Is it Worthy for Small Business to Invest in SEM?

Too often, small businesses believe Search Engine Marketing (SEM) is not worth investment to expand market reach. However, the visibility of the website in search results consists of a crucial part of shoppers’ impression to this company. Studies show that the top listing on Google obtains approximately 33 percent of the traffic, while the second place listing only receives 18 percent of clicks. The number of clicks declines rapidly as cyber citizens scroll down the page. Therefore, both online business and brick-and-mortar retail stores should keep an eye on their online ranking in major search engines.

To outperform competitors’ search results, SEM is a cost-effective way to reach target audiences by leveraging the power of keywords to deliver ads to highly relevant groups of people. Through retargeting (also called remarketing), web content optimization, managed ad placements, and affordable costs, SEM is undoubtedly a practical and powerful tool for small and local businesses to reach prospects. Following are the four key values SEM could bring to small businesses.

1. Search is Still Important for Information-Gathering and Deal-Seeking

According to a 2016 study by Nielson, purchasing habits today are going digital - shoppers usually grab the nearest digital device, rather than go to the nearest store, for product review and service experience. Omnichannel era is a distinct opportunity for merchants to advertise deals, increase exposure, and gain competitive edge. Furthermore, SEM is not only for large enterprises to reach a national scale. It also increases company visibility in local community and helps to connect with local customers.

1. SEM Suits Small Business with Limited Online Advertising Resources

The creation of SEM ads is not as complicated as most people think. You do not have to design images, graphics, or other branded elements. A number of online tools and services are created for small business to quickly get started. Google AdWords is the most well-known one with simple sign-up procedures and helpful guides available to equip businesses with SEM skills. What’s even surprising here is that around half of adults are not able to spot ads in Google’s search results, according to a survey.

1. Ad Blocking Can’t Block SEM

As ad-blocking technology is rising up, display ads are having a hard time on the way forward, but SEM is barely affected as it appears on search results, not any eye-catching location on a website. Another advantage of SEM over display ads is that SEM resists the blocking effect of “ad blindness” or “banner noise” that are recently studied.

1. SEM Enables Real-Time Monitoring and Adjustment

Marketers heavily rely on real-time data to monitor how the ad influences target customers. But it costs time for data to become available and for marketers to make corresponding changes. Nevertheless, those who adopt SEM can access and track customers’ responses in real-time. Benefited by live data, marketers can make fine adjustments on the fly, initiating second round of remarketing or pulling down unsuccessful ads with unclear key phrases, for example.

 

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• How to Do It Right?

Search engine marketing is all about getting in front of target audience at the precise moment they are ready to make a purchase. But how to do it right in case you do not have related experience? One way to accomplish this is to employ JumoreGlobal’s SEM optimization package, which provides professional Search Engine Advertising and Social Media Advertising services. Whether you are a newcomer to paid search marketing or a seasoned professional, we want to provide you with everything you need to scale SEM. Our integrated platform, JumoreGlobal, helps manage your SEM campaigns easy and efficient, leaving you more time to focus on what really matters - growing your business.

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