Search Engine Marketing (SEM)
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.
Search Engine Marketing involves creating ads and assigning those ads to keywords that a user would search in Google.
But how does it work? Well, every time a keyword is searched for Google holds an mini-auction to see what ads to show. If a brand has an ad for the keyword Google will rank it against all other ads for that keyword (based on the ad quality and how much the brand is willing to pay) and then show the top ads. If a user clicks on that ad the brand will pay for the click (hence why this is also known as Pay-Per-Click, or PPC, advertising)
Why is Search Engine Marketing important?
Some brands will routinely receive a large chunk of their traffic from 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.
If you would like to learn more about the benefits of SEM for yourself or your business, or would like further information about Search Engine Marketing generally, please don't hesitate to get in touch.