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How to use effective search engine marketing

Search Engine Marketing or SEM is one of the best techniques to grow your product and services online. This coronavirus pandemic gave a reality check of what the future holds for us in the marketing landscape. And SEM is definitely on top of that list.

However, we all know how crucial SEM is, but the real struggle lies in tapping its true potential. That is why we have come up with excellent tips and tricks that you can integrate to use SEM and benefit from it effectively.

What exactly is Search Engine Marketing?

Search Engine Marketing is a technique to increase your brand visibility on the internet through paid-ads on search engines such as Google, Bing, and Yahoo. These ads on either side or top of these search engine pages, which in turn help you gain more prominence. To set up your SEM campaign, you need to

  • Thoroughly conduct keyword research, then select a set of keywords relevant to your website or product;
  • Select a particular location for the ad to be displayed within (Global or Local);
  • Create a text-based or call-to-action ad to display in the search results;
  • Bid on a price they are willing to pay for each click on their ad;
  • Define your target audience.

So, how can I improve my Search Engine Marketing?

To improve your SEM, you need to clarify which strategy you are going to use. In search engine marketing, there are a bunch of approaches that you can use to attract people to your website. However, choosing the perfect technique is always a hassle due to the plethora of options available for the customers. To make your job easier, we have shortlisted the top methods and effectively use them in your strategy.

PPC (Pay-Per-Click)
As the name suggests, PPC or Pay-Per-Click is an online advertising model that allows you to run your ads on search engines that you pay for each time someone clicks it. PPC depends on many factors, and your goal is to get a return on investment. So you have the option to scale your budget as it is paid back by the additional business generated over the period.

To do so, here some key factors.

  • Relevance: make sure to place the keyword you are bidding for on:
    - Ad Titles
    - Ad Description
    - Landing page (the page where the people arrive after clicking on your ad)

    Google and other search engines favor relevant ads. So it is worth creating separate ads for different keywords, nearly the same text, just with the various keywords. According to Google AdWords, your ads are usually based on the relevance of the content which your audience is consuming. To ace this, you have to choose a relevant keyword and modify your advertisement accordingly.

    Internet Campaigns
    Implementing additional campaigns can significantly improve your search results. Regularly monitor which campaign or ads work best, and pause the one that is not converting to new business. You have to reallocate the budget to the excellent performing campaign. Learn how to fine-tune your ads to provide what people are looking for.

    Initially, always try to use at least a 2-step strategy:
  • Respecting your country’s law or the country you target, target using the demographics detail of your ideal client persona, not everybody. Provide them with additional reading or some freebies they can download.
  • Using cookies or the email address as an audience, retarget only the persons that visited your pages or downloaded the freebie. This can often reduce the price per sale by 10.


To flourish in such a competitive marketplace, a modern-day business needs to understand Search Engine Marketing and use it effectively. We have mentioned all the aspects of SEM and the necessary things about marketing strategies and content creation. Follow these steps, and we are sure your search engine marketing strategy will improve. We hope this article will help your business reach new heights!

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