If the information is the superhighway then, the king of the road is the search engine.
“Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go.” – Seth Godin
This is the dream of every business that it shows up on top of the search result so that it gets the highest marketing through the internet.
This is being done nowadays by promoting on Google and other search engines and in return, these businesses get closer to the top result.
Google is presently so dominated that it performs more 3.5 billion searches per day.
That’s the power of the internet.Click on this to know more about Internet Marketing.
Bing and Yahoo! are the next to follow this giant search engine.
The present and the coming generations rely on Bing, Yahoo!, Google, or any other search engine websites to collect knowledge and information.
When you think about making sure your business online presence is search-friendly, you probably think about search-engine optimization, or SEO.
But did you know that SEO is just one part of a larger tactic called Search Engine Marketing(SEM).
While SEO focuses on having the right keywords on your website, SEM focuses on using paid advertising to improve where your business appears in search-engine results.
Now what exactly Search Engine Marketing (SEM) is all about?
If the search engine marketing is done properly and regularly, it can be among the best ways to market your website and attract huge traffic towards it.
Search Engine Marketing (or SEM) is a form of Internet marketing geared towards increasing the visibility of your online store in search engines.
In simple, the more visible you are on the Internet, the more likely it is that search engines will rank your site higher than other, less visible sites.
By increasing your site’s ranking, you can target the shoppers actively searching for your product, drive more traffic to your site, and significantly increase your conversion rate.
Search engines play an important role in the success of an online business.
It is common among the people to ignore the significance of a proper marketing strategy and executing the strategy regularly.
To ignore the planning of a marketing strategy means that you are delaying the success of your business and certainly preventing it as well.
Basically, SEM methods provide much needed traffic to your business and promote it so that you earn a huge profit.
Take a look at the results of one study that analyzes how consumers find products on the internet [Source: Overture]:
Of those shoppers using search engines, most will explore only the first few pages of search results.
In fact, 87% of all traffic goes to the websites listed within the top 20 results for any search.
To increase your chances of being highly ranked by today’s most popular search engines, design and configure your store to be ‚search engine friendly‛ and plan to invest some of your marketing budget in Search Engine Marketing.
The search engine marketing has two categories:
This is a method that involves the search engine companies to charge fees for including the website on their top search results. This method is also known as paid inclusion and sponsored listing.
The products, that are to be advertised, show up on the separate ad-bar of the search engine, or show up at the top of the pages of the search engine results.
With search engine website allowing paid inclusions only, they benefit a little from success.
Search engines like Yahoo! support the stance of providing mix paid inclusions to the SEO and SEMs.
The paid method used in search engine marketing includes advertising with search engine advertising programs that allow users to create sponsored results that are to be displayed in the search engine result pages.
Each search engine has some sort of advertising program, with Google AdWords and Bing Ads being the two most commonly used, due to a large number of searches conducted through these two search engines.
When it comes to paid advertising, search engines offer several types of ads, which often include:
Pay-per-click advertising (PPC)
This type of advertising is also called cost-per-click (CPC) advertising and it means that you pay any time someone clicks on your ad shown in the search engine result pages. This type of advertising is most commonly used by the advertisers as it requires payment only after your ad has been able to attract visitors to click on it.
Cost-per-thousand impressions (CPM)
This advertising model is focused on the number of impressions, i.e. the number of times that your ad has been shown. Using this type of advertising you pay for each set of one thousand impressions.
While the text ads appearing in the search engines result pages are the most common type of search engine advertising, there are other ad formats available, which might help you with different types of campaign goals.
• Text ads
• Ad extensions
• Mobile text or image ads
• App promotion ads
• Product listing ads
Search engine optimization
Search engine optimization (SEO) uses so-called organic reach so that the website or any content of the client is adjusted and rewritten in order to increase the visibility of that content in the search engine search results.
Paid advertising results are displayed at the top of the SERP, above the organic search results. Paid results can also be displayed on the side, and in the bottom of SERP.
Advantages of SEM
Among the many benefits that search engine marketing can provide, cost effectiveness is the major one. This can be demonstrated by using the pay-per-click methods. This method only charges you if a user clicks on your advertisement.
If you learn the basics of the SEM, you will start looking for proven techniques and methods to increase your traffic. By properly using the SEM methods, you can increase the number of visits to your website so that your business flourishes.
Large or small business can target a wide audience for a small fraction of traditional advertising budgets.
SEM connects potential clients directly with your business thus making it an effective form of online marketing.
Another big advantage of SEM is that your advertisement would run 24/7. All you have to do is choose the websites on the internet that you want to have your advertisement.
Search engine marketing also allows a complete control over your campaign, your audience, and the campaign costs.
There are 60% more online acquisitions made from web users delivered by search engines.
By effectively using SEM methods such as search engine optimization (SEO), pay per click (PPC), and local search marketing, it is possible for growing businesses to get ahead of the competition.
Small and large scale companies can save excessive marketing costs by investing in search engine marketing. Which leads to a better return on your investment (ROI).
You need to understand where your traffic is coming from, where it goes, and in addition the return on your investment (ROI) and web analytics aids you in process.
SEM also provides you with Web analytics, thus enabling you to improve the measurable results of your website promotion campaign.
Finally, increased traffic means increased promotions, which further means increased sales. When an increased number of people start getting to know about your company or any content on the website, many of these people will start converting into customers and clients. It is highly effective if you execute an email list building strategy.
It is important that whatever you decide should be friendly to your budget at hand.
If you do not have a large sum of money available, paid advertisement methods should not be considered as an option.
Rather the less expensive method, SEO, should be considered. However, search engine optimization has disadvantages as well.
As mentioned above, search engine marketing is a type of Internet Marketing.That promotes websites by enhancing their visibility in the search result of the search engines (Google, Yahoo!, etc.).
Search engine marketing (SEM) is the profound way of promoting and advertising businesses over the internet.
Through different techniques and tricks, it is important for businesses to adopt this in order to add success in their business.
SEM comes with mainly advantages, if the marketing is done in the right manner.