Digital Marketing for Small Business: Press Releases Benefits

 

The Internet has grown from a small network of academics needing a way to trade research into a world-spanning, ubiquitous marketplace and repository for nearly every possible kind of information and knowledge. Consequently, how does a small business avoid being washed away in the constant tide of buying, selling, and having an excellent online reputation?

The Internet provides advantages for both customers and proprietors. One can search for precisely what is desired, without the bother of endless phone calls, driving to malls, or poring over mail-order catalogs. The only way to get noticed on the Internet is to have a listing or presence, whether a dedicated website, ads on relevant sites or word-of-mouth. However, an innovative tool for cost-effective marketing for small businesses is called “Press Releases.”

Different Press Releases Services

 

Many press release services are available on the Internet; you can choose whether you like it to be free or paid. Of course, there were lots of differences between those two services. On free press release services, the features are limited. Like on some press release distribution sites, you cannot insert HTML tags, and you cannot upload your images. On the other hand, paid press release services can have your release featured on their site. In short, your report can be more visible. But keep in mind that money alone will not guarantee that your targeted visitors read your press release. It would help if you also had an appealing announcement to attract visitors and readers.

The Importance Of S.E.O

 

Creating a press release for your site is not enough; you have to take another step: publishing your release and getting it read by your targeted readers. Issuing a press release can help your search engine optimization work. By having your link on your release pointing to your site, you can acquire more backlinks and boost your website promotion.

Acquiring backlinks is very important in search engine optimization. The more backlinks you have, the greater the possibility of having a higher page rank in Google. The higher your page rank, the greater the chance of having a higher search position for your particular keyword. The higher your search engine position, the more traffic you get for your site. Remember that most researchers only click those links on the top pages. They wouldn’t waste their time searching on the 100th page. Search engines also rely on backlinks to determine how popular a website is. More websites linking to your site indicate that your site is reliable and offers something valuable to your visitors.

The primary purpose of a press release is to let your products, services, or companies be known. In short, it’s about promotion. Create an appealing and attractive press release and choose a good press release distribution site for better advertising and successful search engine optimization to compete and convert new customers.

HOW TO GET MLM LEAD GENERATION

descarga (1)Lead Generation is essential to a profitable long-term business. Therefore, any local company must learn two main things to ensure organic MLM lead generation. One is how to generate targeted leads, and two is to qualify these leads. Everything will follow if someone can master these two essential functions of proper MLM lead generation. Consequently, people will have a daily flow of targeted leads and prospects hitting their website.

MLM LEAD GENERATION

 

One of the first things to understand about MLM lead generation is that it is all about the numbers. Specifically, the number of qualified people who enter the site. The primary goal is to gain a daily flow of prospects from organic search engine results. Google, Yahoo, and MSN are the most popular search engines. This happens because these search engines have millions, if not billions, of people that enter their sites regularly looking to find information or research topics. With that sort of audience, it simply is not challenging to implement an organic MLM lead generation plan.

MLM LEAD GENERATION PLAN

 

A recent research study showed that only 2% to 4% of people who visit a website would click on a link that generates money for the website owner. As the Internet grows and more and more advertising is thrust upon the Internet community, people are less apt to buy right away. Another interesting fact is that the already-small number shrinks further to .5% for those who will buy a product on the first visit. This is why developing a long-term relationship with a client base over time with a newsletter or magazine will eventually result in a growing business and daily sales. However, most people fail because they see the Internet as a sprint and not a marathon. The Internet is about developing a reputation for quality content and pre-selling and not selling! Therefore, you will start to get results with good content and personality.

Conclusively, the ultimate goal in MLM lead generation is making sales. By making the website search engine friendly and taking the long-term approach, you will gain ground. So many people start their websites and then stop. Significantly few gain the popularity necessary to produce quality MLM lead generation process. Suppose you take a two-year approach to building the same site, adding quality content and making a name for yourself by writing articles and posting responses in high-traffic forums. In that case, you will be blown away within a few months at the traffic your site is generating.

 

The Importance of Using SEO and Article Marketing Together

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Knowing how to use SEO and article marketing together to promote and drive masses of traffic to your website is one of the more important skills you will learn on the internet. Although both of these are compelling tools in their own right, they are an extremely powerful marketing force. Probably THE most powerful combination of marketing techniques online.

Search Engine Optimization:

 

SEO, or search engine optimization, is the collective term for several methods. It can be used to attract search engines to your website and persuade them that your web content is more relevant than others, to the search term used by somebody seeking the information you can provide.

Article Marketing:

 

Article marketing, incorrectly called bum marketing by some people, is a means of expressing the benefits of what you do to others and advertising specific pages on your site. A well-written article can help other people to learn more about your subject. Still, it can also link other pages on your website that can provide further information to anybody who requires it.

 

Article submission should not be an advert but provide more information. It can also advertise your website or individual web pages indirectly through reference to it in the author’s resource box. There is a distinct difference between an advert and advertising, although it is sometimes difficult to distinguish between them. For example, you can be a good advert for your educational system without advertising it. It is a matter of semantics, and semantics is something that you should learn about if you want to be successful in getting good listings on search engines, especially on Google.

 

SEO and Article Marketing Together.

 

The application of SEO and Article Marketing together on the same web page can strongly influence the search engine listing of your page. It is a synergistic effect, and it is essential to understand both to use that effect. That is only possible by becoming familiar with each, not in theory, and not only to their results on each of your website pages but also for your articles.

 

When you write articles for publication or submission to article directories, each article should be written as you would write an individual web page for your site. The article should be able to slot perfectly into your website without seeming out of place and be listed in its own right on Google, Yahoo, and the other search engines and web page on the article directories on which it has been published.

Article Marketing and Search Engine Optimization

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It has become increasingly difficult to get to the top of the major search engines like Google and Yahoo! have changed their criteria for ranking websites. Many old techniques such as metatags and reciprocal links have lost their effectiveness. However, despite these changes, article submission remains one of the most effective ways to gain incoming links that will boost your website’s popularity among the major search engines.

While there are many other aspects to search engine optimization (SEO), article submission can be a cheap and effective way to help you get that coveted spot on the first page of the search engine results for keywords relating to your business. 

First, let’s look at how article marketing works concerning improving SEO. What happens is that every time a link to a business website is published on another website, the popularity with the search engines increases. These are known as backlinks. In every marketing article you submit to an article directory, you can include a resource box with information about your product and a backlink to your website.

So, even by submitting to article directories, you are already increasing the number of backlinks to your website. However, the real value of submitting these articles is that they can be picked up and published anywhere on the web. Every time an article is published, you get another backlink to your website. If your articles are published enough, you could see your search engine page ranking rocket. Bear in mind that your campaign’s effectiveness will depend on where the articles appear. A backlink from a website that itself has a high search engine page ranking will carry more weight than a backlink from a site with a poor ranking.

Keywords vs. quality

Carefully choosing keywords is an essential part of article marketing for several reasons. First, you want your articles to be easily found in article directories. If they remain buried under similar articles, they will never be published on other websites, and your efforts will have been wasted.

Also, you want your articles to get good results on the search engines themselves. If your articles find their way onto the front pages of the search engines, you will increase exposure to your website or product and increase your reputation as an article writer.

However, there is more to successful article marketing than keywords. There has been an ongoing difference of opinion among SEO experts as to whether the quality of articles can be sacrificed for the sake of high keyword density within the text. While it is important to put keywords in the text to help with SEO, quality content is king for article marketing. 

The main aim of article marketing is to get your articles published on as many websites as possible. Quality content is at a premium on the internet, so you will be successful if you provide good reports that people want to read. If you stuff your articles with keywords, websites will not publish them, and readers will rarely read beyond the first paragraph. So, keep keywords to about two per 100 words of text and do not let them disrupt the article’s flow and meaning. 

 Know your neighbor.

 The most successful article marketers are the ones who gain a reputation as experts in their chosen field, so try to find your niche and work to your strengths. You will likely attract readers if you write authoritatively and enthusiastically about a subject you know about.

If, for example, you have a website that sells Mac software, you could write about new releases and trends in this field. However, you could also boost your profile by becoming involved in the general online Mac community by posting on forums or creating your blog. These can provide extra opportunities for creating backlinks and driving traffic to your website, and as you become better known in your field, you will find your articles will be more used more often and more widely. 

New Web 2.0 social bookmarking websites also give article marketers new opportunities for improving SEO and increasing traffic to their website. If you come up with an article you think could be very popular on the web, you could publish it on your website and submit it to websites like Digg and Reddit. If it gains popularity on these sites, it could go viral and bring thousands of hits to your site.

Article marketing offers excellent opportunities to promote your product while improving the SEO of your website. Even if you do not have the time or the will to write articles yourself, you should look into having a freelance writer doing the job for you.

Two Game-Changing Instagram Tips for Small Businesses

 

In record time, Instagram has grown into one of the most popular social media destinations globally. Instagram had close to 1 billion users logging into its social media network every month even before being purchased by Facebook.

Instagram has cultivated a hyper-active platform in a way many other social media networks have failed to do. When it comes to marketing your small business, we’re talking about game-changing stuff here.

It is deceptively simple to get started with Instagram. That can lure people into being lazy with their Instagram marketing strategies, but that’s not somewhere you want to find yourself.

Know Exactly Who You Want to Follow Your Instagram

There is one sure way to kill your Instagram marketing efforts, and this is a step that an overwhelming majority of people getting ready to market on Instagram struggle with. In fact, ignoring this crucial first step will end up costing you.

You cannot find success on any marketing channel until you know exactly what your ideal customer wants and likes most and the kinds of content they engage with. To know that, you have to be very clear on who your perfect customer is. This is the heart and soul of an effective marketing approach and the only way you will be able to hit the ground running on Instagram.

Don’t make the mistake of creating and promoting only the Instagram content that you are most interested in. A lot of the time, you are not the best customer for their products or services.

Instead, create a customer profile that is as detailed as humanly possible. Then and only then will you be able to make the kind of Instagram and other marketing content that truly resonates with your prospective customers.

Check Your Competition on Instagram

Unless you are inventing a never-seen-before product or service, the odds are pretty good that businesses are selling exactly what you have to offer – and they already on Instagram. Find and follow them to get the lay of the land. By watching what they do, you can strategize on ways to do it better.

You have the opportunity to watch the kinds of content that they post, scope out the engagement, and use their efforts to inspire your own Instagram strategies with all the effort of A/B testing on your profile.

It’s really all about finding leverage points and not just throwing any content on Instagram. Look at your competitors and see the kind of content they are sharing, and you’ll get a feel for what your market is interested in.

When you engage with complementary (non-direct competitors) businesses on Instagram, you can offer to create and provide the kind of content they have a history of posting for them to use in exchange for a mention. This lets you piggyback off of their following and jumpstart your success.

Watching competitors and complementary businesses give you valuable insight into what is working so you can find a way to do the same. Probably even more useful is you’ll also see what is not working. The ability to avoid those pitfalls and pivot faster is a clear competitive advantage.

There is value in making sure Instagram is a small part of your marketing and advertising machine. More visual and creative industries get more engagement, more easily within the content creation part of Instagram. But that also means that other sectors are less saturated because they don’t think they can get traction. That leaves an opening for your small business to publish content that gets noticed.

How to Use Instagram to Generate More Leads

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You probably are already using several different social media sites to reach out to your target audience and generate leads. But are you utilizing your Instagram account to generate more leads?

While you may be using the platform to engage with your existing audience, it could end up being an ideal channel for your business to generate more leads.

It takes more than a hashtag and a post here and there to generate leads on Instagram. Like any other marketing, this is going to require some planning.

Generating leads through Instagram will go a lot smoother when built into your overall marketing strategy. Be sure to map out your Instagram campaigns, content, stories, and even hashtags ahead of time to get the most out of your Instagram marketing efforts.

Here are four ways to use your Instagram account to create more leads for your business.

Instagram Lead Generation Ads

People use Instagram to discover things new visions of the things they love. This includes products and services. When you use paid promoted posts, you can reach new people and inspire them to become your next customer.

Instagram lead ads aren’t built for sales conversions but are designed to help your business collect customer information like email addresses, phone numbers, birthdates, and job titles.

You use that information to learn more about customers and improve your marketing. And the best part is that it is simple! You can pay to turn any post into an ad without leaving the Instagram app.

Target and Then Retarget

A huge part of advertising on social media is user targeting. This allows you to get more out of your marketing budget by only enticing the most likely users interested in your products.

When utilizing Instagram ads, you can use Facebook lookalike audiences and pixels to target the right users who have similar attributes to your existing customers. This feature on Instagram allows you to reach potential leads effectively through Instagram’s adverts, ensuring your ads are seen by those users who might be interested in what you have to offer.

Humanize Your Business

Another effective way to use Instagram to generate more leads is by putting a human face on your business. Consumers have grown tired of pushy sales messaging and in-your-face advertising. Instead, they want real interactions and a genuine relationship with your brand. When you take the time to humanize your brand on Instagram, you can win the trust of potential customers, which will increase the likelihood that you can turn them into a lead. Instead of just posting about your products, you can use Instagram to build relationships with your target audience.

Tell Your Fans’ Stories

When you can have your fans backing you up, you can strengthen the authenticity of your business. Plus, when real people are vouching for you, you have a much better chance of building trust with a new audience. This allows you to eventually draw in the new users and turn them into potential customers.

To generate more leads, use your Instagram account to tell real stories of existing customers and how your business has made a real difference in their lives. Using fan stories is an effective advertisement that provides a more genuine and human touch.

Most small businesses don’t think of Instagram when it comes to lead generation. But with over 1 billion active monthly users on Instagram, no matter your niche, you’ll probably see some benefit from Instagram marketing.

There are plenty of ways that you can use Instagram to attract high-quality leads for your business. Implementing these three tips in your overall Instagram marketing campaign will help you gain new audiences and generate more leads.

Website and SEO Checklist for Small Business Inbound Marketing

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Inbound marketing uses online channels to distribute useful and engaging content that attracts prospects while building trust with customers in your sales funnel.

With inbound marketing, you position yourself to get found by people already learning about and shopping for the very thing you are selling. To leverage these opportunities, you need to set up your website as a content hub optimized for both search engines and the future customers who use them.

Inbound Website and Content Management

Consistently adding new content to your website is a critical component of any inbound marketing plan. The more content you publish on your website, you’ll get more pages indexed by search engines for a wider set of keywords, and you increase the opportunities for your business to be found online.

To make it simple to publish all your content, your website should be built using a content managing system (CMS) that allows you to easily add new content such as landing pages, static web pages, and blog posts. With that in place, you’ll want to do three things before you get started:

1. Review your website.

  • Do you know how to add web pages and blog posts?
  • Do you have a system in place for collecting email subscribers?

2. Look at your top three competitors’ websites.

  • Are there any pages you should add?
  • Are there blog topics that you should cover?
  • Are there offers, lead magnets, or content types customers like?

3. Look at the list below to identify what you can add to build more pages on your website.

  • Resources
  • Locations/Areas Served
  • About Page
  • Management Team/Employee Spotlight
  • Jobs/Careers
  • Customer Reviews/Testimonials
  • Partners
  • Services/Products

Improving your website structure and publishing content people can use to help make their buying decisions creates a strong foundation to support not just your inbound marketing campaigns but also SEO and paid marketing.

Content Upgrades and Inbound Leads

While adding new web pages to your site and consistently blogging attracts more traffic to your site, inbound marketing looks at doing more with content to convert visitors into leads. You’ll want to create some upgraded content that meets the needs of consumers who want quick, useful, and engaging answers to their problems. Examples of upgraded content are lead magnets, how-to videos, checklists, reports, and ebooks.

You may already have enough content and know-how at your disposal to create upgraded content on your website or in the form of a video-happy employee who can record short videos. Whether you create it yourself or outsource content creation, upgraded content and lead magnets are great ways to convert the traffic you’ve earned into leads. You boldly offer visitors something of value (your upgraded content) in exchange for their contact information on your web pages, in blog posts, and on landing pages.

Search Engine Optimization Checklist for Inbound Marketing

As a refresher for your inbound marketing learning, remember there are two main parts to search engine optimization: On-page SEO that happens on your website and Off-page SEO where you get other websites to trust and link to your website (backlinks).

Here’s a simplified SEO checklist to get your website ranking higher in search engine results:

On-Page SEO

  1. Keywords are used in the page title, headings, anchor text, alt text, and body copy on all pages and blog posts.
  2. Titles are unique on every page and 70 characters or less.
  3. Your meta-description tag should be 150 characters or less and contain descriptive text with keyword phrases embedded. (Not the first 150 words of your content)
  4. Use keywords in the link text, especially to link to pages on your own website.

Off-Page SEO

  1. Make sure Google is indexing all of your web pages.
  2. List your website in free online directories such as Yelp, Yellow Pages, “best of” listings, and industry-specific online websites and directories.
  3. Organizational links like .org and .edu are considered to have greater value, so get listed on a chamber of commerce and other .org and .edu websites where you can.
  4. Partner link by exchanging links on your website with complementary (not competitive) business partners by creating resources people want to share.
  5. Create and optimize your social media accounts and review site business listings to point back to your website to create links from high authority websites.

Inbound marketing starts with providing valuable content and resources online. Whether your website traffic is a visitor, lead, or existing customer, you can become and remain a trusted resource and service provider.

Small Business Inbound Marketing -Intro for Beginners

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Why should your small business care about inbound marketing?

A good question and the simple answer is: Inbound marketing can be a more cost-efficient and highly effective marketing strategy for businesses who want to increase leads, acquire new customers, and retain paying customers.

But first, let’s start with marketing concepts you’re probably more familiar with and talk about traditional marketing.

TV ads, mailers, cold calls, internet banners, and pop-up ads are all old-school marketing strategies we’ve experienced. They vary wildly in cost and effectiveness, but the one thing they all have in common is they take an aggressive, “stop whatever you’re doing to focus on me and take action now” approach with the customer.

For traditional marketing like a billboard or print ad, interruption and disruption must happen to get results. That is unless you lucked into catching a customer at the same time they were thinking about buying what you are selling.

In addition, advances in the personalization and the selection of preferences on the devices that we as consumers are connected to 24/7 have made traditional marketing more expensive and less effective. Now smartphones block cold calls, DVRs let you skip commercials, and ad blockers hide your online ads.

While traditional marketing is pushing promotions in customers’ faces whenever the marketer wants (at cost to your business), inbound marketing flips the script by creating valuable and attention-holding content that hits the customer when they are interested in it and actively looking for it.

Shifting to Inbound Marketing

Inbound marketing shifts the way you market your small business. Looking at traditional marketing, you rely on interrupting and grabbing the attention of a broad and mostly unqualified audience. Why waste marketing resources when inbound marketing empowers potential customers to take action on offers they are interested in right now?

Instead of paying for television ad production and time, you could create useful videos for YouTube, your website, or social media that potential customers are searching for and want to see.

Instead of cold calling or cold emailing, you can create simple lead magnets or freebies people actually crave to build an email list of leads clearly interested in the type of products or services you provide.

Instead of buying print ads or sending out mailers, you create and continuously add relevant content to your web pages and blog because people use search engines at the start of their buyer’s journey. They don’t look through junk mail or the Sunday paper.

Is Inbound Marketing Right for Your Business?

If you are spending time, money, and other resources on marketing your business already, then inbound marketing can help you reach the following business goals:

  • Building awareness in a crowded market
  • Attracting more traffic to your website
  • Converting more site visitors into leads
  • Converting more leads into sales
  • Growing email subscriber lists
  • Retaining and delighting existing customers
  • Upselling and cross-selling existing customers

Inbound marketing is a clear path to growing your business using online channels and digital marketing in an organized manner. It is also far easier to track and measure than traditional marketing.

And unlike some other marketing and promotion expenses, investment in inbound marketing produces compounding results over time. You will create marketing assets like blog posts, landing pages, backlinks, and social media followers that earn traffic, capture leads, and win customers every day going forward.

Can I Handle Inbound Marketing on My Own?

Inbound marketing is something you can start in your business right now with a simple inbound marketing campaign that uses your website, email list, and social media. But the best results will require skills that you or your business may not possess or have time to implement. Skills can be learned, and you could look at hiring a coach or consultant to guide you, if you want to go it alone.

Take a look at what you can accomplish on your own because your inbound marketing may be more effective and consume less resources by outsourcing specific tasks depending on your marketing goals. By retaining digital marketing services to handle your inbound marketing, you can leverage their skills and software to generate more qualified traffic to your website that drives sales.

Growing Your Business With Google Ads

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Growing local and small businesses is tough when competing in a crowded market of similar and larger businesses. Your search engine optimization is working to increase your visibility online. Still, even with the best SEO strategy in place, the first page of Google search results is a highly competitive landscape.

When SEO isn’t getting your business to the top of search engine results pages (SERPs), Google Ads and other paid search channels such as Microsoft Advertising can level the playing field for smaller businesses – especially in local searches.

When looking for the best return on investment for your marketing dollars, Google Ads remain unmatched.

Can Google Ads Grow My Small Business?

Every day millions of consumers use Google’s search engines and properties to look for products and services like those you provide. With Google Ads, you can get in front of those future customers, paying for your ad only when someone engages in clicking through or calling your business.

All evidence points to Google Ads being one the fastest and most cost-effective ways to grow your business:

According to a 2018 S.M.B. Perceptions survey by Google and Ipsos Connect, the main goal of advertising online for 90% of small business owners is to get customers to call, visit a store, or make a purchase.

WebFX reported that 65% of small-to-midsized businesses have a P.P.C. and data shows that 73% of the paid search market share belongs to Google.

A report from Clutch.com showed 90% of consumers say ads influence their purchase decision and 75% of users say paid search ads make it easier to find information.

Google’s own economic report showed Google delivers an 8 to 1 return on investment, so for every $1 spent on Google Ads, advertisers saw an $8 return on average. No other marketing channel with such a low barrier of entry can boast of a higher return on investment.

What are the Benefits of Using Google Ads?

Google Ads are highly effective because by using keywords, you can ensure your ads show only to search users who are interested in what you’re offering. They help businesses get their name, offers, story, and products in front of relevant customers across all of Google’s channels and partner sites.

The biggest benefit of using Google Ads to grow your small business is that these pay-per-click ads put your business in front of a prequalified audience that is more likely to want to know more about your business and make a purchase.

In 2018, Google AdWords switched to Google Ads and made Smart campaigns a default, making it easier and faster for small businesses to create ads in minutes that drive actions such as phone calls, website traffic, or in-store visits.

Hyper-Targeting Capabilities are another Google Ad benefit due to Google’s wealth of user and historical. This allows for targeting options that ensure your ads are displayed only to potential customers.

This budget-friendly and flexible platform works well for beginners who want to learn by trying or are working with limited marketing funds. Don’t know what your marketing budget will look like four months from now? Or three weeks from now? You can still run ads today and not worry about committing huge chunks of your marketing budget with pay-per-click (P.P.C.) ads. You only pay when someone clicks on your ad, so set your budget ahead of time, cap it at a certain amount of spend, and you’ll never spend more than you’ve budgeted for. 

Google Ads was Designed With Small Businesses in Mind

Recent updates show developers kept small businesses in mind when creating the Google Ads platform. Not only is it easy to create an AdWords account, but the site walks you through identifying goals, creating ads, setting up targeting, and sending leads to the right place.

You can take a D.I.Y., set-it-and-forget-it approach with the dozen Google Ads tools provided because ads run on your schedule and budget. But it’s also easy to designate an agency or P.P.C. specialist to manage your Google Ads campaigns for optimal results.

Getting the Highest Return on Investment

Google Ads provides the reach and flexibility small businesses require with little commitment and the possibility of big returns.

To get the highest R.O.I., you’ll need to understand how to utilize the multitude of campaign and planning tools for continuous optimization. Because the platform is so feature-rich, anticipate the need to stay up to date on the latest trends and commit to some level of ongoing management. Luckily, Google makes it easy for you to share or outsource the management of your P.P.C. campaigns. 

Top 3 Free Search Engine Marketing Tools

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There are dozens of online tools available to help you manage paid search ads and optimize campaigns. The best tools allow you to research keywords, set a budget, create copy, run paid ad campaigns, automate bidding, and analyze results with ease.

When done properly, search engine marketing brings your target audience to your website and is a necessity for keywords where you are not likely to rank high organic results with SEO.

SEM Tools for Managing Paid Search Ads

The most widely used SEM software includes free tools offered by search engines such as Google Ads and Microsoft Advertising (formerly Bing Ads). But there are also many cross-channel campaign management tools that have the capability to manage paid search, social, and display ads. You’ll also find that many SEO tools have features for managing paid search ads or integrate with first-party tools like AdWords.

Some SEM tools also offer competitive analysis that will show you what search terms your competitors are bidding on. Besides the obvious benefit of seeing what is working for top-ranked competitors, competitive intelligence also helps you identify missed opportunities to increase your visibility in search.

3 Top Search Engine Marketing Tools

1. Google Ads Tools – Free with Account

Google Ads (formerly AdWords) is Google’s pay-per-click online advertising program. With the Google Ads platform, you get a comprehensive set of tools to create and manage SEM campaigns, from setting your budget and choosing where your ads appear in search listings to designing ads and keyword research.

Ad costs are run off the budget you set, ensuring you never spend more than you budgeted for. Plus, there are no monthly or yearly contracts which means you can adjust your ad budget or completely pause your ads whenever you want. Pay Google only when someone clicks on an ad to visit your website or call your business.

Google Ads tools include:

  • Account management tools
  • Ads Editor
  • Google Web Designer – an editor for HTML5 ads on Google Display Network
  • Ad targeting tools
  • Keyword tools to uncover the most effective keywords.
  • Placement refinement tools
  • Bid and budget management tools
  • Ad Customizer tools that adapt ad text based on the user search query
  • Troubleshooting tools help solve account issues

2. Microsoft Advertising Tools – Free with Account

Microsoft Advertising (formerly Bing Ads) is Microsoft’s search engine marketing and advertising platform that works Bing’s ad network. Like Google Ads, you get analytics and a management dashboard for running pay-per-click campaigns.

Not only can you do paid search ads, but you’ll also have access to the Microsoft Search Network to reach customers globally or locally. While Google is the king of search, the Microsoft Search Network holds a healthy 37% share of the U.S. desktop search market. Microsoft Advertising also makes it easy to import your Google Ads campaigns if you want to make the switch or use both platforms.

Microsoft Advertising tools include:

  • Editor (desktop) to create and manage ads
  • Microsoft Advertising Intelligence for research
  • Keyword planner
  • Ad preview tool
  • Campaign experiment tool
  • Microsoft Advertising scripts tool
  • Competition tool for actionable competitive recommendations

3. WordStream Google Ads Performer Grader – Free in exchange for email address

The Google Ads Performer Grader from WordStream gives you a report that details 17 key stats that reveal how your ads are really performing. With this assessment, you get insights and actionable next steps for each category. An overall account grade lets you know what’s working and where you need to get to work.

Why is a third-party giving you this free tool for Google Ads? WordStream is an industry leader in digital marketing and provides several paid services, including SEM, so giving them your email address is the small price you pay for such a useful tool.

Managing Your Own SEM Campaigns

If you have a website and a credit card, you can run search engine marketing on major platforms. Each platform provides detailed instructions on how to manage and optimize your campaigns, but the learning curve is a steep and hard climb. This leads many businesses to look for help in managing their SEM campaigns.

Luckily, easy budget control mitigates much of the risk surrounding getting started, testing out different keywords, targets, and ads to grow your website traffic fast. Whether you manage your own campaigns or outsource, paid search marketing stands out as one of the best ways to grow your business.