You may be a runner, and you can just do that — running, running, running your way to ribbons and medals in the local 10K. But you can also run, do yoga, and weight training. When you do the latter, running is part of your overall workout plan. That’s how SEO relates to SEM.
Wait a minute, why are we talking in acronyms?
Search Engine Marketing is a broad marketing technique that may include Search Engine Optimization, Pay-Per-Click ads, and Social Media Marketing. A mix of those tactics will put your website in shape for the traffic you get from paid and organic traffic.
Ok, one last running metaphor. If you know anyone who runs a lot, they are never at a loss for advice: how many days a week to run, how many miles, and which race plans to follow. That’s a lot like SEM: many voices, many ideas, which can result in confusion. That’s why we made this list of SEM marketing tactics that often get overlooked.
Build Effective Landing Pages
If your SEM Strategy is to place paid ads and wait for the traffic to roll into your website, then let us stop here for an eye roll. You’re better than that.
A complete Search Engine Marketing strategy includes efficient landing pages. You have to send that traffic somewhere, don’t you? When they click on your paid ad, you want them to land on a page that helps them find answers, and helps them fast. A few tips on landing pages that many people fail to remember:
- Match your branding on your landing page with the language in your paid ad. This consistency builds trust and tightens your marketing campaign.
- Design your landing page for mobile first. How much search traffic do you think comes from mobile devices? Thirty percent? Forty? Try 52 percent (according to Wordstream). What does that mean? Your website must look good on a small screen. Once a user clicks on your PPC ad, the ensuing page needs to load quickly and format for a handheld device. Make sure your Call-To-Action button (or phone number etc.) is near the top of the page and prominent. If you don’t know what call-to-action is, please contact us.
- According to research, web page titles that contain more than four words perform better than those with short titles.
Include Facebook as a Search Marketing Effort
Ever do a Google search for a business and find their Facebook page nestled into the search engine results? Yeah, we have too. How does that happen?
It’s because Facebook has some serious clout, and Facebook pages are indexed by Google (unless you tell them not to). You have a Facebook page for your business, right? Well, wash it off, spruce it up, and slap on some new paint, because that page may be a doorway that folks are using to find your business.
Wouldn’t you like to have your website, a paid ad, and your Facebook page all show up on a search engine results page? Talk about DOMINATION.
Does your Facebook page have your current contact info and NAP (name, address, phone?) Does Facebook know your correct hours of operation? Does your logo match the logo on your LinkedIn and website? In other words, is your branding consistent? Are you proud of every post on your page? You better be.
One other thing: use Facebook advertising to pump life into that page and see it perform even better on search engine results. While we can’t be sure there’s a direct correlation, it seems that pages that advertise get a higher profile on search engines.
Ask a Question in your PPC Ad
According to Google, 18 percent of all search queries are phrased in the form of a question. “How do I change the filter on my air conditioner?” and “How much does a divorce attorney charge?” are more likely to be entered than generic entries like “air conditioner filter” and “divorce attorneys near me.” Take advantage of that and create PPC ads that ask those questions.
Use Programmatic Advertising Strategies
What is a programmatic strategy in marketing? It’s simply delivering ads to the right audience at the right time. Typically it’s done through real-time bidding (RTB). With programmatic strategy, advertisers can be sure their PPC ads are only shown to people who are in the “context” where it’s relevant. For example, an ad may show up only when asked by people within a ten mile radius of your location and who have previously visited your website or the websites of your competitors. At Koeppel Direct, we’re experts at programmatic advertising.
Understand Performance Marketing
With performance marketing, advertisers only pay when a potential customer takes a specific action. For example, you pay your marketing agency only when a visitor signs up for your email newsletter or downloads a brochure, makes a phone call, or even makes a purchase.
In technical terms, PPC is performance marketing, because you only pay Google when your ad is clicked on. It’s also a form of a programmatic marketing strategy because your ad appears on a bid-now basis.
Use digital video or radio ads to support SEM efforts
When does digital video and radio advertising fold itself into SEM? When you coordinate it with your SEO, PPC, and social media marketing efforts. For example: pre-roll advertisements (ads that run on YouTube before videos are loaded) can drive consumers to landing pages that support your PPC goals. Maybe you have a new product or service, or maybe you’re entering a new market and need awareness. Video (or digital radio) ads can target a specific audience in a specific place for an affordable ad buy.