Explaining Search Engine Marketing
What is Search Engine Marketing?
Search Engine Marketing (SEM) is the process of gaining impressions and traffic, from search engines, like Google, through paid advertising. SEM involves creating ads and assigning those ads to keywords that a user would search in Google. Some brands will routinely receive a large chunk of their traffic from Pay-Per-Click (PPC) campaigns. However, it can be very expensive. Luckily, because search engines like their user to have a good experience, they will charge brands less if the ads are relevant and the user experience on the website is a positive one. Therefore, having an ongoing optimisation strategy to improve the volume and quality of this traffic, while also reducing cost, is a must.