Digital marketing has taken the world by storm; even the new normal now made it more profitable.
Nations across the globe are telling their work force to work from home.
Search engine marketing and internet marketing is gathering more and more audience.
Because, new normal has force everybody to go online. Searches engine traffic has massively increased. Still reinventing to meet user’s demand.
The Search Engine world
Today search engine carry out whole lot of task, more than any other offline community you can ever imaging. Activities like;
- Performing website crawling and indexing of Web Pages
- Providing user queries by phrases or words they search
- Promoting and advertising website pages and product to searchers on different queries
- Providing suggestion to specific searches and showing similar words or phrases for people uses
- Pop up images, videos, infographics etc for internet searchers
Search engine spider collate result found when words are type into search area. This results are base on queries made. Clues and signals are use to provide available results.
According to emarketing Institute “ Google alone is known to use around 200 kinds of signals in helping its algorithms create search listings every time you press that `search’ button on your computer.
“Monitor search engine trend and be flexible to the current demand. For businesses to best position themselves through this time of uncertainty, it is to visit their 2020 SEO strategies and road maps to understand the role of SEO in this rapidly changing environment.” – TINUITI
More businesses are created online, buyers going online to search what product to purchase. All these things make search engines to bombard with huge activities.
With these huge activities, what opportunities are available for digital marketers? Search engine marketing opportunity.
Google, Yahoo, Yandex, Bing, Duckduckgo and more are not just for information search alone but marketing too.
Like Google searches go above six billion searches daily, what interest users about 4.6 billion and internet traffic goes beyond 4.6 billion. Wahoo! These statistics are mind blowing I must confess. Can we allow this opportunity to pass us bye? No. What is the way forward then? Search Engine Marketing (SEM).
SEARCH ENGINE MARKETING (SEM)
What is SEM? Is a type of internet marketing that is concerned with promoting websites and increasing their visibility or search Engine Result Pages (SERP) by either optimizing the content and structure of the websites themselves and they respond search engines, or by using advertising and purchase sponsored results. – eMarketing Institute
Search Engine Marketing is act of using search engine to promote web content and sales copy by free or sponsored post and advertizing product and services to reach target audience.
Through search ads campaigns like; Google AdWords, Bing ads, and Baidu are some of the key players in the SEM business.
If SEM doesn’t reach target audience the aim will be defeated.
Search engine marketing has fast overtaken traditional advertising like; Radio, TV, Bill Board and any kind of offline advertising.
Not that offline advertising doesn’t exist but the massive traffic coming online made this shift possible. Besides, Covid-19 era or new normal has completely force human activities online.
Now almost all human activities are done online and the physical world is becoming smaller and smaller by the day. Reverse is the case about online.
In the new normal, about half of the world population is now online today. To market this population with one of the internet tools is the right decision.
Because it make for huge ROI.
SEM in COVID-19 ERA
Since the new normal began many careers have their online activities doubled. Like education, restaurant, ecommerce, health and more.
Global SEM Share In June, 2020 By Startcounter
- BING –2.75%
- BAIDU —1.02%
Like the ”Pharma brands, have already created new search ad messages and received approval from their med-legal team, this data suggests that Google’s advertising platform may be dynamically adjusting existing pharma brand search campaigns to better serve patients and providers based on their search behavior (for example, search behavior and click behavior).” – Search Engine Watch
How to optimize in covid-19 era
According to pharma:
- Search Engine Machine Learning algorithms are working on behalf of advertisers…
- Responsive search ads
- Optimizing ad rotation
- Extension prioritization – search engine watch
Peter Levin, of Publicis Health Media said “think beyond refreshing creative through new assets and prioritize patient assistance and treatment accessibility message’s.”
What that means, we should think ahead of covid-19 to post covid-19 era and tweak our advertising.
Nagubandi advice through SEO angle “ Google has not suspended best practices because of the pandemic. Instead, use an update above the navigation.”
SEM AS A MARKETING TOOLS
Search engine marketing is very powerful tool to market online, most especially this time. With the massive traffic generated daily online, and businesses competing for better appearance we need SEM to advertise our services.
Many tools are incorporated to SEM that generate wide range of business visibility.
Besides, many strategies are deployed to make achievable goals.
Also read: https://elivechat.com.ng/top-7-biggest-social-media-sites-now/
In SEM marketers use tools to reach audience which wider target in a given time that result into great conversion.
- Google ads
- Bing ads
- Yahoo! ads
- Double click now Google Marketing Platform(GMP)
- Google Display Network
- WordStream Advisor
- Marin software
- Adobe Advertising Cloud
- SE ranking
Some Free SEM Tools
From Totheweb Report
- Copyscape.com (use to find web pages that contain your content)
- LikeAlyzer (check and analyze FB pages)
- Wayback Machine (View of web pages historically)
- Google Optimize – Free/paid
- Merge words
- Synonym Finder
As far search engine remains part of internet information bay, search engine marketing will always strive. Competition of website appearing on search will make SEM to further increase on the space.
Strategies to explore SEM will advance more and more too.
Type of SEM campaign
PPC: pay per click ads type. When visitors click ad campaign charges will be given to advertiser.
CPC: cost per click is payment made per number of clicks advertiser demands.
CPM: cost per mile is when advertiser per thousands impression of views ads.
Dynamic Search Ads: is headline content ads type inform of text or landing pages format on search engines.
Engagement: use rich media for interactive ad campaign for Ads Display network
Remarketing: it shows ads to website audience to increase brand awareness, through the use of text, images and videos.
Mobile Apps:ads type that displays on mobile ads like; Google Admob through Playstore.
These are some of search engine marketing campaign in the new normal that you can take advantage on to reach target audience.
The search engine space is full of massive traffic in every niche you ever image.
For in advert to get there, measure must be put together that will generate result.
So, you must know what you’re doing before starting.
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