Digital marketing has largely pivoted away from paid advertising in the past decade, as evidenced through the meteoric rise of content marketing.
Nevertheless, SEM and other forms of click advertising still have substantial strategic value when used prudently as part of a larger marketing strategy. Some of the reasons. why you should use SEM in your digital marketing efforts include the following:
Click-through rates (CTR) for most forms of display advertising average less than 0.5%. This means that, of the users who see a display ad, less than half a percent will actually click on it.
By comparison, the average CTR for paid search campaigns is 2%. Paid SEM services are several times more likely to move the needle for your business than other forms of digital advertising.
Potential for Quick Results
Making your way to Page 1 of search results in Google, Bing and other search engines through organic content marketing takes time and effort – up to 100 days in many cases.
As you build out your organic content and optimize your existing web pages to perform better on search, SEM can help provide some relief in the way of generating traffic. Search engine marketing is not a substitute for an organic strategy; however, it can be useful for supporting the early phases of your content marketing efforts.
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