Growing a business is not an easy task in this highly competitive world and especially in Chennai. The same eyeballs are the cynosure of many business wizards and so it is important to try and find ways to stand out. Online advertising occupies an important place and this is where search engine marketing services come into play. It is one of the best and most effective ways to grow your business and promote products.
When you pay for an advertisement that pops up on SERPs or search engine results pages, and market a business you can refer to it as search engine marketing (SEM). Usually Google and Bing users key in certain words while searching for products or even services. It is said that advertisers then seize the opportunity to highlight their ads alongside the results of the queries that were searched for.
These pay-per-click ads as they are popularly referred to, are either small ones, or text-based ones. Some are visual and give the customers a bird’s eye view of the products or services such as price or reviews. Search engine marketing (SEM) is therefore a very effective medium to grow your business as advertisers are given the leverage to place their ads before the eyes of those customers who would readily go in for a purchase or avail services.
Digital ad spending is expected to surpass $701 billion in 2023. This is a good thing: 92% of marketers say video ads deliver an incredible ROI. Plus, 91% of people say they want to see more video content from brands in 2023.Source: yourmarketingpeople
Agencies that offer SEM services in Chennai or any general SEM involve a number of strategies and techniques to promote websites and increase their visibility in search engine results pages (SERPs). SEM services encompass various activities aimed at driving targeted traffic to a website through paid advertising campaigns on search engines like Google, Bing, or Yahoo. Some key components of SEM services are Paid Search Advertising, Keyword Search, Ad copywriting, Campaign management and so on. Taking a small peep into all of these, let us begin with Paid Search Advertising.
This involves creating and managing pay-per-click (PPC) campaigns, where advertisers bid on specific keywords to display their ads in search engine results. It is a digital advertising model in which advertisers bid on specific keywords or search terms to display their ads on search engine results pages (SERPs). The most common platform for paid search advertising is Google Ads (formerly known as Google AdWords), although there are other search engines like Bing Ads that offer similar advertising opportunities. How does Paid Search Advertising Work?
Keyword Research: Advertisers who do SEM services in Chennai, start by conducting keyword research to identify relevant and high-performing keywords that their target audience is likely to use when searching for products, services, or information. This helps in building a comprehensive list of keywords to target in their ad campaigns, optimise ad campaigns and improve the chances of reaching the target audience.
Ad Creation: Advertisers create compelling and concise text ads that are relevant to the keywords they are targeting. Each ad typically consists of a headline, a description, and a display URL. The ad copy should be engaging, informative, and tailored to attract potential customers.
Ad Auction: When a user enters a search query on a search engine, an ad auction takes place to determine which ads will be displayed. The auction considers various factors, including the bid amount, ad quality, and expected click-through rate (CTR) of the ads. The search engine's algorithm calculates an ad rank for each advertiser based on these factors.
Ad Rank and Ad Placement: Ad rank determines the position and visibility of an ad on the search engine results page. Ads with higher ad ranks are more likely to appear at the top of the search results. The ad rank is calculated by multiplying the bid amount with the ad quality score, which is influenced by factors such as click-through rate, relevance, landing page experience, and ad extensions.
Cost Structure: With PPC advertising, advertisers only pay when their ads are clicked. The cost per click (CPC) varies depending on factors like keyword competitiveness, ad quality, and the bid amount. Advertisers set a maximum bid they are willing to pay for a click, and the actual CPC can be lower than the maximum bid.
Ad Campaign Management: Advertisers who offer SEM services in Chennai, continuously monitor and optimise their campaigns to improve performance. SEM services include the ongoing management and optimization of ad campaigns. This involves monitoring performance, adjusting bids, testing different ad variations, and refining targeting parameters to improve campaign efficiency and achieve desired outcomes. They can test different ad variations, add negative keywords to prevent irrelevant clicks and refine targeting parameters to reach their desired audience effectively.
Performance Tracking and Reporting: Advertisers have access to detailed performance metrics and analytics provided by the advertising platform. They can track metrics such as impressions, clicks, CTR, conversion rates, and return on ad spend (ROAS) to evaluate the effectiveness of their campaigns and make data-driven decisions.Paid search advertising services in Chennai offer several benefits, including immediate visibility, precise targeting options, measurable results, and the ability to control ad spend. It allows advertisers to reach potential customers actively searching for relevant products or services, increasing the likelihood of conversions and driving business growth
SEM services may involve optimising landing pages where users are directed after clicking on ads. This includes ensuring that landing pages have relevant and engaging content, clear calls to action, and a user-friendly design to enhance the overall user experience. Optimising a landing page is crucial for improving user experience, increasing conversions, and achieving the desired goals of your marketing campaign.
It is essential to follow a proper path while trying to optimise a landing page. First you must define your goal clearly. Whether it's generating leads, driving sales, promoting a specific offer, or encouraging sign-ups, having a clear goal will help you focus your optimization efforts.
Also, ensure that your landing page is directly relevant to the ad or link that led the user to it. The messaging, design, and content should align with the expectations set in the advertisement or referral source. This helps maintain a seamless user experience and reduces bounce rates.
Let the headline be clear and compelling. So, craft a concise and attention-grabbing headline that clearly communicates the value proposition or main message of your landing page. Use persuasive language and highlight the key benefits to entice visitors to continue reading.
Never forget that the content you use should be engaging and scannable. It should be easy to consume by using short paragraphs, bullet points, and subheadings. Clearly communicate the benefits, features, and unique selling points of your product or service. Use persuasive language and focus on the user and how your offering solves their problem or meets their needs.
The next important aspect is the Call-to-Action (CTA) part. Agencies who take up SEM services in Chennai, place a prominent and visually appealing CTA button on your landing page. The CTA should be clear, and action-oriented, and tell visitors what you want them to do, such as "Sign Up Now," "Get Started," or "Buy Now." Ensure that the CTA stands out and is easily clickable.
The usage of visual elements does help. The relevant images or videos that support your messaging should be of high quality. Visuals can capture attention, convey information, and create an emotional connection with your audience. Optimise images for fast loading times to prevent slow page speed.
Make sure your landing page is mobile-friendly and responsive across different devices and screen sizes. With the increasing use of smartphones, a responsive design is essential for providing a seamless experience and maximising conversions. Incorporate trust-building elements on your landing page to instil confidence in visitors. This can include customer testimonials, reviews, security badges, partner logos, or case studies that demonstrate your credibility and reliability.
A/B Testing is a crucial part of SEM. Conduct A/B testing to experiment with different variations of your landing page elements, such as headlines, CTAs, layouts, or colours. Elements have to be tested one by one and then only the impact on conversions can be measured. Continually refine and optimise based on the insights gained from testing.
Conversion Tracking and Analytics: Implement tracking codes, such as Google Analytics or other analytics tools, to monitor user behaviour, track conversions, and gather insights about your landing page's performance. Analyse the data to identify areas for improvement and make data-driven optimization decisions.
Remember, optimization is an on-going process. Regularly monitor the performance of your landing page, test new ideas, and make adjustments based on user feedback and analytics to continually improve its effectiveness and maximise conversions.
Overall, SEM services aim to increase a website's visibility, drive qualified traffic, and generate measurable results through targeted paid advertising campaigns on search engines.