Insights on SEM (Search Engine Marketing)
In this digital world if you are setting up a website then it’s very important to build its reputation and drive more people towards it so as to make the returns on investments. There are many ways which you can adopt to increase the number of people who lands onto your website, and one of the methods is Search Engine Marketing.
The process of SEM involves attainment of website traffic through paid advertisements. These paid advertisements appear at the top of the page and right side of the search engine results. The idea behind this is very simple as website owner will pay for the ads whenever any customers lands on to the page by clicking the ads provided by Search Engines. Over the time SEM is referred to paid search and is denoted with many names. Below are some of the common terms which are generally used to refer to SEM.
- PPC (pay-per-click)
- CPC (cost-per-click)
- CPM (cost-per-thousand impressions)
- Paid search advertising
One certain way of getting good position and traffic is to buy the ads from search engines. There are many platforms where in you can buy the ads, but by many measures Google AdWords is one of the widespread paid search platforms adopted by many search marketers. Followed by Adwords it is Bing Ads which offers vital role in advertising ads on Yahoo.
Nevertheless every platform offers its own beginner level guides and tutorials. While in Adwords it involves organizing your account by planning and sticking to your campaigns around your business needs.
Key terms involved in Adwords
- Campaign: A section of your account that allows you to focus your ads on specific products and services. However each campaign can contain multiple ad groups.
- Ad Group: A pool of ads within campaign that corresponds to a group of related keywords.
- Keyword: A specific word or combination of words used for targeting your ads to right customers.
- CPC Bid: Maximum Cost-per-click bid is the amount you are willing to pay each time a user or customer lands on to your page by clicking the ad for particular keyword.
Relationship with Search Engine Optimization
The term SEM is used widely used to refer pay per click advertising, predominantly in marketing communities. Most of the time it is wrongly interpreted that SEM eliminates other form of engagement such as SEO (search engine marketing), but the fact is that SEM can incorporate the use of SEO tactics so as to achieve higher ranking to boost PPC listings.
Note: Although SEM includes the component SEO, but it should be noted that SEO and SEM terms cannot be used interchangeably at the same time.
Another similar part of SEM is SMM (social media marketing), where in the marketing involves using social media to guide customers to varied services and products. However paid search advertising isn’t been without argument, the debate on how search engines present advertisements on search results is still a question in voluminous.
Which marketing approach will be better?
Many marketers still suggest that organic SEO is the best marketing tactic; moreover it is observed that SEM cannot make much conversion rates without relying on organic SEO. In addition there are instances where PPC can make more sense than organic SEO. This can be explained still better, if you consider any site which needs immediate visibility then opting PPC can be better as it consumes less time than organic SEO. However it would be unwise to work only on PPC without the use of SEO.
Though organic SEO takes longer time to show results but at the end of the day it is the cheapest that can improve the search trustworthiness which might not be achievable by the use of PPC. Henceforth evaluate your definite needs and then choose the suitable best approach.
Earlier search engines were not playing any role in some industries’ promotion but over the years the use of search engines has major impact on business opportunities. Therefore the use of SEM for businesses can attract potential consumers to view their products and services but at the same time it could also pose many challenges.
See also: SEO (Search Engine Optimization)