Search engine marketing (SEM) is the process of promoting your websites through paid text ads that appear on the results pages in search engines. Effective SEM marketing is a three-step process that involves keyword research, the initial setup of your search engine campaign and day-to-day management of SEM efforts.
Keyword Research
Keyword research is the process of selecting keywords and key-phrases to include in your research engine marketing (SEM) campaign. The goal of keyword research is to identify as many keywords and key-phrases as possible and organize them into logical groups. The end result of keyword research is a ‘keyword portfolio’ which can be used as the basis for all SEM campaigns.
To create your own keyword portfolio, begin by creating a keyword seed list of 30-50 keywords and key-phrases that describe the full range of your company’s core products and services. Then, separate your seed-list into categories. Categories should be specific enough (mutually exclusive) so that keywords don’t overlap.
Search Engine Campaign
To advertise on search engine such as Google, business owners specify the keywords that trigger their ads and the maximum amount they are willing to pay per click. This determines how their ad will be displayed within search engine results as “sponsored links”.
The displayed order of paid ads is influenced by advertisers’ bids and other less tangible factors such as the “quality score” of adds and the quality of destination landing pages on your site. Google is the most popular search advertising program. Most business owners will want to begin by creating and optimizing search engine marketing campaigns for Google.
Refining SEM Plans
Once you have done keyword research for your search engine campaign, and implemented your search engine marketing plan, you need to monitor your results. And based on what you learn, you need to continually refine your campaign accordingly. Trends change, marketers and their keywords come and go, and the landscape is constantly evolving.
When refining search engine marketing plans, there are always more keywords and untapped markets to add to your Google Adwords campaign. It will require continual research and experimentation to add keywords drawn from new markets and keyword categories. Don’t limit your search engine campaign to 20, 30 or even 50 keywords. Having more keywords is better because you can discover which inexpensive keywords are working over time. Continue to add specific terms and filter them out both through Google and your own market testing.
Contact Us
If you have further inquires, please do not hesitate to contact Tannet at anytime, anywhere by simply visiting Tannet’s website english.tannet-group.com, or calling Hong Kong hotline at 852-27826888 or China hotline at 86-755-82143422, or emailing to tannet-solution@hotmail.com. You are also welcome to visit our office situated in 16/F, Taiyangdao Bldg 2020,Dongmen Rd South, Luohu , Shenzhen, China.
Previous：Feasibility Study Report
Next：Marketing Management