Search Engine Marketing (SEM)
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Search engine marketing strategy works by promoting your content at the top of search engine results pages (SERPs). SEM is a type of pay-per-click (PPC), or cost-per-click (CPC) advertising where the publisher pays every time a user clicks on the paid search result.
During the past decade, digital marketing has largely shifted away from paid advertising, as evidenced by the meteoric rise of content marketing. As part of a broader marketing strategy, SEM and other forms of click advertising still have substantial strategic value. Here are some reasons why you should use SEM in your medical digital marketing efforts:
For the majority of display advertising formats, the average click-through rate (CTR) is less than 0.5%. This means that, of the users who see a display ad, less than half a percent will actually click on it.
In contrast, paid search efforts have an average CTR of 2%. Paid SEM services are far more likely than other types of digital advertising to increase sales for your company.
Organic content marketing especially for medical content takes time and effort to get ranked on page 1 of search engines like Google, Bing, etc.SEM can provide some respite in the way of traffic generation as you expand your organic content and enhance your existing web pages to perform better on search. While search engine marketing cannot replace an organic strategy, it can help in the early stages of your content marketing campaigns.
Non-paid search results on the first half of Page 1 regularly see CTRs of 50% or higher, which is much better than the 2% delivered through paid search.
Nevertheless, paid search results are still the first listings users see as they scroll through Page 1 of SERPs. This exposure can help build brand awareness by as much as 80% in some cases, according to Google.
Major search engines like Google and Bing provide PPC shopping ads that list toward the top of a SERP. Paid shopping ads are a shortcut to the online point of sale for B2B and B2C brands that sell directly through their website or through other online marketing channels.
Over 30% of all searches have a local intent. For local services listing near the top of results could make the difference between business going to them or to a competitor. Local service businesses can rank higher in Google search results by using Local Service Ads. Publishers do not pay for clicks in paid search, but rather for lead generation. A lead is considered any call, message, or booking made as a result of the ad.
How Does MarkRanc Healthcare SEM Work?
PPC, or paid search engine marketing, helps you set up an online advertising system that directs visitors to your websites. In exchange, you must pay the publisher a certain price each time your PPC ad is clicked.
Search engine optimization (SEO) is mostly unpaid, while search engine marketing (SEM) is paid.
Search engine optimization relies on organic, non-paid content to increase site visibility. This may include on-page optimization using technical SEO and optimizing website copy to rank for specific terms. Aside from on-page optimization, it can also utilize social media marketing, e-mail marketing, backlink campaigns, and other off-site strategies.
In the absence of strong SEO, SEM can end up costing more. As a result, Quality Score plays a significant role in determining CPC.
In order to temper the cost of PPC strategies, it is important to optimize your website or landing page for certain keywords.
MarkRanc is a full-service digital marketing agency that can handle your SEM campaign management needs. You can count on our PPC strategists for assistance at every step of the SEO process.
- Defining your paid campaign goals.
- Making suggestions on how to cut CPC while increasing impressions, such as by optimizing the landing page and enhancing your local SEO.
- Creating concise advertising material that helps increase CTR.
- Calculating KPIs for metrics like impressions, click-through rate, bounce rate, and conversions.
- Modifying the plan in light of the results.
- MarkRanc makes sure you receive more than you bargained for.