Why should businesses consider search engine marketing?
As consumers, search engines have become a part of our way of living. And definitely, we can make use of them to maximum advantage especially in handling a business. Search engine marketing (SEM) or pay-per-click advertising (PPC) is the way.
While others see SEM as a not profitable option for them, especially those that are service or local-based business, others have already reaped the benefits.
Benefits of Search Engine Marketing
Instant results. Improving the SEO of a site can boost online visibility. However, it does not come for free and can take time up to six months to results. With pay-per-click advertising, the business name will be seen on page one of a single search.
High ranking. Nowadays, it is difficult to be on top of organic search results, given the tight competition and the huge number of content on the web, even if given the best efforts. Through SEM, sites can get in front of targeted customers.
Conversion rate. Since PPC ads require you to choose a specific query and geographic location, the ads are more likely to show in people that are most likely to purchase the product or avail the service. To drive more relevant traffic to the site, it must be optimised for conversions. This means, the site should not only be attractive but also relevant and can keep visitors stay on the site.
Data. If a prospective customer visits your site, SEM services enable collection of data on each click, which include the person’s location, time spent on the site, visited site pages, and the device used in browsing. With the acquired data, those who clicked the ads can become leads.
Local search. With the targeting features of search engine marketing, it implies that SEM is not just for businesses that seek to reach a national scale. SEM also works well for small businesses that prefer to reach local customers.
Hence, SEM is an excellent option for boosting exposure online, increase site traffic, and acquire customers.