Search Engine Marketing (SEM) refers to a Digital Marketing strategy used to enhance and increase the visibility of a business website and its offerings in the Search Engine Results Pages (SERPs). Although the industry term at one point referred to both paid and organic search activities like SEO, now it refers exclusively to Paid Search Advertising or Pay-Per-Click (PPC) Advertising. In simple terms, when a user types in some keyword, SEM enables your business or brand to appear in the search results of that specific search query.
With an increasing number of customers looking out for products online and buying them, SEM has become a crucial digital marketing strategy for enhancing a business company’s reach. As per various surveys conducted by experts, most new visitors to a website find it by performing a search query on the search engines. In SEM, advertisers pay only for the impressions that lead to visitors, making it an efficient mechanism for a business company to spend its digital marketing budget. The thing counting as a bonus in this scenario is that every visitor incrementally enhances the website’s rankings in organic search results.
SEM reaches the customers at the right time, i.e., when they are open to new info. Unlike other digital advertising strategies, PPC advertising is non-intrusive and doesn’t interrupt their tasks. With SEM, results are immediate. It is undoubtedly the fastest way to drive traffic to a business website. Keeping in mind all the previously mentioned advantages, let us now explore the best tools for SEM.
With Semrush, you can conveniently conduct extensive keyword research, keyword rank tracking, traffic analysis, and site audits, amongst many other aspects. It is a brilliant tool for finding opportunities to rank well for long-tail keywords organically. Furthermore, you can use it for multiple SEM efforts, such as figuring out the budget you wish to set for specific keywords.
Semrush also allows you to discover your prime paid search competitors, the keywords they are bidding on, and analyze the composition of their ads. Such info proves beneficial when you are crafting your paid strategy or are unsure about how to outshine other businesses on the SERPs.
2. HubSpot’s Ad Tracking Software
Paying for ads has a well-defined purpose and objective – you want to generate leads and drive significant revenue for your business. HubSpot’s ad tracking software enables you to go beyond click metrics and traffic to evaluate the role of ads in a buyer’s journey. The same shall help you determine the ads working well for you, justify SEM as a channel, and integrate advertising into your other digital marketing efforts and strategies.
3. Google Trends
Google Trends enables you to track the search volume for a specific keyword across a particular time frame, region, or language, thereby helping you identify the trending and non-trending search terms. Since nobody wants to invest money in a keyword decreasing in popularity, Google Trends is an exceedingly useful tool for your SEM efforts.
Moreover, if you are engaged in an e-commerce business, the ability to gauge interest in your offerings in a specific geographical area is undoubtedly powerful for ensuring you invest your paid efforts in specific locations and consequently save money in the long run.
4. Google Ads Keyword Planner
Since Google is the most likely search engine where you would want your ads to appear, it makes complete sense to make the most out of Google Ads Keyword Planner to find relevant keywords for your business and understand how keyword research changes over the period. It shall help you minimize the list of possible keywords to use only the most effective ones for your business.
Google Ads Keyword Planner also provides a suggested bid estimate for every keyword, which shall help you discover the keywords working well within your overall advertising budget. The cherry on top, in this case, is that you can find your ideal target keywords and launch your ad campaign – all within one tool.
One of the most beneficial features of KeywordTool.io is its capability to tap into YouTube, Google, Twitter, Bing, Instagram, and the App Store, to conveniently segment your keyword research through multiple platforms and social media channels and target your efforts in a better way. Furthermore, the tool takes your base target keyword and provides variations of phrases and words, enabling you to craft a more extensive list of possible keywords that you might include in your paid advertising campaign.
The tool’s free version allows you to generate up to 750 long-tail keywords and keyword suggestions for each search term. Moreover, you can use KeywordTool.io to evaluate the search trends on Google and make sure that your desired target keywords are rising in popularity and continue doing well for your business in the long run.