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According to Reverb, Search Engine Marketing (SEM) is “a process of attracting target users via paid ads that become visible on the top positions of Google’s search results”. SEM is often confused with SEO. However, while SEO (Search Engine Optimization) is the organic reach of a website depending on the site’s optimization, SEM is the paid version of it. Just like Instagram ads pop up with posts by accounts you don’t follow, SEM shows the first group of websites you see when you search for a topic. 
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When browsing a topic on Google’s search bar, you will see some results with “Ad” attached to the websites. These webpages employed SEM to get more eyeballs on their sites. Organically, they might not appear on Google’s first page, but just like social media ads, they become more pronounced. With SEM, you can get quick reach and easily bypass competitors. It is definitely a good option to check out. Have you tried SEO strategies and they aren’t working out, or you’re just curious about SEM? This article is for you. Here, we will be investigating some SEM strategies that can help boost your business this year.
  • Check out your competitors

I’m certain that many of your competitors are using SEM strategies to scale their businesses. Wouldn’t it be a cool practice to check out what they are doing that is working for them? Analyze their keyword strategies and their writing tactics. Compare their practices with yours. Determine how you can copy smartly from them and how you can improve on their methods.
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You can use some SEM tools like SEMRush and SpuFu to make your analysis and draw your conclusions. 
  • Create urgency

Since you are making use of paid advertising, you need to be more strategic. You should be getting the results of your investment. One great way to achieve results is to create some form of urgency. In your ads’ headlines and descriptions, add words that will trigger web users to click on your website and eventually subscribe to your service or buy your products. You can use words like “special offer”, “ending soon”, “2 days to go”, etc. 
  • Add location

This is a proven way to attract searchers in a particular region. For instance, if your business is solely in Nigeria, you can add Nigeria as your location or even more specifically, the state you are established in.
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This means that when people from that particular region search any of your keywords, they are automatically directed to you.
  • Personalize your ads

Google Adwords enables you to easily personalize the settings of your ads. To do this, you must identify your buyer persona. That is, for those that are likely to search your keywords, you need to determine how they will be buying and what channels they use. You can personalize your ads to show to mobile users online. Perhaps, your target audience will be searching with their phones. You can also run retargeting ads for those that have previously bought from you or users that have abandoned products in the cart.
  • Use the “similar audience” feature

This is a feature by Google Adwords that allows you to target new users that have the same behavioural patterns as your already existing customers. This helps you reach users that will be more willing to visit your site than random users.  At the core of search engine marketing is monitoring. You need to know how your ads are performing and if your money is properly utilized. You can also automate the process by creating schedules. In the end, you will realize you made a good decision to choose this option. I hope you learned a thing or two from these SEM strategies and you will be willing to try them out. Good luck!  Featured Image Source: Shopify
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This article was first published on 5th August 2022

chidiogo-akaelu

Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.


Comments (1)

One thought on “SEM (Search Engine Marketing) Strategies You Should Know”


  • I really appreciate this post. I have been looking everywhere for this! Thank goodness I found it on Bing. You’ve made my day! Thank you again

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