Simply put, no matter how expansive your marketing efforts are you have to respect the power of search engines. The functions of search engines predate the web itself. In a survey conducted by Adobe, nearly 80% of all retailers viewed search marketing as the number one customer acquisition tactic. While social media is the new fancy car in digital marketing, the facts are that lead generation from search engine results is over 100% more effective.
SEM is a term that separates itself from SEO by strictly referring to paid search metrics. While SEO is effective in raising page rankings, paid listings guarantee you placement in a certain window based on various target keyword filters. Search engines can be tricky for emerging brands with most search engines balancing the meter in favor of the user and the advertiser. Ad relevancy is a common factor used in determining CPC campaigns where an advertiser only pays for the ad being clicked but not for ad placement.
PPC Advertising even for a marketer can be tricky. Your brand may understand the keywords needed but not the competitiveness and cost effectiveness of these keywords. Businesses can waste tons of money on improper SEM spending habits by overbidding on keywords that seem high in rankings but fail to deliver because they are so many other businesses competing for the same keywords.
Without professional Pay-Per-Click strategies, you run the risk of depleting your ad spend budgets with little ROI. Brands who do this often undervalue the usefulness of SEM and in return see other brands cash in big on the process. With proper guidance you can learn how to monitor competitors in your CPC target market and effectively leverage bids against them. Gain the competitive advantage of your market today by putting your money towards PPC advertising that does wonders for your ROI.