Search engine marketing or SEM is one of the most effective ways to grow your business and reach new customers in an increasingly competitive marketplace.
Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages or SERPs. Advertisers offer keywords that search engines users would most probably enter while looking for certain services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries. These ads, often known by the term pay-per-click ads, come in a variety of layouts.
Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy.
In general, “search engine marketing” refers to paid search marketing, a system where business owners pay Google to show their ads in the search results.
Search engine optimization, or SEO, is different because businesses don’t pay search engines for traffic and clicks; rather, they earn a free spot in in the search results by having the most relevant content for a given keyword search.
For growth and success of your business both SEO and SEM should be fundamental parts of your online marketing strategy. SEO is powerful source to drive traffic at the top of funnel, while search engine advertisement are highly cost-effective ways to drive conversions at the bottom of the funnel.
Just like in SEO, keywords are crucial in search engine marketing as well. Keywords are foundation of SEM. With right and accurate use of keywords in ads, we can rank on top of search results. It requires basic knowledge and understanding of users on search engines for certain products and services to choose right keywords as to put in ads to show up on top.