Search engine marketing, or SEM, is a powerful tool for freelancers who want to promote their clients via paid advertising on search engines such as Google. While SEO focuses on organic traffic growth, SEM allows for quick visibility of a website by placing it at the top of search engine results through paid searches on platforms such as Google Ads.
Businesses place bids on specific keywords related to their products or services with SEM so that when users search these terms, they see the business’s advertisements appear above the organic search results. This means a business can significantly boost its chances of generating traffic and leads by utilizing SEM.
The first step of an SEM campaign is to perform extensive keyword research to find the search terms with a high level of intent. As a freelance digital marketer, I work to identify keywords that have high levels of search traffic and good conversion rates. After identifying the proper keywords, I work to write compelling advertisement copy, including eye-catching headlines and concise descriptions that entice users to click on the advertisement.
In addition to writing good ad copy, it is equally essential to have a well-designed and relevant landing page to provide an excellent user experience and improve conversion rates. Google also uses landing page quality as a factor when determining the ad’s ranking and cost per click.