Your Guide to Search Engine Marketing

Updated July 4, 2022

We live in an increasingly digital world. Most people turn to the internet when they are looking for anything – from a restaurant for dinner to which new dishwasher to buy. The competition is fierce as countless other businesses are competing for the same attention – attention that does not span past the first page of results. If you want to be seen, you need to be on page number one. Search engine marketing will effectively promote your business through measurable ads targeted at people searching for your products or services and will also help you land on the coveted first page.

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You may have heard the term but are wondering what search engine marketing (SEM) actually is. SEM is marketing your business through digital ads that appear with search results on Google, Bing or Yahoo. You decide which keywords can be used when searching for your products or services and you bid on them. This allows your ad to appear in the search engine results page (SERP) along with other search results.

These ads can range from a simple text ad to a more visual full product description or banner ad. The benefit of this type of advertising is that you are marketing to an engaged prospect that is actively searching for your products or services. They are usually in the final stage of the buying cycle and are ready to make a decision. It’s a prime opportunity that no other advertising medium can deliver.

The Importance of Keywords

Your Guide to Search Engine Marketing

Keywords are fundamental to a successful search engine marketing strategy – they are the main ingredient in your recipe for success. Keywords are what link your ad or content to what the user is searching for. If there’s a match, that’s a win!

Consider what your products and services are and what your prospective clients might be searching for and compile a list of these words and phrases. We can help you refine the list and focus on the most advantageous words to ensure your campaign is a success.

What is Pay Per Click (PPC)?

You’ve likely heard of Pay Per Click. That’s what we call this type of advertising because you bid on keywords and you pay when someone clicks. It takes time and experience to do this effectively as you want those clicks to translate into paying customers. Otherwise it can be a costly venture.

Our ZOO Team has the experience and expertise to help you manage a successful SEM campaign. We will leverage our comprehensive software tools to manage the campaign efficiently and maximize your ROI.

Managing Your Search Engine Marketing Campaign

We know you’re looking for profitable leads that turn into clients and not just some statistics about clicks. So we focus on conversions. You’ll see that our analytical approach provides you with progress updates and an opportunity to make decisions based on actual measurable data.

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SEM Monthly Stats Report

We will test your landing page monthly and make changes to help increase conversion rates. Using A/B testing allows us to determine which approach provides the highest conversion rates. This means incremental increases in the ROI over time.

We understand that bidding on keywords and deciding which keywords are most suited to your needs is a complicated venture for the average business owner. So, we take care of monitoring which words are performing best, without budgeting too high on words that don’t convert and not too low on words that are working well. When we identify the highest performing keywords, we individually manage them to maximize clicks and profitability. Likewise, we identify the poorest performing keywords and eliminate them to reduce cost.

We think you’ll go wild for our ZOO Team’s expertise and service for CPP campaigns. Give it a try and see the roaring results for yourself!

Search Engine Marketing vs. Search Engine Optimization

With all of these letters being thrown around, it’s tough to keep track. So, what’s the difference between SEM and SEO? Search engine marketing is paid advertising which allows your ad to appear in search results. Search engine optimization is different because you’re not paying to advertise. You are utilizing keywords in your website to try and earn a free spot in the search results.

Organic search results refers to the unpaid results of a query. Although paid marketing makes up the top search results, SEO is a way to enhance your organic results. Figuring out how to leverage this can be tricky and time consuming as Google and other search engines use complicated algorithms to compile their results and these algorithms change frequently. Fortunately, our ZOO team follows these trends and can help you navigate. Be sure to reach out to us with any questions you may have.

Both search engine strategies should be an important part of your marketing strategy. SEO can direct a fresh stream of prospects to the top of your funnel while SEM effectively converts prospects into clients. Together, they work in tandem to bring you the best digital results.

Optimizing Your Website for Search Engines

There are many factors that contribute to a search algorithm. In fact, Google uses approximately 200 signals as part of their calculation. These “signals” can include your content, geography, bounce rate, time on page, site speed, site structure, page rank and how easy your site is to navigate. These things all factor into where your page ends up in the search results.

Here are some tactics you can use to help your SEO. To have a wildly successful website, our ZOO experts suggest:

  • Ensure your site is mobile friendly. You may recall a major change from Google in 2015 that put emphasis on mobile friendly sites. Either you are or you are not and it impacts your rating.
  • User Experience (UX) has become an important factor. Consider how users navigate your site. Is it easy to use? Or difficult to navigate? A good user experience will rate higher than a site that is confusing to use.
  • Utilize basic website features like meta tags, keywords, heading tags and optimized images.
  • Create local listings for your business so it’s easy to find. Yahoo Local, Bing Local and Google My Business are essential.
  • Ensure other websites link to yours to establish your site as an authority (at least as far as the algorithm is concerned).
  • Avoid technical jargon or internal phrases and acronyms. You need to think like your potential customers and they might not know the correct terms to search for.
  • Stay current with your company’s products, offers, and news. A great strategy is to have a weekly blog so there is a constant stream of fresh content.
  • Setup social media business pages and post relevant helpful content on a regular basis for your followers including syndicating your blog articles to get more traffic to your website.

If these ideas make sense but you’re still unsure about how to put all the pieces together, or don’t have the time, let our ZOO team help. We can help optimize your website and look after your search engine marketing campaigns to help you grow your revenue. These effective strategies can be a major win for your business.

To learn more, contact ZOO Media Group today!