Search engine marketing (SEM) is often confused with search engine optimization (SEO) because of their mutual relation to search engines. But these two beasts are quite different, despite their similar names. Search engine marketing is the overlord, or umbrella that encompasses SEO as well as paid ads or pay per click (PPC). Marketers develop strategic campaigns that integrate both SEO and PPC towards amplifying their business’ online presence and optimizing to search engines and target customers alike.
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We’ve pioneered a number of successful SEM campaigns for a range of business clients. Let us help you get started on the right foot. We can save you the time and money that comes with learning all the subtle nuances we’ve already have figured out about search engine marketing.
If you’re thinking of getting your new SEM strategy started, we can help. First, do research on your target audience. A lot of research. Once you’ve created enough customer personas and developed a deep understanding of what keywords they’re searching for to find businesses like yours, you’re ready to begin planning the rest of your search engine marketing campaign.
Will you use both SEO and PPC to boost site visibility? Some people choose to do both, one or the other, or a lot of one, and some of the other. This delicate balance is based on your business, services, and customer demographics. Even so, a campaign that works for your competitor may not be the best option for you. You’ll want to outshine them after all, and what’s already working may not be enough to give you that special edge.
It’s time to break the mold.
Types of SEO to Consider
When using search engine optimization for your website, you can employ two tactics: organic and local.
Involves hunting out Google map listings and submitting your business information. You can boost visibility even further by hunting out other reputable sites that offer company listing services and submitting yours. Google submission is free but some other listing sites may cost to submit. Regardless, this will enable customers to physically find and contact your business, if it exists in real life and not just online.
Involves optimizing your website to attract traffic naturally and without paying for it. This can involve a range of things like web design, media creation and so much more. If you’re interested in boosting your organic traffic visibility for your SEM campaign, Cork Tree Creative can help with that too.
PPC Options for Businesses
Business owners that decide to use paid advertisements to increase visibility to their online presence have several options to choose from. SEM campaigns can include PPC options like:
Results you see when typing a query into a search engine. Unlike SEO, you pay for higher placement in search engine results. Competition for similar slots determine price for placement.
Show specific customers advertisements on Google as well as other partner sites. If you do a good job researching customer demographics, you can select exactly the type of market your ads will appear in front of.
Social media ads
Paid advertisements that appear on social media channels. Facebook, Instagram, and LinkedIn are three popular channels that accept and display paid ads.
Encompasses paid advertisements that display on random websites. Some people can use dynamic marketing to show ads for specific products to a potential customer that was just looking or searching for it somewhere else. Sequential remarketing doesn’t just show specific ads to specific customers on other websites. Businesses can also create several ads that run in sequential order and change over time.
Great for eCommerce businesses. A Google Shopping PPC campaign can have much success for companies that sell products, as this will place their product in an image carousel right above the other Google search results. Additionally, shopping customers can also click the ‘Shopping’ tab above the Google search bar to only find visual options ready for purchase.