There are a million ways you can attempt to connect with your customers. The hard part is figuring out what works best for your particular audience and industry.
What methods will draw the attention of the right people? And how do you set yourself apart from your competitors?
Search engine marketing (SEM) is a means of attracting customers to your website through advantageous positioning on search results pages.
This is done through Pay-Per-Click (PPC, also known as AdWords or Google Ads) and Search Engine Optimization (SEO).
But what is it about SEM that generates better leads?
Here are 6 ways search engine marketing provides stronger leads for your website:
- Addresses Those Already Searching for Your Service
- Updated Metrics Allow Recalibration
- Better Positioning Translates to More Visits
- Increases Visibility Which Enhances Brand Awareness
- Offers Solutions for Long-Term Growth and Short-Term Gains
- Works in Tandem With Other Marketing Efforts
Addresses Those Already Searching for Your Service
PPC allows you to target specific keywords relating to your products, services, or industry. SEO works in much the same way. The goal of both of these methods is to utilize these keywords to put your content in front of people that are already performing searches relating to your industry.
This is a much more direct method than traditional marketing such as television ads or billboards. Traditional methods simply broadcast a company’s advertisement to everybody, with no consideration to whether or not they might be interested in it.
Addressing people that are predisposed to an interest in your message drastically increases the potential for a meaningful conversion.
Updated Metrics Allow Recalibration
Website metrics allow a window into who is visiting your page, how they found your site, and what they are doing when they get there. This is very useful because it shows you the habits of your visitors.
These tendencies can show you things such as visitors that don’t like what they see once they find your website. A high bounce rate — the tendency for people to leave your website without leaving the entrance page — implies your content didn’t suit their needs.
PPC advertisements also allow descriptive metrics to see which ads are performing well, and which have room for improvement. Paying attention to these metrics helps guide you toward creating a successful campaign.
Better Positioning Translates to More Visits
The positioning of your pages in relevant search results has a huge impact on your traffic. Internet searchers don’t generally glance beyond the first page of results. This is why SEO has become such a large focus for many websites over the last couple of decades.
Internet searches are one of the most popular ways for people to find new products and services. Your ability to rise to the top of these searches will dictate the success of your business.
PPC ads stick to the top of relevant searches, even above the top search results. This puts your message directly in front of people that are already looking for your industry.
Increases Visibility Which Enhances Brand Awareness
Your brand is made up of every interaction a person has with your business. This includes every social media post, every customer service experience, and every time they come across your website on search results.
Search engine marketing aims at putting your name in front of potentially interested consumers. And each time this happens, these consumers are going to have a stronger idea of your company.
Recognition goes a long way to building trust. And the more someone has a positive experience with your brand, the more likely they are to seek you out when they need your services.
Offers Solutions for Long-Term Growth and Short-Term Gains
Search engine marketing is able to help companies and websites in various stages of their growth.
Are you hoping to bring attention to current promotions? Do you have a new product or service launching soon? Or are you brand new to the market and trying to get your name out there?
PPC campaigns are a great way to create an immediate response. They will only work as long as they are active, but they can generate interest and recognizable returns.
SEO, on the other hand, works toward long-term growth. It builds a solid base that can be built up over time.
Using these two methods in tandem can create a spark of interest followed by sustainable growth.
Works in Tandem With Other Marketing Efforts
Search engine marketing is another tool in your toolbox. It can be used to bolster other marketing efforts and generate interest in your website.
A successful marketing strategy needs to make use of a variety of methods that will come together to provide measurable benefits. And search engine marketing — with its scalability and trackability — is an essential aspect of a successful marketing campaign.