As an entrepreneur, you’re frustrated.
You’ve developed a product that consumers will love. It solves a pressing problem by delivering a unique solution. Your extensive market research has shown that this is exactly what people will buy.
You’ve spent a small fortune creating a perfect platform. You hired a web developer to create a beautiful website for you. You hired a brilliant copywriter to create the perfect sales letter for you. And you hired an experienced blogger to create engaging content.
There is only one problem. You can’t get enough website traffic. People don’t know about your product. If they could find it, it would change their lives for the better
Fortunately, there is an elegant solution. Use search engine marketing (SEM).
What is SEM?
It’s a holistic term for search engine advertising.
Here’s how it works:
When somebody does a keyword search on Google, they arrive at a search engine results page (SERP). On this page, they will find organic search and paid search results.
Since most users only scan the first page of a search engine results page, you have to be on the first page. But since SEO is free and SEM is paid, doesn’t it make more sense to just go for SEO. How hard can it be to score with SEO?
SEO vs. SEM
Using search engine optimization (SEO) you could rank on the first page for the keyword. Theoretically, at least.
Unfortunately, it’s difficult. SEO is not an exact science. It’s more like deductive reasoning about what it takes to rank on the first page. Since Google’s algorithms are a secret, nobody knows what it takes to rank high on Google. It’s a secret because everyone would game search if they knew how to place high on the SERPs. This is not what Google wants. It wants high quality content, voted up by backlinks, to determine top placements. This way, users don’t end up on top ranked sites with little value.
At best, SEO is an educated guess. Ironically, when SEO experts figure out what’s going on, Google resets the game. It does this by introducing a new algorithms. Top ranking sites can plummet into obscurity overnight. This dreaded event is called the Google Slap.
By choosing SEM over SEO, you no longer have to play the game of outguessing Google. In any case, Google plays with a loaded dice. They hire the best Software Engineers team up to work on search functionality. In comparison, SEO experts are lone rangers—underfunded, understaffed, and undermined. They are like isolated code-crackers.
So SEO may or may not work. SEM, by comparison, is pretty much a sure thing. Internet marketer Neil Patel elegantly summarizes the benefits of SEM over SEO: "Instead of optimizing your content and promoting it a lot, in order to eventually show up as a top result for organic searches (which can often take a few months to happen, even if you do it right), you can pay your way to the top."
Still not convinced? Let’s take a look at some outstanding advantages of SEM.
3 Reasons to Use SEM
SEM works because most users use search to find something online. Also, while Google is not the only search engine, it is the most popular. So, it’s best to start SEM on Google.
Here are the 3 reasons for using SEM:
1. If done right, it can drive website traffic.
2. If done right, it can be cost effective.
3. If done right, it's measurable.
If you do SEM the wrong way, you will not get the results you're seeking.
Here, then, is how to do it right…
1. How to get targeted website traffic.
SEM delivers targeted traffic. It puts you on a level playing field with older, more established sites. By using SEM you can get instant top ranking.
To do SEM right, you have to do thorough keyword research. This will give you a selection of keywords that have a high volume of search but a low volume of competitors.
2. How to use cost-effective marketing.
While it is possible to get free traffic, it takes time and effort to get results. If you think of time as money and effort as opportunity cost, then free traffic is not free at all. SEM is cost effective.
Offline advertising is expensive and often far less effective than online advertising. A print ad, radio spot, or TV commercial will get you a lot of exposure. But most of the people who read, hear, or see your ad are not in your target market. SEM is cost effective compared to offline advertising.
To do SEM right, you have to find inexpensive keywords that also target your audience.
3. How to measure results.
SEM allows you to track everything. Sophisticated software allows you to track what is happening with your campaigns. It’s easy to break down every element of your campaign to see what’s working. You can then drop what’s not working.
To do SEM right, you have to learn how to understand the analytical data. Once you can interpret the data correctly, you can make campaign course corrections.
Should You Use SEM?
SEM will help you get website traffic. If you have a good product with high conversion elements, you will get a positive ROI. If you have a great product, sales will soar.
You don't have to stay stuck in your online business. With SEM, you can have traffic on tap, earn more than you spend, quickly become an authority in your niche, and beat your competitors. What's there not to like?