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) primarily through paid advertising.
Types of Search Engine Marketing: One of the most popular types of Search Engine Marketing (SEM) is SEO (Search Engine Optimization). Other popular types of SEM are search engine advertising and paid submission.
- Search engine advertising: It usually follows a PFP model wherein you pay in order to ensure a top rank in the results of a search engine, both on the search site along with its distribution network. A successful PFP advertising campaign depends on 5 factors, namely, bid price, keyword selection, ad distribution, ad copy and effective landing pages.
- Paid submission: In a paid submission Search Engine Marketing program, web site owners pay an amount to have their specific websites reviewed by editors. However, there is no guarantee that the site will be accepted into a directory. It applies typically to human-based search engines, which are referred to as directories. A successful directory campaign depends on the title, description and the category selection.
How the Ad Auction Works: The ad auction process takes place every single time someone enters a search query into Google. To be entered into the ad auction, advertisers identify keywords they want to bid on, and state how much they are willing to spend (per click) to have their ads appear alongside results relating to those keywords. If Google determines that the keywords you have bid on are contained within a user’s search query, your ads are entered into the ad auction.
The Importance of Quality Score in SEM: Given that Google AdWords’ Quality Score comprises half of the ad rank formula, it is one of the most crucial metrics search engine marketers can focus on. High Quality Scores can help you achieve better ad position at lower costs, because Google favors ads that are highly relevant to user queries.
7 Steps to Search Engine Marketing Success
- Step 1 – Define an Effective Strategy.
- Step 2 – Choose the Best Keyword Phrases.
- Step 3 – Optimize Your Site for organic search.
- Step 4 – Attract Quality Links to Your Website.
- Step 5 – Manage an ROI-driven Paid Search Campaign.
- Step 6 – take advantage of Google’s services for quick ranking.
- Step 7 – Measure Success.
Advantages of using search engine marketing: By effectively using SEM methods such as search engine optimization (SEO), Pay per click (PPC), and local search marketing, it is possible for growing businesses to get ahead of the competition. Search engine marketing (SEM) enables potential customers to access online business websites whenever they want.