What is Search Engine Marketing (SEM)?
Search Engine Marketing (also known as SEM or Pay Per Click) is another form of internet marketing strategy that places your website at the top of search engine results via a paid advertising channel.
Why is Search Engine Marketing (SEM) important?
Google register about 3.5 billion searches per day (statistic from www.internetlivestats.com). Some of them could be your potential customers who are searching for your products/services. Can they reach you online?
Similar to Search Engine Optimization (SEO), SEM allows you to only target customers who are searching for your products/services. The best part – you only pay when the potential customers are connected to your website.
How can Search Engine Marketing (SEM) help my business?
Traditionally, business owners advertise their products/services using offline channels such as newspapers and magazines. A single full-page advertisement easily cost SGD $6000 per day! Moreover, the majority of this group of audiences may not be your targeted customers.
SEM allows you to target customers who are already searching for your products/services. Your website will only appear if potential customers search for the words or phrases (also known as Keywords) that are related to your business. You only pay when they click on your website and get connected to you. This is also the reason why SEM is also known as Pay Per Click.
SEM also allows you to place your website above all your competitors giving your business a competitive advantage over them. SEM can even rank above Google SEO organic search results.
You can see what your potential customers are searching for using Google Keywords Planner Tool. (You can also download a Keyword Tool step-by-step guide on our SEO page).
What are the advantages of Search Engine Marketing (SEM)?
Unlike traditional advertising like newspapers, you pay to get readers to view your advertisement. This includes those who may not be interested in your products/services. SEM allows you to target customers who are searching for keywords that are related to your business.
You can get your website to the top of Google search results within 1 day. As long as your website advertisement complies with Google search terms and conditions, your website can be up on the same day. This means connecting to your potential customers immediately.
Your advertisement will only be shown to customers who search for your targeted keywords that are relevant to your business. The best part – you only pay when they click on it.
SEM allows you to set a maximum cost per click (the maximum amount you are willing to pay for every click) so that you can better manage your marketing budget. It also allows you to set a daily budget to ensure you do not burst your overall marketing budget.
As highlighted earlier, you only pay when your potential customers click on your advertisement. If a potential customer sees your advertisement but does not click on it, you get free exposure and pay nothing!
Show your advertisement 24 hours a day, 7 days a week
Search Engine Marketing (SEM) allows your advertisement to shown 24 hours a day, 7 days a week. You can also target potential customers around the world.
Points to take note on Search Engine Marketing (SEM)
Search Engine Marketing (SEM) allows your advertisement to be shown on the relevant content website only if it is within your marketing budget.
Example: If you have a $1000 marketing budget per month, this equates to $33.33 per day. If your targeted keyword cost $1 per click, your budget can only last for 33 clicks. After 33 potential customers have clicked on your advertisement, your advertisement will not be shown anymore until the next day.
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