SEM -The Gift that Keeps on Giving

By Bernadette Chikowore-Hewitt

Ever heard of the term SEM but not quite sure what it meant? Basically, any set of techniques, tools or strategies which we can employ to increase the search visibility of websites is what we refer to as search engine marketing or SEM as it’s most commonly referred to. Therefore, we are seeking to be better able to position a website within the search engine results page. And as you can imagine, the competition can be quite stiff.

So why would SEM be a great choice for advertising this Christmas?

Now when it comes to Christmas shopping, consumers are actively searching for some of the best finds for their parents, spouses and children. Don’t believe me?  Try searching for yourself!

Hence, SEM is a great choice for advertising this Christmas as it offers your business the opportunity to put your ads in front of motivated customers. These customers do not have to be convinced or sold into making a purchase because they are already within the frame of mind to buy – they just need to be nudged in the right direction! With all the buzz that surrounds SEM, you must be thinking, is the hype really all that it’s made out to be?

The answer – Yes, it is and here is why:

• You pay only when there is action. We call that Pay Per Click (PPC). This way, you only pay when someone clicks on the ad taking them to your landing page. Isn’t that glorious when we are all trying to watch the pennies that we spend?
• It’s measurable. The integration of analytics allows you to further zone in on what works for you − and what doesn’t.
• It’s scalable. Therefore, this form of marketing is well within reach of everyone, from large corporations to small businesses.

However, it’s important not to overlook other strategies and tactics. Let’s be honest with ourselves; if everyone is using SEM to boost their brand awareness, visibility and profitability, how do you remain competitive? By being strategic, of course. Strategy allows you to cast your net wider and further. Here are some strategic tactics to use with SEM:

Start early. Never underestimate the power of simply starting early. With the high level of competition, building your brand awareness earlier can give you that well-needed edge above your competitors.

Combining search and display marketing. You’ve already mastered the art of search engine marketing, and now it’s time to pair it with display marketing. Liken the pairing of display and search to pairing red wine and steak – they are perfectly fine by themselves but so much better together. You see, once customers leave a search results page, they leave those search ads behind. Hence, when display advertising is used together with search advertising, those same customers can continue to be reached even after they leave the search results page.

Targeting. It may seem wise to just throw a net out there to see what you catch. But, targeting your ads, especially to the people who are most likely to be interested in your products, will most likely complete your conversion goals.

SEM is a powerful tool and even more so powerful when done correctly.