If it’s not, it should be an integral part of your advertising plan going forward.
We will focus SEM. The term “Search Marketing” is often used as the term that encompasses:
- SEO: Earning traffic through unpaid or free listings
- SEM: Buying traffic through paid search listings
Traditional marketing refers to any type of promotion, advertising or campaign that has been in use by companies for years, and that has a proven success rate. Methods of traditional marketing can include print advertisements, such as newsletters, billboards, flyers and newspaper print ads.
There has been a huge shift in the marketing world. Google’s advertising revenue is now larger than that of the entire U.S. print industry. (The Wonder of Tech) Think of traditional marketing like a shotgun blast attempt at advertising, whereas SEM is like touting a laser gun with incredible accuracy.
In regards to cost, SEM creates a level playing field for your marketing efforts when compared to Traditional marketing. SEM is more cost-effective than traditional marketing, which can be expensive and time consuming. When compared to SEM, traditional marketing, on an average, is 61% more expensive. With Traditional, targeting the right audience is extremely difficult to accomplish and tracking your ROI is nearly impossible.
With SEM, you have the ability to focus on target your specific audience, create a geographical radius or net where you want that ad to appear and within seconds your business can be situated on the top of the search engine results page. It allows you the flexibility to update your ad, manage your daily budget and gain visibility quickly and easily. More importantly, you can determine your return on investment.
Where does your company show up in the search results on Google or Bing? What about your competition?
With SEM, the obvious benefit of these advertisements is that the ads are placed in front of motivated customers who are already looking for your product. But the magic lies within the keywords you select to use for your ads.
The Importance of Keywords that Engage
Consumers are quickly becoming very accustomed to personalization, that they are now expecting it. It is extremely important to create truly targeted campaigns. In order to do that, you need to understand the persona of your consumer you are trying to target. Utilizing the right key words will deliver success. Often times, this is accomplished with a little trial and error.
All of advertising has the ultimate goal of driving brand awareness and delivering revenue to a business. SEM helps to deliver a more qualified lead which has a higher probability of becoming a client compared to Traditional marketing. Consumers are either going to find your company’s website in the top search results, or they are going to find your competition.