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What is SEM & paid search Marketing

SEM is an acronym for Search engine marketing. It brings traffic and leads to the website by paid advertising on search engines.

SEM is a paid type of advertising which is used by the marketers to get results in a short span of time. As we all know that SEO is a long term process to get quality result for a website whereas SEM is a short term process to yield brand awareness and sales which suits for all type of businesses starting from start-up, midsize companies to MNC’s.

Commonly used SEM terms are

• Paid search ads

• PPC (pay-per-click) *

• CPC (cost-per-click) *

• CPM (cost-per-thousand impressions) *

• CPA( Cost per Acquisition)

• Impressions

• Quality Score

• Keyword Planner

In current Era, every business started using Paid search Marketing which is beneficial to the website owners to get higher ROI ( Return on Investment).

Things to know before setting up the Google Adwords/PPC Campaign

Experienced Paid Search Advertisers might know completely about Google Adwords campaign settings. However those things can be unnoticed by the Advertisers who are new in setting up the PPC campaign.

To be aware of setting up the applications refer this article. Save your money and generate more leads and Quality website traffic.

1.To start PPC Campaign go for Search Network Only

Initially while setting up the PPC Campaign I would suggest you not to go with Search Network with Display Select option unless you are not experienced with Google Display network. Because the advertiser has to spend large amount when they go for this option

So if you are new to advertise a PPC campaign it’s better to start with Search Network only. Your ad will be visible on Google Search and Search partners. This will minimize and control your budget.

2.Stick to All Features

After Completing the above procedure, next you can find an option called Standards and All Features.

Standard is a default setting in Google Adwords. If you Didn’t Choose All features then you will be limited to extensions. You cannot access additional features. Ad extensions play an important role in PPC Ad rank campaign by giving additional information to the search users.

Out of 7 features available Google will Display any 3 ad features and provide more information about your Ad campaign.

Ad scheduling and Ad rotation readily helps the advertisers those who are new in setting up the PPC Campaign.

3.Targeting Location based (Advanced)

Google suggest Advertisers to add the location and many new advertisers may not be aware of location options. If you want to target people nearby your area it’s recommended  to set the Target Location carefully. Depending on the objective and who are the users to be targeted is really important while setting up the PPC Campaign to reduce the budget.

If you are targeting for different locations that doesn’t suits your business it’s waste of money and time. It may not work for you. Based on the objective and business goals specify the location while setting up the PPC Campaign. You can also find the same default settings in Bing Ads.

4. Extend Ad Delivery Rotation

If you scroll down the Adwords setting page you can find an option called Ad rotation. You can see the following options

It’s like “Optimize for clicks: Show ads expected to provide more clicks”. You can adjust the ads based on your required budget, Clicks, impressions etc. Mostly experienced Advertisers highly prepare for optimizing the clicks.

5) Knowledge in Google Search partners 

New Advertisers has to pay more attention on Google Search partners option. Search partners include many products of Google like Gmail, Youtube etc. If your ad is related the search then it will be displayed on the Google search partner website which further makes the campaign performance better and your ad will get high attention among the users.

Campaign Performance

Above listed are the few examples to be followed by starters to improve the PPC performance of a campaign. Experienced PPC professionals understands the above procedure very easily but when it comes to the advertisers who are new in setting up the adwords have to notice every feature of the option displayed above into consideration.