How SEM Is important For Your Website
Search engine marketing (SEM) is a popular digital marketing technique used to increase the popularity of a web page in search engine results. While the industry once referred to search engine optimization (SEO), and it paid, it now referred to only as paid search advertising. SEM is also referred as paid search or pay per click (PPC).
Why Is SEM Important?
As online users are increasingly shopping for products online, search engine marketing has become very important for increasing company’s visibility. In fact, almost all new users to internet find products and services by searching on a search engine.
In search engine marketing, advertisers only pay if you have more number of visitors, making it efficient for the company to spend money in marketing. An added bonus, each visiting user increases the ranking of the website in search results.
When consumers search with the intent of looking for information of a commercial nature, they are ready to accept marketing messages and are imagined as a prospective customer. Search engine marketing reaches users at the perfect timing when they are ready to grab new information. Results are very fast with SEM. It is the fastest way to attract traffic to a web page.
How SEM Works?
Very complicated algorithms are used by search engines to ensure that relevant results are listed for each query, including contact info and other available information. In paid advertising, to gain more visibility, sponsored ads are displayed at the top and on the side of results pages.
Suppose a customer looking for a product online. He goes to a search engine and types in his search terms. In his search results page, he will come across various company ads whose keywords match the keywords in his search. These ads appear in important locations on the page where they are more visible – with the other search listings that match his query. The paid listings are exactly relevant to your search, making it likely that the user will click on them.
How SEM Works From The Marketer’s Perspective?
SEM network is a self-serve operation. Once a marketer selects a network, he or she can get a campaign started within a short time span. When a campaign is setup within a network, the marketer has to:
- Select keywords related to their website.
- Select a location for the ad to be displayed within.
- Create a text ad to be displayed in the search result.
- Bid on the rate they are ready to pay for each click on the ad.
Text ads are easy to create. Marketers enter a headline for the ad, a call-to-action and a URL for the link. Search engine marketing is accepted by many to be the most effective way to spend money on marketing.
Search Ad Networks
The two main search networks used are Google AdWords and the Bing Ads.
Google AdWords has two networks: Google Search Network and Google Display Network. The first network contains only search-related websites owned by Google, while the Google display network includes YouTube, Blogger and Gmail.
The Bing Ads allows marketers to buy ads on both the Yahoo’s websites and Bing’s network.
While Google AdWords is a much larger network, almost double the size, the price is generally lower on Bing Ads. Marketers may get a better rank for a keyword phrase for fewer prices than they get on Google.