Search


<p>When you’re creating marketing materials for an upcoming campaign, keep in mind that the channel you’re marketing on requires different types of ads and ad copy. If you’re working on a search engine marketing (SEM) campaign, <a href="https://brytdesigns.com/google-ads-business-goals">creating ad copy</a> that’s effective at getting users to click on the ad can be a challenging task.</p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Highlights</b>                    <span class="lwptoc_toggle">
                <a href="#" class="lwptoc_toggle_label" data-label="show">hide</a>
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<div class="lwptoc_items lwptoc_items-visible" style="font-size:125%;">
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#What_is_a_Search_Ad">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">What is a Search Ad?</span>
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#5_Understand_the_Competitive_Landscape">
                    <span class="lwptoc_item_number">1.1</span>
                <span class="lwptoc_item_label">5. Understand the Competitive Landscape</span>
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    </div><div class="lwptoc_item">    <a href="#4_Writing_to_the_Search_Query">
                    <span class="lwptoc_item_number">1.2</span>
                <span class="lwptoc_item_label">4. Writing to the Search Query</span>
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    </div><div class="lwptoc_item">    <a href="#3_Qualifying_Website_Searchers">
                    <span class="lwptoc_item_number">1.3</span>
                <span class="lwptoc_item_label">3. Qualifying Website Searchers</span>
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    </div><div class="lwptoc_item">    <a href="#2_Knowing_How_to_Fail">
                    <span class="lwptoc_item_number">1.4</span>
                <span class="lwptoc_item_label">2. Knowing How to Fail</span>
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    </div><div class="lwptoc_item">    <a href="#1_Create_an_Offer">
                    <span class="lwptoc_item_number">1.5</span>
                <span class="lwptoc_item_label">1. Create an Offer</span>
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    </div></div></div><div class="lwptoc_item">    <a href="#Guide_to_Writing_SEM_Ad_Copy">
                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">Guide to Writing SEM Ad Copy</span>
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Planning">
                    <span class="lwptoc_item_number">2.1</span>
                <span class="lwptoc_item_label">Planning</span>
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    </div><div class="lwptoc_item">    <a href="#Writing">
                    <span class="lwptoc_item_number">2.2</span>
                <span class="lwptoc_item_label">Writing</span>
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    </div><div class="lwptoc_item">    <a href="#Testing">
                    <span class="lwptoc_item_number">2.3</span>
                <span class="lwptoc_item_label">Testing</span>
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<p>Regardless of the type of campaign you’re working with, <strong>ad creation requires artistic and technical skills</strong>. Many creative individuals are drawn to ad development because of the ability to innovate with creative ideas. The primary goal for <a href="https://brytdesigns.com/become-a-google-ads-specialist">ad campaigns</a> is to make the ad visible to the target audience.</p>



<p>Placing the right content onto your SEM ads is necessary to appeal to members of your audience. Writing content for ads can be done by <strong>professional content writers who have ample experience with developing appealing ad copy</strong>. These professionals know how to use the best keywords in the ideal locations. Because of the limited space available in ad copy, the words a content writer puts into the ad must deliver a message in a concise manner. Here are some tips on how to create effective SEM ad copy.</p>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="683" src="https://wp.brytdesigns.com/wp-content/uploads/2022/12/edho-pratama-yeB9jDmHm6M-unsplash-1024x683.jpg" alt="google ads" class="wp-image-4705" srcset="https://wp.brytdesigns.com/wp-content/uploads/2022/12/edho-pratama-yeB9jDmHm6M-unsplash-1024x683.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/edho-pratama-yeB9jDmHm6M-unsplash-300x200.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/edho-pratama-yeB9jDmHm6M-unsplash-1536x1024.jpg 1536w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/edho-pratama-yeB9jDmHm6M-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2 class="wp-block-heading"><span id="What_is_a_Search_Ad">What is a Search Ad?</span></h2>



<p>A search ad shows up when an individual searches for a specific product or service on a search engine like Google or Bing. When displayed, the user can <a href="https://brytdesigns.com/google-conversion-tracking-shopify">click on this ad</a>, after which they will be taken to a landing page for the product or service you offer. Search ads typically look like text snippets around the uppermost portion of the screen in search results. <strong>Search ads always include a short description, a title, and a hyperlink</strong>.</p>



<p>When it comes to the headline or title, this piece of written content is only meant to describe the product or service with a few keywords. Visitors tend to look at headlines for an ad before anything else. The character limit for an SEM ad headline is around 25 characters.</p>



<p>The link that you place in the ad allows users to click on the ad to reach a landing page. This page should always provide users with the information or product details that caused them to click on the ad in the first place.</p>



<p>As for ad copy, <strong>this is the description that tells users about your product or brand</strong>. It should also come with an offer that pushes users to click on the ad. Each line of ad copy should contain 35 characters or less.</p>



<h3 class="wp-block-heading"><span id="5_Understand_the_Competitive_Landscape">5. Understand the Competitive Landscape</span></h3>



<p>Before writing ad copy, you should get to know more about the competitive landscape around you. The information you uncover should inform the copy you implement into your ads. Some <a href="https://vwo.com/ab-testing/">A/B testing</a> can also help you arrive at the most effective ad copy.</p>



<h3 class="wp-block-heading"><span id="4_Writing_to_the_Search_Query">4. Writing to the Search Query</span></h3>



<p>It’s highly recommended that you focus on writing ad copy that’s directly related to the query the user placed into the search engine. Instead of focusing intently on putting essential keywords into the ad body or headline, <strong>consider defining your product or answering questions about a service you offer</strong>.</p>



<h3 class="wp-block-heading"><span id="3_Qualifying_Website_Searchers">3. Qualifying Website Searchers</span></h3>



<p>When you perform keyword research, try to center your efforts around specific phrases that your target audience will likely enter into search engines like Google. Your ads should obtain clicks from qualified and relevant traffic. Even though click-through rates will drop with this approach, the cost per conversion will also reduce.</p>



<h3 class="wp-block-heading"><span id="2_Knowing_How_to_Fail">2. Knowing How to Fail</span></h3>



<p>Anyone who writes ad copy will eventually fail. Even if your ad succeeds at first, it will invariably begin to draw in less clicks over time. It’s possible that your title isn’t strong enough or that the call-to-action isn’t as compelling to your target audience as it should be. <strong>Perform A/B testing to try out new variations of the ad</strong>. By accepting failure, you could turn mediocre results into eventual success.</p>



<h3 class="wp-block-heading"><span id="1_Create_an_Offer">1. Create an Offer</span></h3>



<p>Likely the most important aspect of your ad copy is the ability to create a good offer. This offer should surprise the audience enough for them to click on the ad. Since all search engine ads should include an offer, the focus should be on providing an offer that’s appealing to your target audience.</p>



<p>Two of the most effective offers that can be placed into search engine ads include “free shipping” and “discount”. You could even place “special offer” into the ad copy to draw users in and make them more interested in what offer they’ll receive by clicking on the ad.</p>



<h2 class="wp-block-heading"><span id="Guide_to_Writing_SEM_Ad_Copy">Guide to Writing SEM Ad Copy</span></h2>



<p>There are three distinct phases that are needed for effective search ad implementation, which include planning, writing, and testing.</p>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="683" src="https://wp.brytdesigns.com/wp-content/uploads/2022/12/benjamin-maffin-Ux6_jnk2cO8-unsplash-1024x683.jpg" alt="writing sem copy" class="wp-image-4706" srcset="https://wp.brytdesigns.com/wp-content/uploads/2022/12/benjamin-maffin-Ux6_jnk2cO8-unsplash-1024x683.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/benjamin-maffin-Ux6_jnk2cO8-unsplash-300x200.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/benjamin-maffin-Ux6_jnk2cO8-unsplash-1536x1025.jpg 1536w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/benjamin-maffin-Ux6_jnk2cO8-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h3 class="wp-block-heading"><span id="Planning">Planning</span></h3>



<p>The planning stage of the ad copy creation process involves:</p>



<ul><li>What are users searching for?</li><li>Know your products and target audience</li><li>Select an editorial policy</li><li>What is your brand’s Unique Selling Proposition (USP)?</li><li>Perform competitive research</li></ul>



<p>Before you decide what messages you’d like to communicate, you should learn more about the needs that your customers have. Consider analyzing keywords and search trends with tools like <a href="https://www.keyword.io/">Keyword.io</a>, <a href="https://support.google.com/google-ads/answer/7337243?hl=en">Google Keyword Planner</a>, and <a href="https://keywordtool.io/">Keywordtool.io</a>.</p>



<p>Once you’ve determined which terms are most used by your target audience, you should group them into separate categories in a Word document, which should help you gain a better understanding of your main audience. It’s then possible to link these ads to different keyword categories that your customers search for.</p>



<p>You should also identify which of your products perform better than others online. With Google Analytics, <strong>you can learn more about your products as well as your target audience</strong>. Some of the questions that can be answered with Google Analytics include:</p>



<ul><li>Which products of yours sells the most?</li><li>What are the most-viewed pages on your website?</li><li>What are the most relevant audience demographics?</li><li>Which devices are customers using to enter your website?</li><li>What are the best-performing channels?</li></ul>



<p>During the initial planning stage of your SEM campaign, try to <a href="https://your-comics.com/en/article/definite-a-line-editorial-25.html">select an editorial line</a>, which should make it easier for your content to be consistent. The editorial line used by Arctic Gardens is “Help families adopt healthy daily eating habits.”.</p>



<p>You should also know what your Unique Selling Proposition is. If you can highlight the features or aspects of your product that make it unique, it’s more likely that users will click on your ad.</p>



<p>As touched upon earlier, you should perform extensive competitor research with tools like <a href="https://www.semrush.com/">SemRush</a>, <a href="https://www.spyfu.com/">SpyFu</a>, and <a href="https://serpstat.com/">Serpstat</a>. With these tools in hand, <strong>you can review your competitors’ ads and determine which ones have performed the best</strong>.</p>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="535" src="https://wp.brytdesigns.com/wp-content/uploads/2022/12/Screenshot-2022-12-15-114108-1024x535.jpg" alt="keyword planning" class="wp-image-4707" srcset="https://wp.brytdesigns.com/wp-content/uploads/2022/12/Screenshot-2022-12-15-114108-1024x535.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/Screenshot-2022-12-15-114108-300x157.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/Screenshot-2022-12-15-114108.jpg 1130w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h3 class="wp-block-heading"><span id="Writing">Writing</span></h3>



<p>During the writing phase of ad copy creation, you can:</p>



<ul><li>Respond to your audience’s needs in headline one</li><li>Place differentiators and CTAs in headline two</li><li>Focus on additional information in the description</li><li>Provide extra info in the URL path fields</li></ul>



<p>Now that you’ve performed ample amounts of research, you can get into the writing stage of the ad copy process. In this stage, your goal should be to create a standard SEM ad, which means that the headline should have two lines with 30 characters apiece and an 80-character description.</p>



<p><strong>The initial headline should respond to the needs your target audience has</strong>. It’s also the very first thing that users will see, which is why it should be direct and concise to capture your audience’s attention. Always keep your target audience in mind when writing this aspect of the copy.</p>



<p>If the first headline is about capturing the user’s attention, the second headline should focus on engaging these users, which is why you should state what action you want the user to take. This headline can include clear CTAs like “Buy Now” or “Contact Us”. Try to differentiate your brand as well.</p>



<p>Once you reach the description, it’s time to provide information that’s complementary to the details listed in the two headlines. Make sure, however, that you don’t repeat yourself. When you get to the URL path fields, you could choose to extend the URL for the destination page with a hierarchy for the products or an indication of what the page is. An example of an URL hierarchy is “tires/ford”.</p>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="681" src="https://wp.brytdesigns.com/wp-content/uploads/2022/12/glenn-carstens-peters-npxXWgQ33ZQ-unsplash-1024x681.jpg" alt="writing" class="wp-image-4708" srcset="https://wp.brytdesigns.com/wp-content/uploads/2022/12/glenn-carstens-peters-npxXWgQ33ZQ-unsplash-1024x681.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/glenn-carstens-peters-npxXWgQ33ZQ-unsplash-300x200.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/glenn-carstens-peters-npxXWgQ33ZQ-unsplash-1536x1022.jpg 1536w, https://wp.brytdesigns.com/wp-content/uploads/2022/12/glenn-carstens-peters-npxXWgQ33ZQ-unsplash-scaled.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h3 class="wp-block-heading"><span id="Testing">Testing</span></h3>



<p>Now that you’ve written the copy, the hard part of this process is over. During testing, your focus should be on identifying how your ads can be placed online. There’s no specific method that guarantees future success. If you want to maximize your potential for success, it’s essential that you:</p>



<ul><li>Test your ads</li><li>Analyze the results you receive</li><li>Perform additional testing</li></ul>



<p>When testing the efficacy of your ads, <strong>create small variations that change just one aspect of your ad each time</strong>, which gives you two versions to test against each other. The version that performs best with conversions or click-through rates should be the one you select. You can then perform additional tests to determine if further improvements can be made.</p>



<p>Likely the easiest way to start testing is by changing the first two headlines. Along with containing very few words, headlines have the largest impact on the performance of your ads.</p>



<p>Creating effective and successful SEM ads that are able to bring traffic to your website is performed by understanding the competitive landscape, writing to the search query, qualifying website searchers, knowing how to fail, and creating an offer. With this guide in hand, you have the tools you need to create SEM ad copy that helps you reach your goals.</p>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="678" src="https://wp.brytdesigns.com/wp-content/uploads/2019/04/a-b-testing-1024x678.jpg" alt="Conducting A/B tests" class="wp-image-1301" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/04/a-b-testing-1024x678.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/a-b-testing-300x199.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/a-b-testing.jpg 1355w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>


5 Creative Tips For Effective SEM Ad Copy

9 Powerful Local Internet Marketing Ideas


<p>When you’re creating and managing any type of website, <strong>SEO and SEM are among two of the most important terms to understand</strong>. Both of these terms will inform your approach to marketing, which is why it’s essential that you understand how to utilize these marketing strategies.<strong> SEO stands for <a href="https://wp.brytdesigns.com/transforming-your-business-with-seo-marketing-services/">search engine optimization</a></strong>, which is a strategy that focuses on using organic methods to improve your ranking on <a href="https://wp.brytdesigns.com/bing-vs-google/">search engines like Google and Bing</a>. This type of strategy uses a wide range of different marketing techniques to improve a website’s ranking, which includes everything from placing keywords in website content to improving load speed between site pages.</p>



<p><strong>SEM, or search engine marketing</strong>, is a method that uses paid advertising to appear towards the top of search results. If you want to gain visibility for your website and brand, the paid ads you create can appear on relevant search results, which some users will click on. These users will be taken to a landing page or your website, which gives you the opportunity to convert a visitor into a customer. Even though SEM uses paid ads, you don’t pay any money on these ads until a user actually clicks on one. While these marketing strategies differ from one another, they can also work together to deliver fantastic results for your marketing campaign.</p>


<div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Highlights</b>                    <span class="lwptoc_toggle">
                <a href="#" class="lwptoc_toggle_label" data-label="show">hide</a>
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<div class="lwptoc_items lwptoc_items-visible" style="font-size:125%;">
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#SEO_Defined">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">SEO Defined</span>
    </a>
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Four_Pillars_of_SEO">
                    <span class="lwptoc_item_number">1.1</span>
                <span class="lwptoc_item_label">Four Pillars of SEO</span>
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    </div></div></div><div class="lwptoc_item">    <a href="#SEM_Defined">
                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">SEM Defined</span>
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Campaigns_of_SEM">
                    <span class="lwptoc_item_number">2.1</span>
                <span class="lwptoc_item_label">Campaigns of SEM</span>
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Display_Ads">
                    <span class="lwptoc_item_number">2.1.1</span>
                <span class="lwptoc_item_label">Display Ads</span>
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    </div><div class="lwptoc_item">    <a href="#Shopping_Ads">
                    <span class="lwptoc_item_number">2.1.2</span>
                <span class="lwptoc_item_label">Shopping Ads</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#YouTube_Ads">
                    <span class="lwptoc_item_number">2.1.3</span>
                <span class="lwptoc_item_label">YouTube Ads</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Gmail_Ads">
                    <span class="lwptoc_item_number">2.1.4</span>
                <span class="lwptoc_item_label">Gmail Ads</span>
    </a>
    </div></div></div></div></div><div class="lwptoc_item">    <a href="#Similarities_of_SEO_vs_SEM">
                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">Similarities of SEO vs. SEM</span>
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    </div><div class="lwptoc_item">    <a href="#Differences_of_SEO_vs_SEM">
                    <span class="lwptoc_item_number">4</span>
                <span class="lwptoc_item_label">Differences of SEO vs. SEM</span>
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</div></div>


<p>When you create paid ads for your search engine marketing campaign, you can use SEO to optimize these ads and increase the likelihood that your website gains more traffic.<strong> Before you start working on these marketing techniques, it’s highly recommended that you take some time to study them and learn about their differences</strong>. This guide takes a closer look at SEO and SEM while also discussing how they differ.</p>



<h2 class="wp-block-heading"><span id="SEO_Defined">SEO Defined</span></h2>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="682" src="https://wp.brytdesigns.com/wp-content/uploads/2021/12/digital-marketing-g623e1f084_1280-1024x682.jpg" alt="SEO defined in date analytics" class="wp-image-4039" srcset="https://wp.brytdesigns.com/wp-content/uploads/2021/12/digital-marketing-g623e1f084_1280-1024x682.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/digital-marketing-g623e1f084_1280-300x200.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/digital-marketing-g623e1f084_1280.jpg 1280w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>Search engine optimization is a form of search marketing that aims to use organic methods to improve rankings on search engine results pages. <strong>By utilizing this technique, you won’t be tasked with paying for placement on SERPs</strong>. The goal of SEO is to make your website, content, and ads more authoritative and valuable, which will help you push your website towards the top of search engine results.</p>



<p><a href="https://wp.brytdesigns.com/basic-seo-checklist-prepare-website-for-growth/">Before you start implementing SEO</a> into your website, keep in mind that this form of optimization includes hundreds of different components that you can use to improve your ranking, which include everything from making good use of keywords to placing a <a href="https://wp.brytdesigns.com/write-optimal-meta-titles-and-descriptions-for-seo/">meta title and description</a> at the top of every web page.</p>



<h3 class="wp-block-heading"><span id="Four_Pillars_of_SEO">Four Pillars of SEO</span></h3>



<p>Even though there are hundreds of different components that make up SEO, these components can be separated into four pillars of SEO, which include technical SEO, on-page SEO, off-page SEO, and content.</p>



<p><strong>Technical SEO</strong> – This form of SEO aims to improve the technical components of a website, which can involve making enhancements to mobile friendliness, site speed, structured data, indexing, crawlability, and security.</p>



<p><strong>On-page SEO</strong> – This type of SEO centers on optimizing the web page itself, which means that every page on your website can benefit from on-page SEO. The primary elements of on-page SEO include image alt tags, title optimization, meta tag optimization, and header optimization.</p>



<p><strong>Off-page SEO</strong> – This type of SEO focuses on bolstering the authority and trustworthiness of a website by connecting it directly to other relevant and high-authority websites. When a search engine notices that your website is becoming more trustworthy, it’s likely that your website will receive a higher position in search engine results. The primary off-page SEO tactics to consider using include PR and link building.</p>



<p><strong>Content</strong> – Content is a key ranking factor on Google that allows you to improve your search rankings while also providing users with relevant content that they might be interested in. If a web page on your website doesn’t contain content that users will find relevant, there’s no reason for Google or other search engines to place the page towards the top of search rankings since it won’t provide the user with the content they’re searching for. While copywriting is an essential aspect of content, it’s highly recommended that you develop a strong content strategy to get the most out of this technique.</p>



<h2 class="wp-block-heading"><span id="SEM_Defined">SEM Defined</span></h2>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="768" src="https://wp.brytdesigns.com/wp-content/uploads/2021/12/myriam-jessier-3n3Or1UMnVQ-unsplash-1024x768.jpg" alt="SEM defined in data analytics" class="wp-image-4038" srcset="https://wp.brytdesigns.com/wp-content/uploads/2021/12/myriam-jessier-3n3Or1UMnVQ-unsplash-1024x768.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/myriam-jessier-3n3Or1UMnVQ-unsplash-300x225.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/myriam-jessier-3n3Or1UMnVQ-unsplash-1536x1152.jpg 1536w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/myriam-jessier-3n3Or1UMnVQ-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p>Search engine marketing is similar to SEO but is designed to improve search rankings with paid ads as opposed to organic marketing. <strong>This form of marketing is also commonly referred to as pay-per-click, which can be done on such platforms as Bing Ads and Google Ads</strong>.</p>



<p>While creating an effective paid ad is essential for a successful SEM campaign, search engine marketing also involves everything from paid ad optimization to managing your account. You can start an SEM campaign by performing extensive competitor research and keyword research, both of which will help you develop targeted campaigns that boost your brand’s visibility while also getting more users to your website.</p>



<h3 class="wp-block-heading"><span id="Campaigns_of_SEM">Campaigns of SEM</span></h3>



<p>The <em>five types of campaigns</em> that are part of search engine marketing include:</p>



<ul><li>Gmail ads</li><li>YouTube ads</li><li>Search ads</li><li>Display ads</li><li><a href="https://wp.brytdesigns.com/social-media-advertising-everything-you-need-to-know/">Shopping ads</a></li></ul>



<p><strong>SEM search ads are text-only ads that appear on Google search results</strong>. If you pair your ad with the right keywords, you can get your search ads in front of your target audience, which should help you increase traffic and conversions.</p>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="680" src="https://wp.brytdesigns.com/wp-content/uploads/2021/12/adwords-g941f7aa36_1920-1024x680.jpg" alt="types of advertising" class="wp-image-4043" srcset="https://wp.brytdesigns.com/wp-content/uploads/2021/12/adwords-g941f7aa36_1920-1024x680.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/adwords-g941f7aa36_1920-300x199.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/adwords-g941f7aa36_1920-1536x1020.jpg 1536w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/adwords-g941f7aa36_1920.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h4 class="wp-block-heading"><span id="Display_Ads">Display Ads</span></h4>



<p><strong>Display ads are large online advertisements that consist of images, text, and a complete URL to your website</strong> that will allow users to continue down the sales funnel. If a user <a href="https://wp.brytdesigns.com/paid-advertising-ultimate-guide/">clicks on a display ad</a>, you can be confident that they are at least somewhat interested in the product/service that you offer. As long as the user lands on an appealing web page, it’s possible that he or she will end up taking an action on your website, which could be anything from creating an account to buying a product.</p>



<h4 class="wp-block-heading"><span id="Shopping_Ads">Shopping Ads</span></h4>



<p><strong>Shopping ads can also appear at the top of Google search results but include much more information when compared to text-only search ads</strong>. It’s possible for a shopping ad to be comprised of a product photo, title, store name, and price. These ads provide users with visual information that could push them to select the ads and make a purchase. The link you include in the ad should link back to the product that’s being advertised.</p>



<h4 class="wp-block-heading"><span id="YouTube_Ads">YouTube Ads</span></h4>



<p><strong>YouTube ads provide you with the ability to use video marketing to enhance your brand</strong>. The video ads that you create can be placed at the beginning of different YouTube videos. With the right approach, you could place your ads in front of videos that your target audience likely views.</p>



<h4 class="wp-block-heading"><span id="Gmail_Ads">Gmail Ads</span></h4>



<p><strong>Gmail ads appear directly in Gmail accounts within the “Social” and “Promotions” tabs</strong>. These ads are initially collapsed and only consist of a subject line. Once a user clicks on the ad, it will expand and can include photos, forms, and videos. An effective search engine marketing campaign is one that includes all of these campaigns.</p>



<h2 class="wp-block-heading"><span id="Similarities_of_SEO_vs_SEM">Similarities of SEO vs. SEM</span></h2>



<p>While SEO and SEM are two different forms of marketing, they do have some similarities that you should be aware of. These similarities include:</p>



<ul><li><strong>Improve website visibility</strong> – By making use of <a href="https://wp.brytdesigns.com/checking-google-keyword-rankings-seo-tools/">relevant keywords</a>, both SEM and SEO can help your website appear towards the top of search results, which will bring in more traffic.</li><li><strong>Drive quality and relevant traffic</strong> – Each strategy directly encourages users to enter your website.</li><li><strong>Use <a href="https://wp.brytdesigns.com/conducting-ppc-keyword-research-the-right-way/">keyword research</a> </strong>– Both of these strategies use keyword research to identify relevant keywords, which is done by studying the competition.</li><li><strong>Allow you to better understand audience</strong> – If you want to correctly implement SEO or SEM into your marketing campaign, you will need to have a firm understanding of your primary audience.</li><li><strong>Require ongoing optimization and testing </strong>– Each strategy requires constant monitoring and refining if you want the strategies to provide you with long-term success as well as a high ROI.</li></ul>



<figure class="wp-block-image size-large"><img decoding="async" loading="lazy" width="1024" height="678" src="https://wp.brytdesigns.com/wp-content/uploads/2021/12/lukas-blazek-mcSDtbWXUZU-unsplash-1024x678.jpg" alt="" class="wp-image-4044" srcset="https://wp.brytdesigns.com/wp-content/uploads/2021/12/lukas-blazek-mcSDtbWXUZU-unsplash-1024x678.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/lukas-blazek-mcSDtbWXUZU-unsplash-300x199.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/lukas-blazek-mcSDtbWXUZU-unsplash-1536x1018.jpg 1536w, https://wp.brytdesigns.com/wp-content/uploads/2021/12/lukas-blazek-mcSDtbWXUZU-unsplash.jpg 1920w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<h2 class="wp-block-heading"><span id="Differences_of_SEO_vs_SEM">Differences of SEO vs. SEM</span></h2>



<p>The <em>primary differences </em>between SEO and SEM include:</p>



<ul><li><strong>SEM ads are easy to distinguish</strong> – Users can easily identify paid SEM ads because of the “Ad” icon that’s placed on them, which doesn’t exist with organic listings. With paid SEM ads, it’s easier to control who sees your ads and when these ads are displayed.</li><li><strong>SEM ads are paid</strong> – Whenever a user clicks on an SEM ad, you will need to pay for the click or impression that occurred. On the other hand, organic advertising is essentially free, which means that your costs won’t increase whenever someone clicks on your website.</li><li><strong>SEM results are immediate</strong> – Once your SEM campaign goes live, you should be able to see results of the campaign in just a couple of minutes. You’ll know when and how many users click on your paid ads. As for SEO, it may take weeks or months for you to identify the results of your efforts.</li><li><strong>SEO provides cumulative results </strong>– SEO adds cumulative value over time since the results are long-lasting. On the other hand, the increased visibility that occurs with SEM will stop completely once you turn off the ads.</li><li><strong>Testing and Refining SEM is simpler</strong> – While both SEM and SEO should be tested, it’s easier to perform tests and refine SEM ads. You can use A/B testing with SEM marketing, which will allow you to obtain immediate results that tell you exactly which elements of your current ads should be refined.</li></ul>



<p><strong>Both SEM and SEO have their advantages and should be key elements of your marketing efforts</strong>. While SEO is a more long-term strategy, it can pay dividends at driving traffic to your website without incurring high marketing costs. As for SEM marketing, the PPC ads you create can be targeted to your exact audience, which can help you strengthen your conversion rates and revenues.</p>


SEO vs SEM: What’s the difference?


<p><strong>Google BERT is a neural network-based technique used by the latest Google algorithm for natural language processing. </strong>This Google algorithm update is designed to help the search engine understand how people communicate. </p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Highlights</b>                    <span class="lwptoc_toggle">
                <a href="#" class="lwptoc_toggle_label" data-label="show">hide</a>
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#The_BERT_Update_Brings_Big_Changes">
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                <span class="lwptoc_item_label">The BERT Update Brings Big Changes</span>
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                    <span class="lwptoc_item_number">1.1</span>
                <span class="lwptoc_item_label">What makes Google BERT Unique?</span>
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                <span class="lwptoc_item_label">What Does the BERT update Mean for Your Site’s SEO?</span>
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                    <span class="lwptoc_item_number">2.1</span>
                <span class="lwptoc_item_label">The BERT Update is a great reminder to perform an SEO Audit!</span>
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                    <span class="lwptoc_item_number">2.2</span>
                <span class="lwptoc_item_label">Quick Tips to Improve SEO after the BERT Update</span>
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<p>What this means is that search engines will perform better at processing conversational nuances. This tool is able to better understand the context and nuance of words used in search engine inputs, which allows for more accurate matches between queries and helpful results. Google <strong>BERT</strong> stands for <strong>Bidirectional Encoder Representations from Transformers</strong> and was initially released on October 21, 2019. </p>



<p> It’s currently estimated that the <strong>BERT update</strong> will impact upwards of <strong>10 percent of all searches</strong> within the Google search engine. By providing users with more accurate search results, it will be less of a hassle for them to get to their intended destination. This could increase traffic to your website. This is the single largest change that Google has made in five years, which is why it’s very important that you understand how the update can affect the SEO efforts of your website. This article aims to provide a closer look at Google <strong>BERT</strong> and why it may be important for website owners who want to bolster the popularity and visibility of their site. </p>



<p></p>



<h2 class="wp-block-heading"><span id="The_BERT_Update_Brings_Big_Changes">The BERT Update Brings Big Changes</span></h2>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="678" src="https://wp.brytdesigns.com/wp-content/uploads/2020/02/advice-advise-advisor-business-7075-1024x678.jpg" alt="two people looking at the same laptop while one person takes notes" class="wp-image-2105" srcset="https://wp.brytdesigns.com/wp-content/uploads/2020/02/advice-advise-advisor-business-7075-1024x678.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2020/02/advice-advise-advisor-business-7075-300x199.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2020/02/advice-advise-advisor-business-7075.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p> Now that <strong>BERT</strong> has been implemented into the <a rel="noreferrer noopener" aria-label="Google Search algorithm (opens in a new tab)" href="https://www.google.com/search/howsearchworks/algorithms/" target="_blank">Google Search algorithm</a>, there are some key changes that will occur with searches and other elements of the engine. As mentioned previously, BERT<strong> </strong>will directly impact around 10 percent of all search queries, which is a significant amount. Because of this large update, Google is now able to understand searches much better than before. For instance, the Google search engine can identify the meaning and importance of contextual words, which wasn’t possible before this update. </p>



<p> As an example, let’s say that a user was searching for “2020 USA traveler to Paris need a passport”. Before this update to the <strong>Google algorithm</strong> was implemented, Google wouldn’t understand the context or meaning of the “to” word, which meant that the search results might not directly provide the user with information about obtaining a passport for visiting Paris from the U.S. Since this update has been integrated into Google Search, users are now provided with much more relevant results that take every word into account. All propositions, such as “for” and “to” are handled better with this update. </p>



<p>
Another example of a search query that is now better understood by the Google Search engine is “do waiters stand a lot”. In the past, the Google Search engine wouldn’t be able to recognize the “stand a lot” portion of the sentence, which is referring to the physical demands that come with being a waiter. Now that the update is available, Google should always recognize the context of this phrase as well as similar phrases. </p>



<p> Keep in mind that the search results impacted by this Google algorithm <strong>only refer to English queries in the United States.</strong> The reason that the update only affects around 10 percent of these search results is that the tool is designed mainly to focus on lengthier and more conversational queries. If a query is three words long and is based on a simple phrase, the Google BERT update is unnecessary. </p>



<h3 class="wp-block-heading"><span id="What_makes_Google_BERT_Unique">What makes Google BERT Unique?</span></h3>



<p> While the <a href="https://martechtoday.com/natural-language-processing-101-201847" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">natural language processing</a> aspect of this update isn’t new to search engines like Google, the Google BERT update offers an advancement to NLP via bidirectional training. In general, natural language processing is an element of artificial intelligence that’s centered around linguistics. The goal of this tool is to assist computers in better understanding of how humans communicate. Aside from Google BERT, the main advancements that have been made to natural language processing include <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://www.inc.com/amanda-pressner-kreuser/wtf-are-chatbots-6-things-you-need-to-know-right-now.html" target="_blank">chatbots</a>, word suggestions that you can view on your smartphone, and various social listening tools. </p>



<p> The capabilities of BERT might seem similar to the ones of <a href="https://moz.com/learn/seo/google-rankbrain" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">RankBrain</a>, which was the very first method of artificial intelligence that was created by Google for the purpose of understanding search queries. There are, however, distinct differences between these two technologies that you might want to be aware of. For instance, RankBrain works alongside the Google Search algorithm to adjust search results by looking at past queries and by interpreting search queries to provide precise results for users. </p>



<p> BERT is entirely different in that it’s able to look at the content before and after a word in the search query at the same time, which allows for better and more accurate results. Before this update, NLP was only able to look before or after the word, which created issues where some context could be missing. For now, RankBrain and BERT work alongside one another to ensure that users are provided with the exact results they’re looking for. </p>



<p></p>



<h2 class="wp-block-heading"><span id="What_Does_the_BERT_update_Mean_for_Your_Sites_SEO">What Does the BERT update Mean for Your Site’s SEO?</span></h2>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="683" src="https://wp.brytdesigns.com/wp-content/uploads/2020/02/startup-planning-notes-mac-book-7357-1024x683.jpg" alt="Person taking notes and working on laptop at table" class="wp-image-2106" srcset="https://wp.brytdesigns.com/wp-content/uploads/2020/02/startup-planning-notes-mac-book-7357-1024x683.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2020/02/startup-planning-notes-mac-book-7357-300x200.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2020/02/startup-planning-notes-mac-book-7357.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p> When you find that there’s a significant update to the Google Search algorithm, you might wonder what this means for your site’s <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://wp.brytdesigns.com/7-ways-seo-can-help-business-grow/" target="_blank">search engine optimization</a>. Google says that you can’t really optimize for BERT specifically since it’s only used to understand conversational nuances better. BERT only affects searches, which is why you can’t use this tool to improve search engine optimization for your website. However, the inclusion of BERT in the Google Search algorithm may be able to help users get to your website easier when they type a query into the search engine. </p>



<p> In the meantime, it’s highly recommended that you keep writing user-focused content as before. If you provide your site visitors with content that they want, they will be more likely to stay on your website. Optimizing this content will also make your website more visible. While the search engine optimization that you perform is important if you want to improve your ranking on search engines like Google, it’s also essential that the content on your website is well written and relevant to the interests of your target audience. Great SEO doesn’t matter if visitors leave your website shortly after entering. </p>



<h3 class="wp-block-heading"><span id="The_BERT_Update_is_a_great_reminder_to_perform_an_SEO_Audit">The BERT Update is a great reminder to perform an SEO Audit!</span></h3>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="683" src="https://wp.brytdesigns.com/wp-content/uploads/2020/02/womanbitingpencil-1024x683.jpg" alt="Woman apprehensively biting pencil at desk with laptop" class="wp-image-2108" srcset="https://wp.brytdesigns.com/wp-content/uploads/2020/02/womanbitingpencil-1024x683.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2020/02/womanbitingpencil-300x200.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2020/02/womanbitingpencil.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p> There are many things that you can do to <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://wp.brytdesigns.com/effectively-utilize-website-marketing-tool/" target="_blank">improve the quality of your website</a> without spending all of your budget. For one, you should definitely consider using ample amounts of imagery. The modern user is more likely to become engaged with a website if they are provided with <strong>beautiful imagery and appealing color schemes</strong>. Since you only have <a href="https://www.marketingdive.com/news/google-53-of-mobile-users-abandon-sites-that-take-over-3-seconds-to-load/426070/" target="_blank" rel="noreferrer noopener" aria-label="three seconds (opens in a new tab)">three seconds</a> to make a good first impression when a visitor enters your website, likely the best way to do so is by creating a design that focuses on imagery. </p>



<p> If you want to provide visitors with value, you might want to consider adding videos and other interactive content to your web pages. This content can also help you keep visitors engaged and interested in your website long enough for them to make a purchase or sign up for your newsletter. A few additional ways that you can add value to the pages on your website include providing exclusive offers, implementing contact information on most pages, and by integrating social media buttons that will allow for effortless sharing.</p>



<p> Once the content on your website has been improved, you can start to focus on additional search engine optimization that will improve your rankings. Now that Google BERT has been included within the Google Search algorithm, users will be able to reach their intended destination even when they enter a conversational search query, which means that you need to be ready for them. If your website doesn’t rank highly enough in the search results, these users will select other websites instead. To avoid this issue, there are many steps that you can take if you want to <a href="https://ahrefs.com/blog/seo-basics/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">bolster the efficacy of your SEO techniques</a>.</p>



<h3 class="wp-block-heading"><span id="Quick_Tips_to_Improve_SEO_after_the_BERT_Update">Quick Tips to Improve SEO after the BERT Update</span></h3>



<figure class="wp-block-image"><img decoding="async" loading="lazy" width="1024" height="576" src="https://wp.brytdesigns.com/wp-content/uploads/2020/02/people-discuss-about-graphs-and-rates-3184292-1024x576.jpg" alt="group discussing data graphics on table" class="wp-image-2107" srcset="https://wp.brytdesigns.com/wp-content/uploads/2020/02/people-discuss-about-graphs-and-rates-3184292-1024x576.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2020/02/people-discuss-about-graphs-and-rates-3184292-300x169.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2020/02/people-discuss-about-graphs-and-rates-3184292.jpg 2048w" sizes="(max-width: 1024px) 100vw, 1024px"></figure>



<p> A way you can improve your SEO is by learning more about what your customers actually search for. Once you’ve identified some of the <strong>keywords and phrases</strong> that a user might enter in order to reach a website like yours, these words should be integrated into the content on your website. Likely the easiest way to continually optimize your website for search engines is by creating a blog for your website, which will allow you to add regular articles to the blog that include the words and phrases that are relevant to users and will help your site rank higher with search engines. </p>



<p> When you’re trying to make sure that your website is well optimized, it’s important that it performs well and is <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://wp.brytdesigns.com/11-performance-enhancing-plugins-to-improve-wordpress-site-speed/" target="_blank">quick to load</a>. The modern user wants to access a website <strong>quickly without any slowdown</strong>, which means that they will leave your website if it takes longer than a few seconds to load. Websites that are properly optimized will be much quicker to load than others. When you want to <strong>improve site speed</strong>, you should try to minify CSS, HTML, and JavaScript code while also enabling compression and optimization of images. If your website has great content, is well optimized, and loads quickly, you should be able to increase site traffic and <em>significantly</em> bolster your customer conversion rates.  </p>


magnifying glass hovering over google logo

Google BERT: The Largest Google Algo Update in 5 Years

What Kind of Hits Does Google Analytics Track?

How to Make Money with Your WordPress Website in 48 Hours

How to Effectively Utilize Your Website as a Marketing Tool

<p>Google analytics is an incredibly powerful data analytics platform that can give you invaluable information about your customers when utilized properly. From website traffic metrics, to user behavior and page flow — <strong>Google Analytics can track customer through your sales funnel and show you how to properly capture value on your website through usability testing and customer insight.</strong></p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Highlights</b>                    <span class="lwptoc_toggle">
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<div class="lwptoc_items lwptoc_items-visible" style="font-size:125%;">
    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Setting_up_Google_Analytics">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">Setting up Google Analytics</span>
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#Create_a_Google_Analytics_account">
                    <span class="lwptoc_item_number">1.1</span>
                <span class="lwptoc_item_label">Create a Google Analytics account</span>
    </a>
    </div><div class="lwptoc_item">    <a href="#Get_your_Google_Analytics_tracking_code">
                    <span class="lwptoc_item_number">1.2</span>
                <span class="lwptoc_item_label">Get your Google Analytics tracking code</span>
    </a>
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                    <span class="lwptoc_item_number">1.3</span>
                <span class="lwptoc_item_label">Adding the Google Analytics tracking code to your website</span>
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                    <span class="lwptoc_item_number">1.4</span>
                <span class="lwptoc_item_label">Ensuring successful Google Analytics setup</span>
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                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">Setting up Conversions in Google Analytics</span>
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                    <span class="lwptoc_item_number">2.1</span>
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                    <span class="lwptoc_item_number">2.2</span>
                <span class="lwptoc_item_label">Adding tracking code to the conversion target</span>
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                <span class="lwptoc_item_label">Viewing Conversions in Google Analytics</span>
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                <span class="lwptoc_item_label">Conclusion</span>
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<h2><span id="Setting_up_Google_Analytics">Setting up Google Analytics</span></h2>
<p>Setting up Google Analytics is a rather straightforward process. <a href="https://wp.brytdesigns.com/5-best-google-analytics-plugins-wordpress-2018/">Many WordPress themes and plugins will facilitate the process of setting up your Google Analytics</a> but we’re going to show you how to manually set this up for any web platform.</p>
<h3><span id="Create_a_Google_Analytics_account">Create a Google Analytics account</span></h3>
<p>First, you’ll need to <a href="https://analytics.google.com" target="_blank" rel="noopener">create a Google Analytics account</a> and add a property (aka website). Once you’ve created a Google Analytics account, you’ll want to visit the admin page to add your first property to start tracking website data. Click “Create Property” and follow the on screen prompt to complete setup — including your Website Name to identify this property among other future Google Analytics properties and Website URL (the web address of your website). Once you’ve entered the website information and clicked “Get Tracking ID” — you’ll then want to get your Google Analytics tracking code.</p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-1247 size-large" src="https://wp.brytdesigns.com/wp-content/uploads/2019/04/create-property-google-analytics-1024x647.jpg" alt="Google Analytics Admin Dashboard" width="640" height="404" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/04/create-property-google-analytics-1024x647.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/create-property-google-analytics-300x189.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/create-property-google-analytics.jpg 1197w" sizes="(max-width: 640px) 100vw, 640px"></p>
<h3><span id="Get_your_Google_Analytics_tracking_code">Get your Google Analytics tracking code</span></h3>
<p>Once you’ve created the property, click “Tracking Code” under property settings “Tracking Info” (or if you just created the property, you’ll be taken there automatically). Here you’ll look for “Global Site Tag (gtag.js)”. If you’re not familiar with javascript, don’t worry, you don’t need to understand the code — simply highlight and copy this entire code block. Next, we’re going to add this code to your website.</p>
<p><em>The code block will look something like this:</em></p>
<pre>&lt;!-- Global site tag (gtag.js) - Google Analytics --&gt;
&lt;script async src="https://www.googletagmanager.com/gtag/js?id=[YOUR ID HERE]"&gt;&lt;/script&gt;
&lt;script&gt;
 window.dataLayer = window.dataLayer || [];
 function gtag(){dataLayer.push(arguments);}
 gtag('js', new Date());

gtag('config', '[YOUR ID HERE]');
&lt;/script&gt;</pre>
<h3><span id="Adding_the_Google_Analytics_tracking_code_to_your_website">Adding the Google Analytics tracking code to your website</span></h3>
<p>While this will vary depending on your website platform, it’s still rather straightforward. You’ll want to navigate to your website code via FTP or backend management system and find the website file that contains the header information of your website (in WordPress this is header.php). You simply want to paste the Google Analytics code block that you copied earlier above/before this closing head tag (the closing head tag will be &lt;/head&gt;). Typically you want to include javascript files in the footer to avoid render blocking javascript and improve page performance but in this case, Google Analytics code needs to be in the head to load prior to page elements for improved data measurement.</p>
<h3><span id="Ensuring_successful_Google_Analytics_setup">Ensuring successful Google Analytics setup</span></h3>
<p>While it takes a moment to fully start tracking website data, you can verify that your tracking code is working by visiting the Reports &gt; Real Time &gt; Overview of your Google Analytics dashboard. If you or your users are currently viewing your website, you should see user data populate the Real Time view on Google Analytics.</p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-1248 size-large" src="https://wp.brytdesigns.com/wp-content/uploads/2019/04/real-time-view-1024x316.jpg" alt="Real Time View on Google Analytics" width="640" height="198" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/04/real-time-view-1024x316.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/real-time-view-300x93.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/real-time-view.jpg 1175w" sizes="(max-width: 640px) 100vw, 640px"></p>
<h2><span id="Setting_up_Conversions_in_Google_Analytics">Setting up Conversions in Google Analytics</span></h2>
<p>Now that you have website data populating your Google Analytics dashboard, you’ll want to make use of this new data by setting up goals and conversions. <strong>A conversion is the process of converting a website visitor into a lead or customer.</strong> By assessing where your customers are at in the sales funnel and where there may be falloff, you can adjust your web strategy and increase conversions — generating more revenue for your business!</p>
<h3><span id="Creating_Goals_in_Google_Analytics">Creating Goals in Google Analytics</span></h3>
<p>First, visit the admin page of your Google Analytics. Next, click <strong>Goals</strong> in the right “View” column of this page. This Goals page is where we’re going to tell Google Analytics what a conversion means on our website. A conversion can be a purchase, a form submission generating a lead for your business, or a simple button click. These actions are called Events and we want to tell Google Analytics which events are worth tracking and which events generate conversions for the business.</p>
<p>On this page, click “New Goal”. First, you’ll be on the Goal Setup page — from here you can use a predefined template created by Google Analytics or you can create a custom Goal, we’re going to create a <strong>custom goal</strong> by clicking “Custom”. Next, we’ll need to attribute a <strong>Goal description</strong> to this new Goal. You’ll want to use a name that appropriately identifies what value this action provides to the business. For example, in this example, we’ll be creating a Goal which tells us when a user has submitted a contact form which generates a lead for our business. We’ll call this goal “Contact Form Lead” and we’ll set the Type to “Event”.</p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-1249 size-full" src="https://wp.brytdesigns.com/wp-content/uploads/2019/04/google-analytics-goal-setup.jpg" alt="Google Analytics Goal Setup" width="695" height="607" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/04/google-analytics-goal-setup.jpg 695w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/google-analytics-goal-setup-300x262.jpg 300w" sizes="(max-width: 695px) 100vw, 695px"></p>
<p>Next, in the Goal details page, we’ll need to add a <strong>Category</strong>, <strong>Action</strong>, <strong>Label</strong>, and <strong>Value</strong> to the Goal. A Category helps identify the Goal if it were to be categorized among other future website goals, the Action is the user action that takes place (for example, a user clicking the submit button on our contact form), a label helps your website recognize the action, and the value is the business defined value you’d like to attribute to this action (this value is completely up to you, you can leave this blank — or if you have an idea of what a lead is worth to your business, you can assign a dollar amount to this action here). Once you’ve filled out the necessary fields, <strong>click Save to complete the Goal setup</strong>. Next, we need to include tracking code on the button we want to connect to the Goal.</p>
<h3><span id="Adding_tracking_code_to_the_conversion_target">Adding tracking code to the conversion target</span></h3>
<p><em>This is the part Google does not show you how to do — which can be incredibly frustrating for any website owner!</em></p>
<p>Depending on which website platform you’re using, you’ll need to access the code of your website once more. What we want to do here is find the HTML element we want to add our tracking code to (in this example we’re looking for the code of the submit button on our contact form). Once you’ve found the element, we’re going to add an onClick event to tell Google Analytics when a user action is taking place.</p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-1250 size-full" src="https://wp.brytdesigns.com/wp-content/uploads/2019/04/submit-button-html.jpg" alt="Submit button HTML" width="715" height="319" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/04/submit-button-html.jpg 715w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/submit-button-html-300x134.jpg 300w" sizes="(max-width: 715px) 100vw, 715px"></p>
<p>The onClick code that we’re going to add uses the Goal data that we set up in Google Analytics and is structured as follows:</p>
<pre><span class="webkit-html-attribute-name">onclick</span>="<span class="webkit-html-attribute-value">ga('send', 'event', 'Category', 'Action', 'Label');</span>"</pre>
<p>In our example, we’ll be adding this code to the contact form button and the result will look like the following:</p>
<pre>&lt;input type="submit" value="Send Message" class="wpcf7-form-control wpcf7-submit" onClick="<span class="webkit-html-attribute-value">ga('send', 'event', 'Form Submission', 'Click', 'Contact Form Submission');</span>"&gt;</pre>
<p>Once you’ve added the onClick event to your button or action element, you’re all set! Moving forward, whenever someone takes the action you defined in your Google Analytics Goal, your Google Analytics data will display a new conversion! Next, we’ll show you where to see this conversion data in your Google Analytics dashboard.</p>
<h2><span id="Viewing_Conversions_in_Google_Analytics">Viewing Conversions in Google Analytics</span></h2>
<p>While the data can be structured and viewed in incredibly complex ways to give you powerful insight about user behavior and user action, we’re going to show you the basics.</p>
<p>First, navigate to your Google Analytics admin page and click Goals once more. Here you’ll be able to view current Goals and their individual structured data metrics including Goal, ID, Goal Type, and Past 7 day conversions (“Recording” shows whether or not the goal is currently active and tracking).</p>
<p>For further conversion data, you can navigate to the Google Analytics dashboard and click Behavior &gt; Events &gt; Overview to get a simplified overview of your current Events and Conversion metrics.</p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-1251 size-large" src="https://wp.brytdesigns.com/wp-content/uploads/2019/04/behavior-event-overview-google-analytics-1024x453.jpg" alt="Google Analytics Behavior Events Dashboard" width="640" height="283" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/04/behavior-event-overview-google-analytics-1024x453.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/behavior-event-overview-google-analytics-300x133.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/behavior-event-overview-google-analytics.jpg 1176w" sizes="(max-width: 640px) 100vw, 640px"></p>
<p>Lastly, you can view even more data from your Conversions &gt; Goals &gt; Overview dashboard, see below an example of some of the data you can extract from this view.</p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-1252 size-large" src="https://wp.brytdesigns.com/wp-content/uploads/2019/04/conversions-page-google-analytics-1024x356.jpg" alt="Conversions overview Google Analytics" width="640" height="223" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/04/conversions-page-google-analytics-1024x356.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/conversions-page-google-analytics-300x104.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2019/04/conversions-page-google-analytics.jpg 1182w" sizes="(max-width: 640px) 100vw, 640px"></p>
<h2><span id="Conclusion">Conclusion</span></h2>
<p>If you’re a marketer, code can be intimidating — if you’re a developer, knowing what’s valuable to the business may be difficult to determine. Although we’ve tried to simplify the process and data down to make sense for all parties involved — hopefully the above information puts you in the right position to dive deeper into customer data and extract valuable information to make your business a success online! If you need help getting started, or would like to talk to us about setting up a similar data analysis and conversion profile for your website, <a href="https://wp.brytdesigns.com/#contact">contact us today</a> or shoot us an email directly at <a href="mailto:info@brytdesigns.com">info@brytdesigns.com</a>!</p>


How to set up Conversions in Google Analytics

<p><strong>Search engine marketing (SEM) is a form of online marketing that is a combination of paid search marketing and <a href="https://wp.brytdesigns.com/search-engine-optimization/">search engine optimization</a> (SEO), marketing directly to search engine users</strong>. Paid search marketing involves buying traffic with paid search listings and ad campaigns, while SEO involves optimizing your website and content strategy to earn the trust of search engines which will in turn rank your page higher on the search engine results pages (SERPs).</p><div class="lwptoc lwptoc-autoWidth lwptoc-light lwptoc-notInherit" data-smooth-scroll="1" data-smooth-scroll-offset="24"><div class="lwptoc_i">    <div class="lwptoc_header" style="font-size:175%;">
        <b class="lwptoc_title">Highlights</b>                    <span class="lwptoc_toggle">
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    <div class="lwptoc_itemWrap"><div class="lwptoc_item">    <a href="#SEM_Pay_Per_Click_PPC_Advertising">
                    <span class="lwptoc_item_number">1</span>
                <span class="lwptoc_item_label">SEM &amp; Pay Per Click (PPC) Advertising</span>
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                    <span class="lwptoc_item_number">2</span>
                <span class="lwptoc_item_label">Search Engine Marketing &amp; SEO</span>
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                    <span class="lwptoc_item_number">3</span>
                <span class="lwptoc_item_label">How Does This Help Your Business and Why Do You Need a SEM strategy?</span>
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<p>The goal of search engine marketing as a whole is to <strong>increase your search engine visibility to users and prospective customers</strong>. An increase in visibility should garner more visits to your website and a <a href="https://wp.brytdesigns.com/5-reasons-optimize-landing-page-running-marketing-campaign/">boost in conversion rates if your website is designed for an optimal user experience</a>. Today, search is among the primary forms of lead generation, which means that businesses need to maintain a competitive presence in search results if they want to find success in any industry. If you fail to perform in search marketing, it’s likely that your online business will begin to falter and fall behind the competition.</p>
<p><a href="http://www.internetlivestats.com/google-search-statistics/" target="_blank" rel="noopener">Google currently processes more than 40,000 search queries every single second</a>, which means that there are over 3.5 billion searches every day and 1.2 trillion searches each year across the world. Your business simply can’t afford to ignore the fact that search marketing is an incredibly valuable (and profitable) form of marketing in the digital era. While SEM is mainly comprised of paid search advertising, it’s oftentimes complemented by SEO efforts in order to maintain a complete SEM strategy. When you utilize both paid search marketing and SEO, you greatly increase your chances of success over your search competitors.</p>
<p><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-1215" src="https://wp.brytdesigns.com/wp-content/uploads/2019/03/serp-1.jpg" alt="Google Ads vs Organic Search Results shown in a graphic" width="935" height="1309" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/03/serp-1.jpg 935w, https://wp.brytdesigns.com/wp-content/uploads/2019/03/serp-1-214x300.jpg 214w, https://wp.brytdesigns.com/wp-content/uploads/2019/03/serp-1-731x1024.jpg 731w" sizes="(max-width: 935px) 100vw, 935px"></p>
<h2><span id="SEM_Pay_Per_Click_PPC_Advertising">SEM &amp; Pay Per Click (PPC) Advertising</span></h2>
<p>Among the most common and effective forms of search engine marketing is pay per click advertising. This form of marketing has grown in popularity with each passing year and has become the primary form of online advertising for many businesses. There are an array of benefits associated with pay-per-click marketing, the primary of which is the fact that you only pay when your ad is clicked, which often means that only interested parties will be clicking on your ad and your marketing budget will be well spent.</p>
<p>A primary benefit of PPC is that your results are instant — from the second you begin your campaign. However, <a href="https://wp.brytdesigns.com/5-reasons-optimize-landing-page-running-marketing-campaign/">it’s essential that you optimize your conversion and lead capture strategy if you want to effectively generate value out of your advertising campaigns</a>. If your website is poorly designed or the ad copy that you use in your campaign isn’t well thought out, the benefits of PPC marketing may be mitigated as your funds will be depleted on poorly performing campaigns.</p>
<p>Two of the most popular platforms for paid advertising are those of <a href="https://ads.google.com/home/" target="_blank" rel="noopener">Google Adwords</a> and <a href="https://www.facebook.com/business/ads" target="_blank" rel="noopener">Facebook Business Ads</a>, both of which provide you with the tools necessary to <strong>create and manage a paid advertising marketing campaign</strong>. There are also a variety of additional social and search platforms that offer their own version of paid advertising. Since each of these platforms offers its own distinct benefits, you should take the time to research your options before making a decision on which platform will be most fruitful for your business.</p>
<p><figure id="attachment_880" aria-describedby="caption-attachment-880" style="width: 305px" class="wp-caption aligncenter"><img decoding="async" loading="lazy" class="wp-image-880 size-full" src="https://wp.brytdesigns.com/wp-content/uploads/2018/05/adwords-logo.png" alt="" width="305" height="100" srcset="https://wp.brytdesigns.com/wp-content/uploads/2018/05/adwords-logo.png 305w, https://wp.brytdesigns.com/wp-content/uploads/2018/05/adwords-logo-300x98.png 300w" sizes="(max-width: 305px) 100vw, 305px"><figcaption id="caption-attachment-880" class="wp-caption-text">Google Adwords is one of those most popular PPC advertising tools on the web</figcaption></figure></p>
<p>When it comes to PPC advertising, you will be required to bid for the keywords you wish your advertisement to be displayed for. It’s important to understand that the <strong>bid price varies based on how competitive the keyword is</strong>. For instance, “Homes for Sale” is going to be a highly competitive keyword that will have an equally high bid price if you are aiming to bid for it — on the flip side, <a href="https://wp.brytdesigns.com/long-tail-keywords-better-short-tail-seo/">a long-tail keyword</a> such as “Palisades Los Angeles Homes for Sale” will typically be a much less competitive keyword as you are targeting a smaller customer segment, therefore you will be paying a lower bid price while also targeting users with more buyer-intent. The good news is that funds are only deducted from your marketing budget whenever a user clicks on your ad, which ensures that you only spend a sizable portion of your marketing budget if the ad is successful.</p>
<p>As these platforms are evolving, it also becomes increasingly difficult for users to manipulate the platform and waste your budget on unwanted clicks. For instance, Google records unique visitors that click on your ad and will only deduct fees when the clicks are validated or your conversion goals are met, which helps to minimize the potential risk of losing your marketing budget on ineffective PPC ads. These platforms also offer <a href="https://blog.hubspot.com/marketing/digital-marketing-analytics" target="_blank" rel="noopener">in-depth and comprehensive analytics</a>, which will provide you with the information that you need to optimize your search marketing campaign and ensure that your dollars are well spent. Understanding customer behavior in relation to the ads that you’ve put out in your latest marketing campaign will help you create more effective ads and remove any aspects of your marketing campaign that aren’t working for your business.</p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-697 size-large" src="https://wp.brytdesigns.com/wp-content/uploads/2017/09/seo-tiles-1024x680.jpg" alt="SEO board game tiles" width="640" height="425" srcset="https://wp.brytdesigns.com/wp-content/uploads/2017/09/seo-tiles-1024x680.jpg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2017/09/seo-tiles-300x199.jpg 300w, https://wp.brytdesigns.com/wp-content/uploads/2017/09/seo-tiles.jpg 1129w" sizes="(max-width: 640px) 100vw, 640px"></p>
<h2><span id="Search_Engine_Marketing_SEO">Search Engine Marketing &amp; SEO</span></h2>
<p>While PPC can and will likely be highly beneficial at bolstering your customer conversion rates and increasing brand visibility, PPC is oftentimes <a href="https://wp.brytdesigns.com/7-ways-seo-can-help-business-grow/">complemented by an effective SEO strategy</a>. Even if your PPC ads have been very successful, there’s no reason that you should be fully satisfied if you have yet to explore <strong>search engine optimization</strong>. By using SEO, you’ll further increase your chances of bringing in new visitors to your site through evergreen content, providing results for years to come.</p>
<p>It’s also important to understand that the effectiveness of PPC ads is typically short lived in nature. Once the funds of your current PPC campaign run out, traffic will immediately stop as the campaign ends — SEO results maintain their effectiveness as long as your content stays relevant for users and search engines continue to rank your content, regardless of a marketing budget.</p>
<p><img decoding="async" loading="lazy" class="aligncenter size-full wp-image-968" src="https://wp.brytdesigns.com/wp-content/uploads/2018/07/seo-dashboard.png" alt="Google Analytics Dashboard" width="935" height="619" srcset="https://wp.brytdesigns.com/wp-content/uploads/2018/07/seo-dashboard.png 935w, https://wp.brytdesigns.com/wp-content/uploads/2018/07/seo-dashboard-300x199.png 300w" sizes="(max-width: 935px) 100vw, 935px"></p>
<p>SEO is a valuable tool when taking long-term benefits into account since the goal of this tool is to generate organic traffic over a long period of time through search engines like Google and Bing. The website optimization that you perform now can benefit your business for days, weeks, and months to come, which is something that isn’t seen with a standard PPC campaign. While you will certainly need to <strong>update your SEO efforts on a consistent basis</strong>, these updates usually pale in comparison to the initial work that’s required to implement SEO. Complete search engine optimization is an <a href="https://wp.brytdesigns.com/7-seo-changes-results/">extensive process that involves optimizing the content and code of your website while also optimizing your content strategy</a> in order to increase search engine visibility and outrank your competitors.</p>
<p>To understand how valuable SEO can be for your business, you will need to first know more about <a href="https://wp.brytdesigns.com/what-is-seo-and-how-does-it-work/">how SEO works</a>. When a user types in a certain keyword or phrase into a search engine, they will immediately be taken to pages of results. While there are times when these users may scroll down and look at some of the lower sites on the page, <strong>the vast majority of users will only care to look at the first three results that show up after they enter their query</strong>.</p>
<p>The key towards being successful with search engine optimization is to <a href="https://wp.brytdesigns.com/conduct-keyword-research-5-tips/">identify popular keywords and phrases</a> pertaining to your business or service and then optimize your website with these keywords and phrases in mind. If you move towards the top of search engine results for a popular keyword, it’s likely that you’ll bring in a substantial amount of new visitors to your website who may become customers.</p>
<p>You should also know that <strong>content is king</strong> when it comes to the page ranking that you receive by Google. The Google ranking for a page on your website will improve based on a variety of factors.</p>
<p>If you want to rank on search engines, your website content and user experience will need to be fantastic in quality and <strong>provide value to your users</strong>. If the site content is relevant to the needs and interests of the customers, Google will invariably rank your page higher. It’s not enough for the content on your website to be well written or properly formatted — it’s also essential that this content is exactly what your target audience is looking for when they enter your website from a search engine.</p>
<p>Keep in mind that Google has a complex algorithm that’s always changing. While the initial aspects of your search engine optimization are the most important towards getting your foot in the door when it comes to this approach, you must also make sure that you <strong>maintain a consistent SEO effort in order to stay competitive</strong> with websites and companies that are similar to yours. <strong>Being at the top of search results today doesn’t mean that you will be tomorrow.</strong></p>
<p><img decoding="async" loading="lazy" class="aligncenter wp-image-1139 size-large" src="https://wp.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-1024x561.jpeg" alt="SEO can help your business grow" width="640" height="351" srcset="https://wp.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-1024x561.jpeg 1024w, https://wp.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow-300x164.jpeg 300w, https://wp.brytdesigns.com/wp-content/uploads/2019/01/seo-help-business-grow.jpeg 2048w" sizes="(max-width: 640px) 100vw, 640px"></p>
<h2><span id="How_Does_This_Help_Your_Business_and_Why_Do_You_Need_a_SEM_strategy">How Does This Help Your Business and Why Do You Need a SEM strategy?</span></h2>
<p>If you want more information about how this can help your business and why you need such a strategy, the market as a whole can provide you with these answers. As shoppers preferring online shopping to the more traditional brick and mortar stores, more consumers are looking to search engines for all of their needs. The increase in popularity of online shopping when compared to brick and mortar shopping is a trend that doesn’t appear to be slowing down any time soon. When taking a look at the younger generations, <strong>nearly <a href="https://www.thebalancesmb.com/compare-brick-and-mortar-stores-vs-online-retail-sites-4571050" target="_blank" rel="noopener">67 percent of all millennials</a> have a preference for shopping online.</strong></p>
<p>If you’re not maintaining a strong and effective SEM effort for your website, you may be falling behind your competitors and losing business that may never return, which is particularly true if you’re operating in a crowded industry.</p>
<p>If you’ve primarily managed a brick and mortar shop in the past, you likely understand how it’s important to optimize the layout and sales strategy of this store. A general layout for the holidays won’t be as effective once the holidays are over. When it comes to your online store, it’s important to understand that the needs of your core audience will invariably change over time, which is something that your marketing will need to take into account.</p>
<p><em>You will need to optimize the layout of your website, the delivery of your content, and your lead capture efforts if you want to effectively convert visitors into loyal customers. Even the most successful companies make regular updates to the look and feel of their website. What is new and exciting can quickly become old and stale. Being able to adapt quickly can pay dividends in the long run!</em></p>
<p>If you’re looking to begin your SEM efforts or if you simply have questions about the process, feel free to <a href="https://wp.brytdesigns.com/#contact">contact us</a>!</p>


Tag:"Sem"

Tag:
"Sem"