Posts

How can SEM benefits your business

How Does Search Engine Marketing Benefit your Business

What is Marketing?

Marketing is a way to promote your products or services. The purpose of Marketing is to get the message of your brand, and offers delivered to as many people as possible that may be interested in what products or services you have to offer.

How Does SEM (Search Engine Marketing) play a role in this?

SEM allows you to market your product and offers through the Search Engines, like Google, Yahoo, and Bing for example. Search engine marketing is one of the most effective marketing techniques that allows us to drive qualified leads to your business. With SEM, we can provide a quick and effective way to be found on the search engines because we are able to bid on specific keywords related to your products and services. We can target people who are already interested in you, and with SEM we can provide exactly what they are searching for.

How can SEM Benefit your Business?

How can SEM benefits your businessWhen people search online for a product or service they are usually in a buying stage. We use SEM to target your product and services so that when someone searches for a specific product your ads will show in the search result listings. SEM allows us to literally place your business in front of the people looking for you and bringing these prospects to your websites and converting them into a customer.

  • Lead Generation: SEM will drive targeted traffic to your site 24/7. The Internet never sleeps. When your site has visibility on search engines, you are going to get targeted traffic every hour, of every day. Millions of searches are conducted every day as people look for websites, information, products and services. With search marketing, you can definitely get more targeted traffic to your website.
  • Cost Effective: When compared to other traditional advertising media, search marketing is definitely more cost effective. Search engine traffic is more targeted which makes it easier for you to convert prospects to customers. We are also able to measure your response with Google Analytics so that you know how effective your campaign is, and with SEM you can see results right away.
  • Brand Building: When your website has high visibility on search engines, you are showing your prospects that your business is an authority in your respective brand or industry. When searchers see your website often, they will remember your brand. Even if they do not need the product or service now, they will think of your brand first when they need it in the near future.
  • Stay Competitive: Do a Google Search with some keywords related to your business. You will see that most of your Competitors are already leveraging SEM, and are taking business away from you. Stay competitive in your industry with SEM.

Major search engines like Google account for more than 90% of all search engine traffic. SEM allows you to leverage your business in Google’s playground to get the maximum exposure to your business. Be seen in your industry with Search Engine Marketing. To find out how you can get started contact PowerClicks SEM today!

Article Source: EzineArticles.com


Rejane Thayer, Search Engine Marketing SpecialistRejane Thayer is the Search Engine Marketing Speicalist at PowerSites®, an all inclusive website-hosting, creation, and marketing solution that helps local businesses establish their brand, drive leads, and track success. PowerSites® is a leading resource in print, online and mobile for hyperlocal advertising, and brand management with our Business Directory Listings.

Small Business Tips: Marketing Strategy for the Holidays

The Holiday Season is in full-swing, and for small business owners, that means a potential increase in revenue. While the boost may come organically, just because of the sheer timing and necessity of the Holidays, it’s still very important to engage in Holiday promotions and marketing strategy to get the most out of the Holiday rush. Here are just some of the top marketing tips and strategies small business owners should be implementing for the Holiday season.

Optimize and Update Your Website

Updating your website with relevant keywords and content should be at the very top of your Holiday to-do list. Use keywords that are relevant to what product or service your business offers. Use relevant “Holiday” keywords like “gifts, free shipping, holidays, Christmas, New Years, sale, limited time, special offer”, etc. If your site has a blog, blog about your Holiday specials, or holiday-themed topics. Update store hours on your website and phone prompt, if they’re different for the Holiday season. If you don’t already have a website, now is definitely the time to get one. If you need help getting a website, contact our PowerSites team and they can help you launch your online presence.
Use these marketing tips for the holiday season

Holiday Coupons

Coupons are a great way to generate buzz and interest about your business. Holidays are a great time to promote coupons, good for both service and product-centered small businesses. You should use all channels of advertising to promote you coupons. Promote your coupons online via your website, email marketing and social media channels, and also through traditional print advertising in your local classifieds or with fliers and postcards. Just be sure to run a promotion that doesn’t hurt your bottom line.

Email Marketing and Social Media

Like mentioned before, it’s important to use all marketing channels to your advantage. Not only for promoting your coupons, but for staying engaged with your customer base. Whether you have special holiday promotions or not, it’s important to stay connected with your customers. If you have an existing customer email list, send out an email to the list wishing everyone a happy holidays and new year. If you already have a Facebook Business page, Twitter Account, Yelp, or Google + Page, post a status update to your social media accounts wishing everyone a happy holidays. You may not have a promotion to advertise, but you’ll show up in their inbox and news feed, and if they weren’t thinking about your business before, you’re now on their mind, which may prompt them to visit your store or website. Effective email campaigns can have a big impact on getting customers into your store and purchasing.

Search Engine Marketing

Geo-targeting and hyper-local advertising will be key during the Holiday season. The Holidays creep up on everyone, and most people leave their gift-buying to the last minute, which means they’re on a time crunch and will shop locally to get what they need. It’s important to have an SEM campaign running prior and during the holidays, so you will rank higher in the search results. If you’re not sure where to even start with search engine marketing, contact our PowerClicks team to help you get started.

What are some other Holiday marketing strategies that have worked for you?

What Every Local Business Should Know About Paid Search

By Drew Fortin, Marketing Director of Digital Products at PennySaverUSA

Most local businesses have heard the term “SEM,” but I think many fail to recognize exactly what the term means.  SEM literally stands for Search Engine Marketing.  SEM can be broken down into two components – organic search (aka natural search) and paid search.

Organic search marketing is essentially the process of structuring your website’s architecture, generating content relevant to your business, and obtaining inbound links from other websites to increase the chances of your website ranking naturally in the SERP (search engine results page).  This optimization is most always referred to as SEO, or search engine optimization.

Paid search is a much simpler concept.  Quite simply, it’s when advertisers pay to have their listing appear on the SERP.  Although the concept is simple, the techniques and strategy used to get the most bang for your buck in paid search can be quite complex.

powersites-blog-sem

The Google SERP – Paid Search and Organic Listings

In addition to paying to have your ads listed in the SERP, paid search platforms like Google AdWords and MSN AdCenter (Yahoo! and Bing) allow you post your ads on their content networks.  This allows you to dramatically increase your exposure across millions of websites who are hosting content that is relevant to your business.

powersites-blog-sem2

Examples of ads in Google’s Content Network.

How Paid Search Works

Paid search is a type of pay per click (PPC) advertising. It’s comprised of 3 main elements:

  1. Keywords – you select keywords or phrases that essentially trigger when your ad should appear in the SERP.
  2. Ads – when someone searches for the keywords you have selected, your ad appears.
  3. Landing Pages – you choose what page on your website should appear when someone clicks on one of your paid search ads.
powersites-blog-sem3

Example of PPC ads on Google AdWords.

What Determines How Much You Pay Per Click?

Paid search advertising platforms like Google AdWords and MSN AdCenter leverage auction style bidding technologies as the core of their business model and methodology.  Advertisers place a bid on every keyword they want their ad to show up for.  Each advertisers’ bid is then compared against other competing advertisers.  How much you bid determines where you’re ad is placed…kind of.

In addition to your bid, the search engines also consider other factors that can improve your ad placement even if you are bidding less than someone else.  For instance, Google AdWords looks at how well your paid search account is structured so that keywords and ads are highly relevant. They also scan the landing pages where you are sending the ads to make sure they are also relevant.  They also consider past paid search campaigns performance and also how you have performed as compared to other accounts in your geo-location or region.

Google compiles all of these factors into a Quality Score.  AdWords users’ ads can score between 1 and 10.  The higher your score, the more relevant your ads are considered.  By incorporating Quality Score into their algorithm, or calculation, for determining which ad appears where, Google is ensuring that the most relevant ads are performing.  And, in this scenario, everyone wins.  The advertisers with the highest quality scores are paying the least amount possible, searchers are seeing the most relevant ads, and therefore ads are receiving the most clicks (how Google makes money).

powersites-blog-sem4

Google AdWords Quality Score Factors

Because there are so many moving parts, setting up paid search campaigns and managing accounts is no easy task.  It requires a lot of time and dedication, especially at the start, if you want to drive qualified traffic and conversions (leads, calls, sales, etc.).  Businesses that try the “set it and forget it” approach usually end up blowing cash that they could have otherwise used to promote their business.

If you’re a local business owner looking to try paid search, you don’t have to go it alone. Check out PennySaverUSA.com’s paid search service, PowerClicks.

Explaining the differences between SEO and SEM

By Isaac Taylor, PowerSites Jr. Product Manager

What are SEO and SEM?

SEO (search engine optimization): The process of optimizing websites for inclusion in organic, or non-paid, search engine listings.

SEM (search engine marketing): The process of marketing web sites through internet search engines using non-paid as well as paid channels.

Is SEO a part of SEM?

Yes. SEO is leveraging the non-paid listings of search engine result pages (SERPs) and is considered to be part of the SEM channel.

How is SEO used in an SEM campaign?

The process of optimizing a site for search engines includes one or more of the following:

  • Placing relevant, high quality content on a site.
  • Optimizing keywords to match the site’s content.
  • Keyword rich meta tags
  • Entering geo-locators if the site should found by people in a specific geographic region
  • Back-link building
  • Properly structured sitemaps
  • Adding multi-media and graphics with correct alternate text

By correctly leveraging the elements listed above, which will be discussed in greater detail in a later post, you can influence search engines to give more weight to your site over your competitors’ sites. If a search engine believes that your site has more relevant content for your target keywords than your competitors’ site does, then your site will be listed higher in the organic search results area when people search for those keywords.

Though SEO is an ongoing process, once the foundation has been properly laid, you’ll be able to focus on and move forward with other elements of your SEM campaign.

What else falls under the SEM umbrella?

  • Search engine directory submissions and management
  • Paid inclusion
  • PPC (pay-per-click)
  • Link building and management
  • Performance monitoring and reporting

So…Pay-Per-Click isn’t the same thing as SEM either?

Correct, pay-per-click (PPC) is only a single part of an SEM campaign. Many people have mistaken PPC and SEM as being the same thing; however, PPC is just part of a much larger endeavor to get your site found online.

Where are the organic and paid listings on a Google search result page?

Paid listings can appear at the top of the page, the right hand side of the page, and sometimes at the bottom of the page.

Organic listings will appear in the middle of the page if there are paid listings above them. If there aren’t any paid listings above them you will find the organic listings beginning at the top of the page.

Organic vs. Paid search

A graphical view of paid vs. organic listings on Google’s search engine results page (SERP).

SEM contains many tools that can help you increase exposure to your web site using both paid and non-paid channels. By leveraging such tools as SEO and PPC you’ll see the quantity and quality of your site’s traffic improve.