Enterprise SEM (or Search Engine Marketing) is a common topic among marketers. Some are getting excellent results from it, generating leads and sales for their business. But some are struggling to make it work.

If you’re looking to add SEM to your marketing plans, continue reading this article. We will dive into the benefits of considerations of enterprise SEM.

Reach Your Ideal Clients Instantly

Enterprise SEM is a marketing technique using Google Pay Per Click (PPC) or paid search ads. It’s easy and fast to set up your ads.

Select your target audience. Fill in the ad headlines, description, display URL, and optional ad extensions. Then submit your ad for review.

Upon ad approval, your ad will start showing up on the Google results page. As you can see, enterprise SEM can bring you targeted customers in a short time.

Target The Right Audience For Your Offer

Google PPC provides advertisers with a vast amount of data points to select the right audience for their business. You can specify demographics and search intents.

Choosing the right keywords is vital to the success of your enterprise SEM campaign. When a user searches keywords related to your product or service, your ads will appear. Optimizing the targeting will save you money because your ads will only appear for people who are searching for your solution.

Pay Only When Someone Clicks Your Ad

With Google PPC, as the name suggests, you only pay when someone clicks on your ad. If no one clicks on your ad, your ads will appear for free on the search engine results page. Moreover, it appears at the top of the page, above the organic SEO results.

Therefore, your business is getting free exposure on Google. You only pay for prospects who are interested enough to click on your ad.

Generate Leads From Your Competitors’ Traffic

As part of your enterprise SEM strategy, it’s a good idea to bid on your competitors’ related keywords. For instance, target keywords related to your competitors’ brand names and product names.

When someone searches for those words, your ad will appear, giving you the exposure you otherwise wouldn’t have. You know these prospects are searching for your competitors’ products. You now have a chance to get additional clients from your competitors that you otherwise wouldn’t have.

Measure Performance and Make Changes Quickly

Google paid search ads to give you in-depth data in real-time. You can use metrics like the number of clicks, click-through rate, cost per click, etc., to measure your campaign performance.

Identify your best-performing ads. If it’s profitable, you might decide to scale it by increasing the budget. You can also make tweaks quickly to optimize your ads for better performance.

How does enterprise SEM compare to SEO?

Although SEM and SEO (Search engine optimization) both have “search engines” in their name, they work differently. SEM is a form of paid advertising to show up on the Google search engines.

SEO is an organic way of getting visibility by optimizing the website content. Google’s goal is to show the most relevant website to a user’s search query. You don’t pay Google to get ranked. When your site starts showing up on Google from your SEO campaign, you are essentially getting free traffic.

Is one better than the other?

It’s not a question if you should do SEM or SEO. They complement each other well to bring leads to your business. Thus, enterprise businesses need both as part of their online marketing strategy.

SEM is a good way to get results and test new keywords quickly. SEO is a more cost-effective long-term strategy. Once you get on the search page, you’ll get a consistent stream of leads coming in for free.

Keep in mind that Google places a lot of emphasis on user experience. This affects both SEO and SEM. Make sure your site loads fast and is easy to navigate. And your site will get a boost in SEM and SEO performance.

Tips for doing an SEM Campaign

SEM can drive leads and revenue for your business if done correctly. You need to understand the mechanics of the platform and the ability to craft compelling ads. It can be tough to figure it out on your own.

You can get faster results by partnering with a professional enterprise SEM agency in Toronto. Book a call and find out how we can help you grow your business with SEM.