Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising. SEM may use search engine optimization (SEO), that adjusts or rewrites website content to achieve a higher ranking in search engine results pages or use pay per click listings.
Benefits of SEM:
Highly targeted - search engine marketing is one of the best forms of direct marketing, providing a technique that can be focused on the exact customer base and placing the business in front of these prospects at a time when they are actively searching for the product or service.
Low entry costs - it is possible to start a search marketing campaign on a very low budget to test the market or to generate initial business for a low fee.
Quick to implement - although the optimisation of a website can take months to have a significant effect, setting up a pay-per-click advertising campaign can be done within a day and will start to attract website visits within hours.
Flexible - pay-per-click advertising campaigns can be adjusted and developed in response to results, providing a highly flexible form of advertising.
Measurable - most importantly, search engine marketing campaigns can provide extensive data on the responses being achieved, allowing a high level of analysis to support and develop the campaign.
Cost effective - any marketing campaign should generate a positive return on investment and search engine marketing has proven time and again to outperform most other forms of advertising, both online and offline.
SEARCH ENGINE MARKETING DIVIDE IN TWO WAYS THEY ARE:
Pay per clicking:
- Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct transportation to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.
- Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
- Web analytics is not just a tool for calculating web movement but can be used as a tool for business and market research, and to measure and improve the success of a web site. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to guess how changes traffic to a website after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.