A Small Business Guide To Search Engine Marketing


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search engine marketing agency Toowoomba

Owning a small business in the 21st century means that there is no escaping the need to have a highly effective website and solid online presence. Search engine marketing (SEM) outlines one of the ways to make sure this happens. SEM is the practice of ensuring that your brand sits at or near the top of search engine rankings in Google using paid advertising instead of organic search.

The advertising methods are divided into three major categories, including:

  • Pay Per Click (PPC)
  • Pay Per Impression (PPI) &
  • Pay Per Sale (PPS)

To date, PPC is the most dominant form of advertising. When you use PPC as part of your SEM strategy, it means that you pay a fee each time an advertisement you have placed is clicked on.

These clicks result in someone visiting your website, and the cost per click may vary, depending on the keywords and the amount you are willing to pay to drive traffic to your website.

One of the significant perks of PPC is that you only have to pay if someone clicks on the advertisement. That means no fee will be charged if the ad proves to be weak and only a few click through to the site.

Before looking to hire a search engine marketing agency in Toowoomba, here is what you should know about SEM.

Search Engine Marketing: a brief overview

Search engine marketing involves marketing a business using paid advertisements on search engine results pages (SERPs). Marketers bid on keywords that users are likely to enter while looking for specific products or services, giving businesses the opportunity for their advertisements to appear alongside results of search queries.

These advertisements, also known as pay-per-click ads, come in a number of forms. Some are small, text-based ads. Others are more visual, product-based advertisements, allowing consumers to see relevant information at a glance, like prices or reviews.

SEM's greatest potential is that it offers businesses the opportunity to place their ads in front of target customers, ready to buy the services they are looking for. This is why search engine marketing is so effective and a powerful way to grow your business.

Choosing the SEM keywords

SEM keywords are nothing but specific terms and phrases targeted in an SEM campaign. When Google users type these keywords into a search query, they will see your ads sitting at the top of the SERPs. While choosing the correct phrases to reach the target audience is a precise process, SEM keywords can be divided into three main classes:

  • Broad match – these keywords include variations on a specific term. If you are a motor mechanic, broad match keywords for your garage will consist of car repairs, auto repairs, vehicle servicing, MOT services, and more.
  • Phrase match – these keywords target the specific term if it is used with other words used before or after. For a motor mechanic, the targeted keywords might include "professional motor mechanic", "best motor mechanic", "motor mechanic services", "cheap motor mechanic", and more.
  • Exact match – these keywords are highly close to the targeted term. They might include single or plural forms, abbreviations, common misspellings, paraphrases, and other variations containing the same search intent as the target term itself. For instance, if the exact keyword is motor mechanic, the SEM campaign will also target "motor mechanics", "motor repairs", and "auto mechanics".

Grivity is a premier search engine marketing company offering unique marketing solutions at a highly competitive price. If you have been looking for a reliable agency to assist with your SEM strategy development, contact our team now.