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If the leaders in your industry are investing in billboards, television or print – does that mean you should too? Short answer: No. Amongst a number of digital marketing strategies, Search Engine Marketing (SEM) makes it possible to position your ad in Google searches and drive potential customers to your website. SEM opens up opportunities for businesses to take control over who they target, their budget and gives them the ability to view the results in real time. But how does this work in your favour?
The benefit of investing in traditional media forms like billboards and print is that they can reach a large number of people. However, it’s not possible for the advert to be relevant to every person that views it. For example, a newspaper advert for a flower shop would be most relevant to people who:
A) are currently interested in purchasing some flowers and
B) live directly near the store – but what about everyone else that sees it?
It’s irrelevant and it costs money to put your ad in front of people that aren’t interested. This is the benefit of SEM – you can target the people that are searching for what you’ve got on offer.
Additionally, it’s much more cost effective to target people searching for your product or service, rather than targeting everyone. SEM platforms such as Google AdWords use the Pay Per Click (PPC) advertising model, whereby your business only pays money when someone clicks on your advert. The person clicking on your advert has reached your ad by searching for terms related to your business that have been targeted within the AdWords platform, meaning they’re likely to be a potential customer.
Only paying for people interested in your product or service, rather than people that have no interest? Sounds like an ideal marketing strategy.
It’s not impossible, but it is difficult to measure the success of traditional adverts like those on billboards or television. If visits to your website increased during the time of the campaign – how many of these can you attribute to your advertising? A rough estimate is possible, but it’s not as precise as SEM. How many people viewed your ad? How many people contacted you after seeing your ad? SEM provides all the stats, and can also do so in real time!
Does this sound like something you’d be interested in? Be Media provide Search Engine Marketing to clients across a broad range of industries. Contact us to find out more about what we can do for you.