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Tag: seo

Signpost saying myths and facts.

Let’s be real, most people think everything about SEM is a myth. Having been in the SEM game for over a decade, I’ve seen it all. Here are the top 5 myths I’ve found most important to debunk.  Why should you trust me?  Well, in the 24 years SEM has existed, I’ve spent 11 of those years mastering it. (For those who find math challenging, that’s nearly half the lifespan of Google Ads.)

Myth #1: SEM only involves running campaigns on search engines.

Reality #1: This couldn’t be far from the truth.  A good pay-per-click (PPC) manager or digital strategist would tell you that your strategy should be a two-pronged approach:

  1. Paid search ads – directly targeting potential customers through ads.
  2. Organic search engine optimization (SEO) – improving your site’s visibility organically.

The synergy between SEM and SEO significantly enhances the effectiveness of both strategies.  A few reasons include:

  • Increasing your overall traffic by 20-30%.  These are quality users coming to your site, not just bouncing off.
  • Increasing your click-through-rates (CTR) in both organic and paid listings on the search engine results page (SERP).
  • Improved conversion rates and lower acquisition costs.  

Myth #2: The highest bids always secure the top ad spot on the SERP.

Reality #2: Ad placement is determined by the ad rank, which includes factors like bid amount, quality score (shout out to my SEO strategy!), ad copy effectiveness, and relevance of the ad to the search term.  In fact, overbidding can just inflate costs without improving performance. Can everyone stop that now? Inflation is already challenging enough.

Myth #3: SEM campaigns are ‘set it and forget it’.  They don’t need any attention after setup.

Reality #3: If this were true, I wouldn’t have held a job for as long as I have. The most successful campaigns I’ve run have required continuous monitoring, testing and most importantly, optimization.  Competition in most industries is rife, especially in the automotive market (that’s what Bedford Advertising specializes in, by the way).  Regular adjustments keep your campaigns competitive and effective.

Myth #4: SEM is too expensive for small businesses.

Reality #4: It’s time to bust that myth!  In reality, even small businesses can benefit from having a highly targeted campaign.  Now this requires some finessing with making sure we’re focused on relevant keywords and local search terms to control costs but when done appropriately, we can achieve a significant return on investment (ROI).  This also goes in conjunction with myth busting number 3. You can’t finesse by setting and forgetting.

Myth #5: SEM is primarily beneficial for e-commerce websites.

Reality #5: The truth is, SEM can be used by a various number of businesses like local businesses, service-based businesses, B2B companies, non-profits and educational institutions, and even entertainment and events.  SEM campaigns are designed to increase visibility with targeted advertising that offers quick and measurable results. Can anyone off the street run these campaigns? Sure, all it takes is a few concentrated Google sessions to learn how to do it. Will it be done effectively? Probably not. Which leads me to my next point.

Shameless plug: Though Bedford Advertising specializes in automotive advertising, our digital team has experience in running SEO and SEM campaigns for all businesses across the ones listed above. If you’re in the market for a full-service ad agency, contact us today! 

Alyssa Mohammed

Alyssa Mohammed

Digital Strategy Director

Alyssa boasts over a decade of experience in digital marketing, specializing in B2B, B2C and ABM campaigns from conception to execution. Her expertise lies in identifying the core issue, tailoring the creative approach, and streamlining the sales cycle, resulting in a favorable ROI. She posses a diverse skillset including client relationship management, team leadership and management, data analysis, cross-functional collaboration, and strategic presentation development.
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In the digital marketing landscape, search engine optimization (SEO) and search engine marketing (SEM) are two crucial strategies that auto dealerships use to increase their online visibility and drive traffic to their websites. While they are often managed as separate strategies, integrating SEO and SEM can provide a synergistic effect, enhancing the overall performance of both. This article explores how SEO and SEM can work together to create a more effective digital marketing campaign.

Understanding SEO and SEM

SEO focuses on improving a website’s rankings in organic search results. It involves optimizing website content, structure, and on-page elements like keywords, meta tags, and images, as well as off-page factors like backlinks and social signals. The goal is to make the site more attractive to search engines, thereby increasing visibility without direct payment.

SEM, often referred to as paid search, involves purchasing ads that appear on search engine results pages (SERPs). This is typically done through platforms like Google Ads. SEM allows for immediate visibility and typically involves bidding on keywords to ensure that ads appear when specific terms are searched.

How They Work Together

1. Keyword Strategy Alignment

 Shared Keyword Data: Integrating SEO and SEM starts with keyword strategy. Both SEO and SEM require thorough keyword research to understand what terms potential customers are using to find products or services. By sharing keyword data between SEO and SEM teams, auto dealers can gain a comprehensive understanding of keyword performance across both paid and organic search. This helps in optimizing the overall keyword strategy, focusing on terms that provide the best conversion rates and ROI.

2. Enhanced Visibility

Combined Coverage: When both SEO and SEM are used together, local auto dealerships can dominate the SERPs by appearing both in organic results and ads. This increased visibility not only improves brand awareness but also provides multiple avenues for users to visit your site, which can increase click-through rates and reduce the cost-per-click in paid campaigns.

3. Testing and Optimization

SEM Informs SEO: SEM offers a quicker platform for testing than SEO. Automotive dealerships can use SEM to test the effectiveness of certain keywords or ad copy and apply successful elements to the organic search strategy. This helps in refining SEO tactics based on proven insights from SEM campaigns.

 SEO Enhances SEM: On the other hand, insights from SEO efforts can improve SEM ad relevancy. Higher relevancy can lead to better Quality Scores in Google Ads, which can decrease the cost per click and increase the ad’s chance to win auctions.

4. Consistent Messaging and Branding

Unified Approach: Ensuring that the messaging and branding are consistent across both SEO and SEM can provide a cohesive user experience. This unified approach not only reinforces the brand but also builds trust with users, potentially increasing conversion rates. By integrating SEO and SEM, businesses can leverage the strengths of each to maximize their online presence. This integrated approach not only enhances visibility across multiple channels but also provides valuable insights, allowing for continuous optimization of both strategies. In an ever-evolving digital landscape, the combination of SEO and SEM is a powerful tool for car dealerships looking to outperform competitors and capture the attention of potential customers effectively.

By integrating SEO and SEM, businesses can leverage the strengths of each to maximize their online presence. This integrated approach not only enhances visibility across multiple channels but also provides valuable insights, allowing for continuous optimization of both strategies. In an ever-evolving digital landscape, the combination of SEO and SEM is a powerful tool for car dealerships looking to outperform competitors and capture the attention of potential customers effectively.

Bedford Advertising offers both SEO and SEM plans. Contact us to learn more!

Darmini Kara

Darmini Kara

SEO Content Strategist

With her combined passion for SEO and design, Darmini has a unique insight into the world of digital marketing that gives her an edge when building brands and forging strong connections with her clients. Coupled with 12 years experience in the SEO industry, she is committed to the art of handling clients needs, with efficiency, compassion and humor.