SEM: What It Is, and How It Can Dramatically Increase Leads
If you own a business, you have probably looked into ways to gain new customers. You want to get your business out in front of as many eyes as possible, and just having a website isn’t enough.
Fortunately, you can jump to the front of the search engine listings by using search engine marketing, or SEM.
SEM is the process of using paid advertising to increase your site’s visibility. You can run paid ads on the first page of Google, allowing you to compete directly with the top websites.
Let’s take a closer look at what SEM is and how you can use it to move trailers off your lot.
A Closer Look at SEM
You have lots of options for SEM, but Google AdWords is the most popular. If you use AdWords, your ads will get massive amounts of visibility. After all, Google is the most popular of all of the search engines.
You will bid on keywords, choose your targeting options, and write your ad. Then, Google will place your ad in the search results.
You can also place your ads on the Google Display Network. You will bid on keywords or placements, and then your ad will go on websites.
If you do this correctly, your return will be greater than your investment. In fact, businesses make an average of $2 for every $1 they spend on AdWords, and you can make much more with the right strategy in place.
Running an AdWords Campaign
Now that you know the importance of SEM for your business, it’s time to look at what you need to do to increase your leads and ROI. It all comes down to finding the right account manager.
Your AdWords account manager will set the tone for your success rate. You need to look for two qualities when picking an account manager.
First, he or she should be familiar with the trailer industry. Your account manager will be tasked with picking keywords and writing ads, and you want to make sure that he or she speaks directly to your core market. If you pick someone who doesn’t know the language, your campaign is going to be a big swing and a miss.
You also need to pick someone who knows how to use AdWords. Study after study shows how much a campaign can change once the right strategy is in place. If you pick an account manager who knows the ins and outs of AdWords, you can hit a homerun out of the box.
Consider a case study put forth by WordStream. In this study, the marketing director for Planet Automotive partnered with WordStream. Once he received guidance from WordStream, he was able to increase his click-through rate by 478 percent and decrease the amount he spent by 13 percent. The bounce rate also dropped by 8 percent.
With the help of WordStream, the marketing director restructured and optimized his account and prioritized the quality scores. Someone who is new to AdWords marketing doesn’t know how to do this, which is why it is so important to go with someone who has AdWords marketing experience.
AdWords is an excellent way to reach your target market. With the right account manager in place, you can reach your target market without going over your budget. Then, you just need to warm up your leads and convert them into paying customers.