One of the most effective ways to grow your business, is through search engine marketing.
While organic strategies that you use to grow your audience over time is a critical part of any long term strategy, you won’t be able to properly compete with other companies without putting some kind of money behind it.
With around 35% of product searches taking place on google, and with the average google search lasting only a minute, it is imperative that you show up on the top of the search engine results page (SERP).
However through organic means this isn’t always possible, especially when you factor in other businesses that pay money to ensure that they get the top spot. This is where a SEM strategy comes into play.
Let’s go over some of the best tools that you can use when it comes to your own SEM strategy.
Google Ads Keyword Planner
Assuming that Google is where you want your ads to appear, it would make sense to employ Google Ads Keyword Planner, in that it allows you to research specific keywords that are relevant to your business, as well as enabling you to keep track of how searches for certain keywords change over time.
This tool will help you narrow down the list of possible keywords that are best for your business, making sure that you’re using the one that would fit best.
Keyword Planner can also give you suggested bid estimates for the keywords you research, allowing you to determine which would be the best fit according to your budget.
The best part is that once you’ve decided on your keywords and are ready to launch an ad campaign you can do so straight from the app.
Allowing you to track the search volume of a specific keyword, across a different regions, languages, and time frames. Google Trends enables you to identify currently trending keywords, and which ones you should avoid.
Putting money behind a keyword that is decreasing in popularity isn’t the most ideal situation, making this a fairly useful tool for you SEM efforts.
If you work for an E-commerce business this tool is even more helpful, gauging interest in your product across a certain geographical area is without a doubt a very powerful tool, especially for focusing your efforts in a certain area, making sure your money is well spent
While not the only thing you can use this for, its most helpful in that it allows you to tap into Google, Bing, Twitter, Instagram, Amazon, Youtube, and the App Store, this helps you segment your keyword research through various channels and better target your efforts.
This tool will also take your keyword, and give you other variations and combinations of words and phrases that will allow you to cultivate a more extensive list of other possible keywords you can include in a paid ad.
By using Google Autocomplete you can search up relevant keywords, which you can then put into the free version of Keywordtool.Io to generate up to 750 long tail keywords and keyword suggestions for each search term.
You could also use it to analyze search trends on Google, so you can ensure that you are using popular keywords that will keep in the long term.
Have you ever looked at the success of your competitors and wished that you could see which keywords they are buying on Google, or check which ad tests they’ve run?
Spyfu is a tool that allows you to do exactly that, all you have to do is search a domain and you’ll see every keyword that business has bought on Google Adwords, along with every organic keyword that they have ranked for, and every ad variation they’ve had in the last 12 years.
You can also monitor you’re own paid and SEO rankings on Google, Yahoo, and Bing.
A fantastic tool that allows you to conduct extensive keyword research, along with site audits, traffic analysis, keyword rank tracking, and much more.
SemRush will help you to find opportunities to rank with long tail keywords organically, you can also use the tool for various other SEM related efforts.
With it you can check how much where your competitors are concentrating their marketing efforts, as well as analyze their regional presence, which is helpful for figuring out how much money you want to put behind specific keywords.
SemRush will also enable you to uncover your main paid research competitors, find out which keywords they’re bidding on, and discover how they layout their ads.
This information is invaluable to a business that is currently trying to cultivate their own paid strategy and outrank other businesses.
Once you’ve reached the stage that you are ready to invest in SEM, you’ll need to enter an ad auction. For simplicity’s sake we’ll focus on Google Adwords as our ad auctioning site.
Every ad you see on Google has to go through an ad auction before it can be entered into the SERPs, meaning that you will have to enter into one yourself as well.
This is actually quite easy, first you’ll need to identify the keywords you want to bid on, and then clarify how much you are willing to spend per click on each one.
After Google determines that the keywords you’ve bid on are contained within a user’s search query, you will be entered into the ad auction.
Of course not every ad can appear on every search related to that specific keyword. Some keywords don’t have enough commercial intent for Google to justify incorporating ads into the results page.
Additionally, even if you’re keyword is a good fit for a specific ad doesn’t mean that you will win the bid. Google has a couple of main factors they go over before deciding which ads get placed on the SERP.
The first is the amount of your maximum bid, and second is your ads quality score. A quality score, is an estimate given to you after taking into account, the ads quality, your keywords, and your landing pages.
By going to your keywords status column you can identify your current quality score which is based on a 1-10 value.
Your quality score can go up based on how relevant your ad is to the user, how likely your ad is to be clicked on, and how enjoyable the users experience will be once they’ve reached your landing pages.
This sums up everything I have to say about Search Engine Marketing, remember that the market is always changing. It is crucial that you continue to monitor trends and adjust your strategies accordingly.