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  • By: Sydney Hadden
  • November 23, 2012

Top 5 Reasons to Budget for SEM

Search Engine Marketing has become one of the best forms of advertising today. SEM is a form of internet marketing that reaches huge markets with the ability to apply very specific targets. And the targeting options continue to get more and more advanced. Promoting websites and products through SEM can be done at a very minimal cost (and minimal wasted spending) relative to other forms of direct marketing. With more than 90% of Internet users using search and over 70% buying products online, it is more important than ever to budget for SEM. Below are the top 5 reasons:

1.       Drive Traffic to your Site

Search Engines are the most widely used source for website traffic with more than 80% of traffic coming from popular engines like Google, Bing and Yahoo.  Although a majority of that traffic is driven organically, paid search advertising immediately gets you in front of this huge audience.  Whether using a mobile device, tablet, or computer, consumers use search engines to find information about companies, products, and reviews.  Search engines have become the go to resource for just about any consumer question or impulse.

2.       Consumers Buy Online

With advancements and improved security in e-commerce, consumers are increasingly buying online (approximately ¾ offer Internet users buy online). The convenience, abundance of options, as well as wealth of information (particularly product reviews) available online set the perfect stage for consumers to buy directly from their computer, tablet, or mobile device.  Not only that, but with SEM you’re targeting users that are looking for your products or services.  You aren’t interrupting their online experience with your ads, you’re helping them find what they’re looking for.

3.       Increases your Bottom Line

ROI:   The granularity of data available in Search Engine Marketing allows marketers to individually cater and optimize campaigns, improving ROI. This platform provides control and efficiency unlike any other direct marketing tactic.

Cost Effective Direct Marketing:   SEM offers a wide range of broad to very specific targeting options. This allows for extremely cost effective marketing with minimal waste.

PPC:   The beauty of Paid Search is that you can structure campaigns so that you only pay for actual clicks on your ads. Tied in with efficiency, this ensures each dollar you spend is targeted to the point of interested consumers willing to click. This provides additional branding value for free. Those who see your ad (impressions) but don’t click are still aware of your brand and may help prompt them at a later date to remember your name.

4.       Legitimacy

Consumers use the internet for just about everything. Without a presence consumers will become frustrated, skeptical, or completely unaware of your brand. In order to remain above the competition and in consumers’ minds, it is important to budget for paid search campaigns.  Companies running paid search campaigns have been shown to increase click-thru rates (CTR) on organic search listings as well.

5.       Measurability

One of the main benefits of a SEM campaign is the ability to measure the results. General marketing metrics apply including reach (impressions), engagement (clicks, time spend on page, etc.), share of voice, and ROI. The vast amount of data available in search campaigns makes it possible to set up key metrics to gauge the success of every campaign from month to month, or any other time frame required.

For more information on SEM or paid search strategy, you can view our strategic process on our sem/ppc services page.

Sydney Hadden

(Digital Marketing Specialist at Londes Digital Marketing)

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