There's a humorous little anecdote in the online advertising community that goes something like this: On the day the Internet was first introduced to the public, it took about 45 seconds before the first ad appeared. Though it may not have happened quite that quickly, marketers wasted little time in taking advantage of this new form of media.
Search Engine Marketing (SEM) has played an important role in online marketing. Briefly put, advertisers use keywords and phrases so their customized ads will show up on search engines such as Google and Bing. The terms the user enters when making a search are filtered through the search engine's algorithms, so ads that relate directly to those terms appear alongside the article and web page listings on their screen. This style of targeted marketing appeals to an audience who has already stated an interest in a subject when they perform a search.
SEM has redefined the way many people advertise online, but its importance is often overlooked when it comes to mobile applications. Some have made the assumption that search engine marketing is going to be “left behind” as more and more users turn to mobile computing; this couldn't be further from the truth. We'd like to share with you some of the methods you can use to SEM to promote your mobile applications.
Apps Store Listings. You have two opportunities to use SEM when you list your app in the Apple Apps Store or Google Play. The most obvious is the section of your listing where you're asked to enter the keywords and phrases that best define your app. Try to get inside the minds of your potential customers, and use the words they're likely to use when searching for new apps. Each apps store has a search function, and your keywords will determine what terms, when used by customers, are more likely to make your app come up in a search.
Your second opportunity to take advantage of SEM in your app listing is when you compose the description of your application. It's meant to be used to address your audience directly, but you can also use keywords to appeal to search engine algorithms. By using these two apps store listing methods together, your chances of reaching a targeted audience improve.
Web Pages. SEM works hand-in-hand with Search Engine Optimization (SEO) here. Whereas SEM is used to generate advertising on search results pages, SEO uses keywords and phrases to assure web pages and articles are listed prominently in those results. When you use keywords to lead potential customers to your web page, there's a built-in opportunity to advertise your app to them, as well. Once you have them there, it's to your advantage to advertise your app. Include a brief definition, including the benefits the customer will receive, and an easy-to-use download link. Make it as easy as possible as you can for them!
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