Business success doesn’t happen overnight. It takes a solid strategy to grow your small business. Nowadays, digital marketing is something you really should explore to achieve your bottom line, and a channel that you may consider utilizing is Search Engine Marketing (SEM) or search advertising. This entails using paid ads or pay-per-click (PPC) ads to promote your brand or content to increase search engine visibility.
Paid search means “bidding” for placement before the organic search results when users look up a keyword relevant to your business. Obviously, when your brand is at the top of Search Engine Results Pages (SERPs), you get better exposure and can pull in more prospects.
Benefits of SEM for Small Businesses
Competitive advantage
SMBs are at a disadvantage when it comes to competing with big brands. Usually, more established brands are the ones taking the top organic results for popular keywords, but with an excellent SEM strategy, SMBs can one-up their larger competitors.
Understandably, big brands can also afford paid ads, but if you have a smarter plan with more compelling copy, you can differentiate yourself and stand out from the crowd.
Instant awareness
One of the challenges of SMBs is that they have close to zero visibility. Not many consumers will be familiar with your brand, especially if you’re just starting out. However, if you continually show up on top of SERPs for your relevant keywords, you can foster instant brand awareness with otherwise unacquainted users.
Reinforces name recognition
It’s been said that it takes 7–13 touch points before a prospect converts. It’s safe to say that a customer would not readily purchase from you at the first moment they find you online. You need to reinforce recognition so that customers keep your brand top-of-mind once they’ve decided to push through with the purchase.
Paid search means “bidding” for placement before the organic search results when users look up a keyword relevant to your business. Obviously, when your brand is at the top of Search Engine Results Pages (SERPs), you get better exposure and can pull in more prospects.
Benefits of SEM for Small Businesses
Competitive advantage
SMBs are at a disadvantage when it comes to competing with big brands. Usually, more established brands are the ones taking the top organic results for popular keywords, but with an excellent SEM strategy, SMBs can one-up their larger competitors.
Understandably, big brands can also afford paid ads, but if you have a smarter plan with more compelling copy, you can differentiate yourself and stand out from the crowd.
Instant awareness
One of the challenges of SMBs is that they have close to zero visibility. Not many consumers will be familiar with your brand, especially if you’re just starting out. However, if you continually show up on top of SERPs for your relevant keywords, you can foster instant brand awareness with otherwise unacquainted users.
Reinforces name recognition
It’s been said that it takes 7–13 touch points before a prospect converts. It’s safe to say that a customer would not readily purchase from you at the first moment they find you online. You need to reinforce recognition so that customers keep your brand top-of-mind once they’ve decided to push through with the purchase.
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