Problems you might be facing
Are you having trouble finding leads and sales for your business?
Do you notice your business website is not receiving enough visitors to submit an enquiry form?
Are you looking for an effective marketing strategy that performs better than your traditional newspaper and radio advertisements?
If these questions occurred to you, Search Engine Marketing may be the best solution for you.
What is Search Engine Marketing (SEM)?
Search engine marketing is a form of digital marketing that improves your website’s visibility in the Search Engine Results pages (SERPs). This is usually achieved through the use of paid advertising.
The most popular SEM platforms are:
- Google Ads
- Bing Ads
As there are around 4 billion Google users in the world, it is crucial for your business to consider using SEM as one of your marketing and advertising strategies.
What is Pay-per-click (PPC) in Google Ads?
One of the most popular and effective SEM is using the pay-per-click (PPC) advertising platforms such as Google Ads.
Pay-per-click is as the words tell you – you only pay when someone clicks on your advertisement.
Here is an example.
Say someone is looking to buy a dress shoe. The first thing he usually does is to head to Google and search for shoes that he likes.
He’ll likely search for terms like “Dress shoe for men”, “Best men dress shoes” or even “leather dress shoes for men”.
If you’re a shop selling these types of shoes and using Google Ads, your ads will appear and he may click on them to visit your website.
Ultimately, he’ll place an order, and you’ve earned yourself a customer!
The best thing about PPC is that you’re only charged when people clicks on your ad. That’s why the keywords you choose to trigger your ad to show is very important.
Why do you need PPC now?
Did you know that people who clicks on ads are 50% more likely to make a purchase?
70% of the paid search market share belongs to Google and 65% of small medium businesses already have a PPC campaign.
If you’re not considering PPC as your marketing campaign, most of your competitors are likely already doing so.
As pay-per-click (PPC) advertising, such as Google Ads, is leveraging on search intent, people who clicks on your ads are already in the state of mind to purchase your products or services.
As we’ve understood that there’re thousands and millions of Google users, can you imagine the amount of potential your SEM campaign can bring to your business? The digital marketing opportunities are endless.
Pay-per-click advertising is a fast and cost-effective way for your company to gain visibility and awareness. It helps by driving relevant searches to your website quickly without having to do Search engine optimization (SEO) which takes longer to rank on organic search results well.
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Google Ads also allow you to set a budget that you’re comfortable with. If you wish to lower your budget for certain period, you can easily change the new budget there.
This is also one of the strengths of PPC as it caters a flexible budget for new or experienced business owners.
The other benefit of Search engine marketing is that paid search advertising also helps to promote brand awareness and improves your lead generation for your business.
In most cases, bidding keywords on your own brand name is usually cheaper and helps prevent other competitors from bidding on the same keyword. This can drive more traffic to your website at a lower cost.
How does PPC work?
Search engine marketing, namely PPC advertising, helps you generate qualified leads as you can target the right types of audience who are most likely to be interested in your brand.
Here’s how it works.
Whenever someone clicks on your advertising, you will pay a fee. The fee amount will depend on the competitiveness and difficulty of the keywords you are bidding for. The more difficult it is, the more costly per click is.
To avoid spending too much money without visitors converting, it’s crucial to create an effective campaign strategy and plan accordingly.
In order to prevent wasteful ad spend and clicks that don’t convert to sales, we need to determine the proper metric such as cost per acquisition (CPA) and ideal Max cost per click for the SEM campaign.
This usually involves business owners and digital marketing agency to understand the nature of business and it’s profitability.
We also need to collect enough Google Ads data from the SEM campaigns that need to be run for some time.
As search engines’ machine learning technology is progressing rapidly, its algorithm can detect poorly done SEM campaigns very quickly. When this happens, your Google Ads campaign will suffer lower Ad rank, or ranking position in the SERP, which reduces your ad’s visibility.
One of the factors contributing to a lower Ad rank is a metric called “Quality score“. This is a metric used by Google to determine the quality of SEM campaigns.
There are a few ways to affect Quality score and one of which is the quality and relevance of landing page. Google’s algorithm detects how relevant the landing page is to the corresponding ad that it’s showing searchers to in the search engines.
If these are not optimized properly, it will usually cause your cost per click to be more expensive than your competitors. Your return on ads spend (ROAS) will also be negatively affected.
That’s why to run a successful and profitable SEM campaign for your business, it’s important to leave it to a professional and experienced digital Marketing agency.
Are you looking for an SEM Agency in Singapore?
There are many Search engine marketing (SEM) agencies in Singapore presently. With numerous SEM services to consider, how would you realize which is the leading digital marketing agency for you?
It is best to visit more than one SEM agency in Singapore to get a vibe on what are their marketing campaign guidelines and working style. Get some information about their way of communication with their internal team, their price estimating process, the quantity of staff and more.
Additionally, make certain to check what separates them from other SEM companies. How large is their marketing agency ? On the off chance that it is, what amount of experience do they have?
You should also understand how many SEM experts do they have, and will your SEM campaign handled by a senior professional? Do they have adequate specialized knowledge in the industry your business is in?
Other than PPC, do they provide other services such as SEO and SEM, Social Media Marketing and other digital marketing channels?
By knowing these information, you’ll have better chance of engaging a suitable SEM company in Singapore.