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Search Engine Marketing

What is SEM?

How its useful for businesses? SEM (Search Engine Marketing) is the method of using adversitements on SERPs to increase website's visibility. It involves paid advertisements like Adwords, Bing Ads. It is the process of promoting your site or webpage through paid ads such as PPC on search engine result pages.

The advantages of SEM are :

  • Lowest cost per acquisition
  • Most popular medium to locate information
  • Reach the right customers (those who are looking for your services/products)
  • Small businesses can save money by using campaigns on user clicks
  • Increase rankings and gain more traffic

Google Adwords

Google Adwords is an advertising service by Google that helps businesses in displaying ads on Google.The Google Adwords program focuses on keywords and mainly enables companies to set up a budget for advertising and pay only when people click their ads.

PPC (Pay Per Click)

PPC (Pay per Click) is a form of digital advertisement in which advertisers pay each time their display ads get clicked. It is the most cost effective wy of advertising, as you pay only when the user clicks on your ad.

CPM (Cost Per Mile/ Impression)

CPM (Cost per Mile) is another form of digital advertisement in which advertiser has to pay for the number of impressions, in thousands regardless of visitor's clicks on the ads. So, it is the price of 1000 ad impressions on one web page.

CPC (Cost Per Click)

CPC (Cost per Click) is a means of digital advertisement in which advertisers have to pay for each click they get in their marketing campaigns. So, the number of times a visitor clicks on an ad, it gets billed.

Retargeting / Remarketing

Remarketing or Retargeting is an online marketing technique that reintroduces a product or service to the market and maintains contact with potential customers after their website visits.

The advantages of this technique are:

  1. To be visible to 'likely to convert' consumers/visitors
  2. Notify existing customers of new products
  3. Cross-selling or upselling
  4. Behavioural targeting or visitor segmentation
  5. Excludes already converted visitors to minimise advertising efforts.

Youtube Paid Advertising

Creating paid ad campaigns in AdWords for videos on YouTube is known as "YouTube paid advertising". It helps to introduce your website to a larger set of the audience on YouTube and also helps in converting more viewers to subscribers.Options to publish an ad on YouTube:

  1. Ad that appears before a video starts
  2. Alongside a video on its watch page

Google Shopping Advertising

Ads which appear on Google when anyone searches for a product is known as Google Shopping Ads. It is one way of generating sales for your website and amounts for 20-25% of retail paid search clicks.

Ads which appear on Google when anyone searches for a product is known as Google Shopping Ads. It is one way of generating sales for your website and amounts for 20-25% of retail paid search clicks.

In these ads, you target everything you sell, and they are eligible to show for any search query that matches a product you offer. They do not use keywords.Advantages of Shopping Campaigns:

  • More traffic: Higher CTR with shopping ads compared to text ads.
  • Better qualified leads: Qualified leads means adding product features directly in ads so as to help shoppers with better purchase decisions.
  • Easy retail-centric campaign management: Using the product attributes to show your ads on relevant searches instead of keywords makes your campaign retail-centric.
  • Broader presence: Your reach gets increased when more than one of your Shopping ad appears for a given user search. (i.e., reach with shoppers for a single search could double)
  • Robust reporting and competitive data: Checking your product's performance at any level.

Search Engine Marketing

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