Hey there! And welcome to our introduction to search engine marketing, or
. In this video we’re going to be talking about how
works, and more importantly, what makes it unique in marketing, and why it’s so effective.
Now Fiona from CandleBark Creations is going to share how search engine marketing helped grow her business.
Google paid search for our business is really important. You can look at the statistics too and it’s pretty much 95% of our new business. In the last 5 years so since we've been advertising on google Adwords we have actually grown our business to three times the revenue.
Another great thing is you can really control how much you want to get done. So we did have a period last year where we got so many corporate orders that we had to pause google. We’re not going to get them done in time, christmas is a definite deadline, we want to make sure all our customers are really happy and so we did actually pause it for a couple days to catch up. Isn't that great that you can control it that way?
You’re probably already familiar with search engine marketing, even if you don’t know how it works. Let’s say you do a search for something like wedding photos. You’ll get lots of options on the search engine results page. Now we’re going to take a closer look at those results.
The links you see in the main part of the page are called “organic” results. It costs nothing to appear here. This is where search engines show sites they think have the most relevant content.
Now look at the top of the page. See those results? These listings are paid advertisements.
SEM lets you use this space to advertise to potential customers when they search for certain words and phrases relevant to your business. These are known as keywords.
Another really unique thing to know about SEM is the advertiser pays only when someone clicks on their ad. So if your ad appears, but no one clicks on it, you won’t be charged.
Yeah, you heard that right! That’s why it’s called “pay-per-click” advertising.
Let's say you’re a wedding photographer. You may want your ads to show when someone searches for wedding photographer Melbourne. But you’ll only pay if the searcher clicks on your advert.
That’s the big difference when comparing SEM to traditional forms of advertising, like ads in newspapers and magazines, or billboards. If you advertise wedding photography using those, the ad is shown to a bunch of people… whether or not they want wedding photos. And you pay no matter what.
With SEM , it’s very likely that people who clicked your ad are interested in what you have to offer, because they told you so. Or rather, they told the search engine when they searched for wedding photographer Melbourne, saw your ad and clicked on it.
Unlike traditional marketing, SEM targets people actively looking for products and services. This is different from broadcasting a message that people may—or may not—have any interest in.
Makes sense, right? Now you know why SEM works so well.
Let’s sum up. Search engine marketing is a uniquely powerful option for your business. It’s simple, but effective: People search for things they want. And advertisers target specific searches, but only pay if someone clicks to learn more. That’s search engine marketing.
If you stay tuned we’ll cover lots more about SEM . We’ll explain how it works, how to identify effective keywords, how to write ads people will click on, and much more.
- what SEM is
- how it works
- why it works so well.