Thursday, September 19, 2024
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SEM

What is SEM?

SEM or Search Engine Marketing stands for paid search ads. If you search any query on search engines, there are some results on that list having Ads on their front, as you see in the below image. Search Engine Marketing is also known as Pay Per Click or PPC. This strategy is as important as SEO for a website.

How Search Engine Marketing Works?

Search Engine Marketing procedure is effortless; you just need to pay a search engine to show your listing or link at the top of their result. So now the question is how it is done, there is a tool called Google Ads where you sign in with your Google account and follow the simple step to create your ads, and once your ad is approved by the tool, it shows on the top of the search engine’s result. Now here comes another question is there any competition in SEM also, so the answer is yes; there is so much competition in SEM. In Google Ads, there is a tool called Keyword Planner where you can research the keywords with low competition but a high volume of searches; only these types of keywords should work. If you want to show your link at the top of the search result, you also optimize your ad copy score by at least 9/10.

How does Ad Auction Work?

To secure the top spot on the search engine, advertisers bid on keywords and who so ever bids high for particular keywords wins the top spot on the search engine. Now the point is how these bids work in Google Ads:

To Begin the auction with there are two main points which you have to focus on:

  • First is what are the keywords you should bid on
  • Secondly, how much are you willing to pay per click on that particular keyword

The price depends on which category your ads are running; for example, the average CPC for Web and Development is higher than less competitive categories like home and garden.

When Google discovers that the keywords you bid on show up in search queries, your promotions will be placed into the auction.

Ads will appear on searches with an excellent business purpose (i.e., clients are prepared to purchase). Like the ads for Upgrad above — individuals are ready to buy the course content.

Now there, it also depends on several other factors whether or not your ads will win the bidding, even if’s fit well for the keyword.

How to Win an Ad Auction?

As per Google Ads guidelines, there are five fundamental factors that they consider during an ad auction:

  1. Maximum Bid: The Maximum amount you’re willing to pay for your ad per click
  2. Quality Score: The Algorithm that Google Ads uses to check the relevance of your ad or how it will be helpful for the user
  3. Impact of ad extensions: The additional information, such as phone number, links to particular pages etc, in your ad
  4. Ad Rank: Ad Rank is the mixture of your bid, the quality score of your ad and how fast your landing page opens. Google expects ads to meet a base quality edge to be displayed in a higher position.
  5. Ad Context: While calculating ad rank, Google considers context into account. This incorporates the search term utilized, the user’s area, the time of the search, the gadget utilized, and more.