Search Engine Marketing
Search engine marketing (SEM) is a great way to jumpstart your online business. While search engine optimization (SEO) helps you grow over the long-term, everyone can use a boost to quickly get to the next level, whether you’re looking for sales, leads, or an increase in views/visits.
At RGV Digital, we’re a Certified Google Partner. This means we are trained in various Google advertising methods, and have access to expert help from Google employees anytime we need it, to make sure we deliver the results you’re looking for.
So, what exactly is search engine marketing, and how does it work?
Search Engine Marketing: What Can It Do For Me?
Search engine marketing is an extremely effective tool for driving site visits to particular pages.
For instance, if you were a mosquito control company, you may want to use search engine marketing to get ads in front of people who are between the ages of 30-65 who are homeowners and live in a 60 mile radius of your business, with the ads being served between April and June.
With search engine marketing, you can target by location, gender, age, and many other controls to get your ads in front of the right people to drive visits and sales.
Types Of Search Engine Marketing And How They Work
AdWords (Text/Google Search Results)
Google AdWords allows you to place text ads at the top and bottom of search results in Google.
Let’s stick with the pest control company example. You would likely want to target people who are searching for ‘pest control’, but also ‘how to kill mosquitoes’ ‘how to get rid of insects’, ‘how to control insects’ and variations upon those. By targeting specific keywords with search engine marketing, you can display your ads only to those who have an interest in your product or service.
It’s important also to take into account negative keywords. For instance, you would not want to target ‘how to raise mosquitoes’ or ‘life cycle of a insects’, as those people are probably not interested in controlling insects.
AdWords (Display/Google Display Network)
Google AdWords also allows you to place graphic display ads throughout their Google Display Network (GDN). You can target people very precisely with these display ads, much more precisely than with traditional newspaper or billboard advertising. AdWords allows us to target people by physical location, age, gender, income and many more metrics to create precision in advertising never before possible!
The GDN partners with more than 2 million websites which reach more than 90% of internet users worldwide, meaning you can target anyone, anywhere, unlike traditional methods.
Another great feature of Google AdWords is that it allows you to create and distribute video advertisements as well.
Youtube has quickly become the second-largest search engine in the world, behind Google, and in fact was purchased by Google in 2006. It’s bigger than Bing, Yahoo, Ask and AOL combined, and receives 1 billion unique visitors per month!
These video ads can either appear before the video a user wants to watch, beside a video, or in the search results. These can be targeted through search engine marketing as well, by gender, age, location, interests and more.
How Much Does Search Engine Marketing Cost?
PPC refers to the cost per click, or how much it costs every time a person clicks once on your ad (which links to a page on your website.) It’s important to note you only pay if a person clicks on your ad; if they simply view the ad, it costs you nothing.
Clicks are an important way of measuring the effectiveness of your search engine marketing, which we do through Google Analytics.
Newer media powerhouses like Google, Bing, Facebook and Twitter have all adopted this style of charging for ads.
One recent study found that many small businesses waste 25% of their PPC budgets due to misunderstanding of keywords and other search engine marketing issues. This is precisely why it is usually best to hire an expert like RGV Digital to do your search engine marketing for you, as you’ll end up saving money in the long run.
CPM refers to the cost per thousand impressions, or how much it costs every time 1,000 people view your ad. It’s important to note that this is based on views, not clicks, so we don’t have any guarantee that action is taken, it has just been shown. CPM is only available for display ads, not for text or video ads.
This is the most similar to traditional television, radio or newspaper advertising, where you pay for display space.
Contact us today to get a free AdWords PPC evaluation for your business from a Certified Google Partner, and see how RGV Digital can promote your business!