What is Search Engine Marketing?
Search engine marketing or SEM involves marketing a business using paid ads that appear on search engine results pages (or SERPs). Marketers bid on keywords that search engine users might enter when looking for certain products or services. This allows the ads to appear alongside results for those search queries. These ads are often known as pay-per-click or PPC ads. They also come in various formats. Some are small, text-based ads. Others such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based ads.
The best thing about SEM is that it offers marketers the opportunity to put their ads in front of customers who are already ready to buy, at the exact moment they are ready. No other medium can do this. This is why Search Engine Marketing is one of the most powerful and best ways to grow your business, provided you do it right. At the core of SEM lies Keywords. When users are searching for a product or service, they enter keywords into search engines. Including these keywords into your ad is crucial to effective Search Engine Marketing.
SEM, although like a cousin, is different from SEO. In SEO businesses don't pay Google for traffic and clicks. But both SEO and SEM should be fundamental parts of your online marketing strategy. SEO helps drive traffic at the top of the funnel, while SEM is a cost-effective way to drive conversions at the bottom of the funnel.
Is SEM Expensive?
One popular misconception about Search Engine Marketing is that whoever has the largest advertising budget wins. Although a bigger budget can certainly help, especially when targeting very competitive keywords, it's not a requirement for success. This is because all ads go through a process known as the ad auction before appearing in the results. And winning the ad auction also depends majorly on the Quality Score of your ad.
At WebRickshaw Media we have years of demonstrated experience in implementing successful SEM campaigns and PPC campaigns. We have driven countless businesses to success using this powerful marketing strategy and yours could be the next one!