If you are the proud owner of an online business, you would have come across a lot of business experts mentioning terms like ‘SEM’ and ‘Website Optimization’. What exactly do these terms mean and what is their significance? For starters, SEM is great for the survival of your business. Although both the terms SEO and SEM are considered to be the same, there lies a world of difference between the two. Before we delve deeper into SEM, let’s understand what exactly SEM means.
What Is SEM?
SEM is an abbreviation for Search Engine Marketing. It refers to the techniques of boosting the rank of a webpage in the SERPs. Companies generally pay other firms for these services. Some SEM techniques are:
- Paid Ads
- Paid advertising
- CPM or Cost-Per-Thousand impressions
- PPC or Pay-Per-Click
- CPC or Cost-Per-Click
How Is It Different from SEO?
Search Engine Marketing subsumes Search Engine Optimization. The process of optimizing your website or blog to ensure that it ranks higher on search engines is SEO, but when you include advertising and promoting your webpage on search engines, it is classified under SEM. To start advertising your website on search engines, you will need to set up an ad campaign that displays your website as a link on an online advertisement. This is referred to as Pay-Per-Click advertising.
4 Compelling Reasons to Choose SEM
Now, let’s understand why SEM is necessary for your business:
Boosts the Traffic Influx to Your Website
There is substantial research that provides evidence to support the fact that over 90 percent of search engine users do not go beyond the first page of the SERPs. Hence, your business will attract traffic only if you rank in the top 10. This sounds like an impossible feat, especially if your business is relatively new or one with already existing competition. In such a scenario, SEM proves to be a boon! It automatically places you on the top of the SERPs and redirects users to your website.
You Can Track and Analyze SEM Campaigns
To truly measure the effectiveness of your online marketing campaign, you need to adopt the right marketing channels. Without measuring the campaign impressions, conversions and click-through-rates, it is difficult to understand whether they are delivering the desired results or not. SEM can be tracked and measured accurately using various tools. Once you start measuring the impact of your campaigns, you can make the appropriate changes in order to make your advertising even more effective.
It Helps Boost Sales
Sometimes, even the most innovative and revolutionary products lack sales. This is primarily because your website is not getting the required traffic. The only way to sell is to ensure that maximum people are able to view your product. This problem can be overcome by using the right SEM strategies. SEM places your website right where it needs to be. It will show up whenever it is triggered by relevant keywords. Hence, you get targeted traffic to your website, which in turn boosts your company’s sales conversion.
SEM is regarded as a high return on investment marketing channel. Since it can be measured and tracked, you can remove underperforming ads and improvise them. SEM has a very wide reach when it comes to targeted traffic. It will make sure that users who have shown interest in your website will be convinced to revisit it regularly. Hence, it helps in getting a higher traffic volume to your website and this, in turn, boosts the sales.
SEM is one of the most crucial marketing channels that you must invest in for the growth of your business. The success of your business depends largely on the marketing strategies that you adopt. Hence, as a business, it is imperative that you employ the best SEM strategies and adapt to the online environment as soon as possible!