Introduction on Search Engine Marketing (SEM)
You’ve probably heard people use the term SEM or Search Engine Marketing. But, do you know what exactly does SEM mean?
Search Engine Marketing (SEM) is generally known as Paid Search Marketing. For example, Pay-Per-Click (PPC) and Cost-Per-Click (CPC). It’s also commonly used as an umbrella term to cover both Search Engine Optimisation (SEO) and Search Engine Marketing (SEM).
First of all, what is Paid Search Marketing? Paid Search Marketing is buying advertisement from search engines like Google, Bing, Yahoo and other third-party search engines. In addition, Google, Bing, Yahoo and other third-party search engines sell advertising a little differently from the traditional advertising.
They use a bidding concept call Pay-Per-Click (PPC). So, instead of buying at a fixed price, the advertiser will bid for the keywords they wish to appear on the search engine. Therefore, whoever has the most relevant ads and highest bids will get a better advertisement position.
Vital for Search Engine Marketing: Micro-moment
The key advantage of Paid Search Marketing (under Search Engine Marketing) is when search marketer is targeting searcher’s micro-moment.
For example, if you’re searching for a “rental room in Singapore”. As a marketer, I can designate search engines like Google and other third-party search engines for my ads. As a result, my ads will show up when people search for a “rental room in Singapore”.
By targeting the micro-moment, a business owner like yourself can better serve your client’s needs at that moment. Most importantly, it’s giving them a solution when they need it and is actively looking for a solution. Hence, that is why micro-moment is crucial to us.
There are mainly 4 types of micro-moments:
- I-want-to-know moment
- I-want-to-go moment
- I-want-to-do moment
- I-want-to-buy moment
From time to time, there will be times where we will have our micro-moments too. So please spend some time to research about it, understand and relate to it.
Wouldn’t it be nice if there are people who can understand our micro-moment and give us the exact solution we’re searching for at that moment? Always remember, by thinking for your customer and helping them to solve their problem will therefore boost business in return.
Crucial tool for Search Engine Marketing: Keyword Planners
We can give search engines like Google, Bing, Yahoo and other third-party search engines a list of keywords. These are the keywords we want our advertisement to show up for. And we can include other relevant keywords related to “rental room in Singapore” with keyword research tools. Keyword research tools like Google Keyword Planner and other third-party keyword research tools.
This is a very powerful way to reach our potential customers. Why? As it allows us to engage them at their moment of needs. How? Just by doing a little research of the keywords our potential client is actively searching for and placing relevant advertisement.
This is so that our advertisement will show up when they search using the targeted keywords. Moreover, the chances of our clients engaging us are higher. However, this kind of opportunity is not widely available before the start of search engines. So we are in luck to be in this era because everyone is highly dependence on search engines for information.
Higher Level Adjustments
Note: The above explanation is just the tip of the iceberg. There are plenty of higher-level consideration and adjustments to consider. For example, match types, automatic bidding strategies, negative keywords and targeting option available based on the search advertising platform. In addition, the way to adjust them also varies. For more information on micro-moments, please look up Think with Google.
Please spend some time to understand Search Engine Marketing as well as Paid Search Marketing. Once you understand, choose a search advertising platform to start practicing. This is how to get familiar with SEM.
The key point to your success in Search Engine Marketing lies in your understanding of the selected platform. As well as how it can better assist you to reach your target customer’s micro-moments.
Therefore, just by targeting your customer’s micro-moments, you can assist them to solve the problem they care about. Furthermore, you can build a lasting connection with them as a brand. Isn’t this brilliant?
We’ve come to an end. Hope this is easy to digest the general idea of what paid search is about. And how micro-moments are important to help marketer better understand buyer’s journey to better reach out to them.
If you have any questions, feel free to reach out to me via contact form or click the button down below.
Target your customer’s micro-moments so as to reach out to them during their micro-moments.