SEM: What Is It, and How Can It Help Your Business?

August 18, 2021

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It is common to confuse search engine marketing (SEM) with search engine optimization (SEO). Both aim to increase your ranking on search engine results pages (SERPs), but they employ different methods to accomplish that. Search engine marketing encompasses two different ways to increase your ranking: SEO and PPC.

SEO deals largely with organic search, which involves methods of increasing your ranking through outreach, building your traffic naturally and sustainably over time. A second facet is pay-per-click marketing (PPC), which allows you to monetize your outreach to generate leads and traffic for your website. SEM is all about combining both tactics and using them strategically.

Marketing with Social Media Platforms

Almost any effective digital marketing plan revolves around social media. There are advantages and disadvantages to every social media outlet and not all work in the same way for marketing purposes. Social media marketing firms like The Agency maximize the potential of social media to increase website traffic and sales.

Making the Most of Specific Tools in Each Platform

Almost all marketing articles focus on Twitter, Facebook, and YouTube, but there are a few new players in the online marketing scene such as Snapchat, Pinterest, and Instagram. By learning how to make a Snapchat business account, you can use Snapchat geofilters to attract young, social media-savvy customers to your physical location.

What are geofilters?

The purpose of the concept is both to build brand recognition and an online following within your local community through a fresh approach that hyper-connects you to your local market. By learning when and how to use geofilters effectively, you will enhance your local SEO efforts. Rather than business-to-business marketing, they are best suited for youth-oriented businesses with a physical location and a substantial online following.

Analytics: How to Interpret Them

Once you’ve got all the digital marketing platforms connected and generating the content, you can measure their effectiveness by directly looking at their analytics.

There are two words you might see in social media reporting: ?reach? and ?impressions.? Reach refers to the number of times your content has been seen, while impressions are the number of times your content has appeared on a screen.

Each metric gives you a different perspective on viewer interactions. If your impressions are too high, you may be oversaturating your market with ads or content. This may cause viewers to tune out. Even if you reach a lot of people, unless your ads are converting, they aren’t being effective. You will gain a more comprehensive picture of your SEM’s effectiveness when you combine viewer feedback and other analytics.

Need Help Optimizing Your Social Media Presence?

SEM is best done locally, even if social outreach is global. If you find the process overwhelming, confusing, and time-consuming, the PPC advertising management experts at The Agency can always handle the optimization and tracking for you. Contact us today to learn how we can help!

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