There are endless opportunities through which a website can be popularized on the internet and Search Engine Marketing(SEM) is one of them. The SEM is considered as the fastest and the most cost-effective strategy which gives your business the power to reach to your customers anywhere in this world. The top ranking in organic results of SERPs can be achieved through effective SEM techniques where as ranking in paid results can be achieved through search engine marketing services also known as pay per click advertising. The ranking in PPC results can bring heavy traffic to your website. The visitor visiting your website through your PPC technique can become your customers which would result to increase in sales and profits.
There are certain factors to be considered while opting for Search Engine Marketing(SEM) techniques, which are given below:-
To be successful in attracting heavy traffic to your website through your Pay-Per-Click (PPC) ad, you need to select the most searched keywords. The search engine marketing company having years of experience in providing reliable PPC services can very well do that by in depth research of keywords relevant to your business, It is just ineffective to achieve top ranking through the keywords which are not searched by the users as you will not get clicks on your Pay-Per-Click ad and no visits on your website.
Use Proper Match Types
Using proper match types will help to show your ads for relevant words other than the keyword you select. Common keyword match types are “Broad Match”, “Phrase Match and “Exact Match”. You should obtain proper knowledge about these keyword match types and select these match types cleverly.
Negative Keywords plays an important role to refine the searches. These are the words for which you are not willing to show your ads. Adding negative keywords will help to avoid showing your ads for irrelevant queries. For example: You are a camera seller. You are selling all cameras except Canon. So you need to add Canon as a negative, so for any searched query which contain “Sony” will not show your ads. Remember you can add negative keywords at campaign level and ad group level too.
Ad Copy Writing
The headline content of the Pay-Per-Click (PPC) ad should be attractive enough so that the users are compelled to click on it. Also the content of the pay per click advertisement should be precise and giving necessary information to the user before he clicks on it. A professional search engine marketing having years of experience in providing PPC services can only design a perfect ad for you which can attract heavy traffic to your website.
Usage of proper Call to Action
Call to action are the phrases which encourages searcher to click your ads. Example: Buy Now, Hurry, Inquire Now, etc. Use proper call to action phrases and see the growing traffic through your SEM campaign.
Don’t forget to select the proper location where your business is serving. Otherwise you will end up showing your ads to wrong targeted audience. While selecting area you have an option to include or exclude locations. Make sure to utilize this SEM technique to target right audience.
Use Ad Scheduling
Is your business opens at certain time of the day? Is it not operational on weekends? Don’t worry. Ad Scheduling is one of the SEM techniques which helps you to show your ads only when your customer is searching for you. You can run your ads for particular time of the day and also shut down it for weekends. Even you can add multiple time slots during the day.
Use Ad Extensions
Google AdWords gives an option to add multiple lines below your ads by choosing ad extension. Some of the popular ad extensions are Phone Extension, Address Extension. Using these extensions you can show your business address, phone number and Email Id along with your ad copy. It’s really great features and sometimes turns into a cost saving tool. User will directly call you instead clicking your ads
Landing Page Selection
Make sure that if someone clicks on your ad he will land to a proper page and sees what you have promised in your ad copy. This is one of the important SEM technique which if not used properly you may waste your entire budget without any results.
Deciding on Bid for Those Keywords
You need to decide a particular bid for each keyword you have selected. The bid should neither be too high nor too low. If your bid is high, you end up paying more unnecessarily and your budget gets over before the day ends and if your bid is low, your ad doesn’t get displayed on top position when a user searches for the keywords selected by you.
Once your Pay-Per-Click (PPC) ad has started showing up through the keywords you have selected, you need to track the impressions and clicks so that you can plan your Search Engine Marketing strategy in advance. During this process, if your ad stops showing up on top position, then you may need to increase the bid so that you can maintain the position of your PPC advertisement on top position.