Search engine marketing (SEM) is a form of internet marketing that seeks to promote advertisers’ websites by increasing their visibility on search engine result pages (SERPs). This type of advertising is especially effective if the website is not optimized or it is difficult to get high ranking on search results pages because of the high concentration of competition on the targeted keywords. Paid and organic search are essential parts of any complete search engine marketing strategy..
The cost of advertising on search engines is determined by auction, depending on how well the ads and pages referenced by the ad are optimized, as well as the level of competition for certain keywords and the price they have offered.
Good keyword targeting is the key here, since the goal is not only to increase website traffic but also to generate conversions in buyers or clients. The specific thing in this type of advertising is pay-per-click (PPC), which means that no cost accrues until someone actually clicks on the ad and gets to the advertiser’s page.
Let`s focus on several important factors in paid search and their impact on B2B direct marketing.
One of the most significant things in the Internet search in the last few years is the development of Google’s Modified Broad Match (modified type of broad match), which is very important for the effective management of paid search campaigns. You can identify the best broad match type by selecting the best performing keywords from your AdWords and then including them in your new campaign.
It’s also very important to include ad extensions in Google Ads. Google offers a comprehensive suite of paid search campaign management tools that can significantly reduce costs and increase the effectiveness of your paid search campaigns. .
Creating a more extensive list of negative keywords can also significantly improve not only your CTR but also your campaign’s conversion rate, resulting in much more effective, better targeted ads. For example, if your company is repairing airplanes, you will definitely want to focus only on covering that area of business, avoiding repairing the ships. So, to ensure that the cost of advertising is effectively used only on people who are looking for airplane repair information, it is necessary to use negative keywords to exclude any other things from the search.
Another important concept to understand is something Google calls the Quality Score. Each keyword in your Google AdWords account has a Quality Score. Google considers a number of factors to measure how relevant your keyword is to the ad text as well as to the user’s search query. The Quality Score of keywords is often updated and closely related to their performance. In general, a high Quality Score means that your keyword will activate your ad in the highest position and at the lowest cost-per-click (CPC). In other words, relevancy is one of the key things, and although Google hides all the factors and the extent to which relevance is measured, nevertheless, the single largest relevancy factor is probably CTR. A relevant ad that closely matches a user’s query or search term is likely to produce a high conversion rate (CTR), which in turn translates into a high Quality Score. Keywords that have a high Quality Score will allow you to achieve higher rankings at a lower CPC, generating more relevant Leads and therefore a better return on investment (ROI).
The main advantage of both paid and organic search over other direct-to-B2B direct marketing is the extensive Google AdWords analytics required to constantly measure the search engine results.
Paid Search provides a comprehensive set of tools that enables highly targeted direct marketing campaigns. This expensive tool is equally effective for both paid and organic search if used wisely. .