Search Engine Marketing (SEM): What It Is & How to Do It Right
Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the one of the most effective ways to promote your products and grow your business.
What Is Search Engine Marketing?
Search engine marketing is a method of using paid advertisements that appear on search engine results pages (or SERPs). An SEM strategy involves bidding on keywords that users of search engines like Google and Bing might enter when looking for certain products or services. This gives the advertiser a higher placement in the results for those search queries.
These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads or Shopping ads, are more visual, product-based search advertisements that allow consumers to see important information at-a-glance, such as price and reviews.
SEM versus SEO: What’s the difference?
Generally, “search engine marketing” refers to paid search marketing, a system where businesses pay Google to show their ads in the search results.
Search engine optimization, or SEO, is different because businesses don’t pay Google for traffic and clicks; rather, they earn a free spot in in the search results by having the most relevant content for a given keyword search.
Both SEO and SEM should be fundamental parts of your online marketing strategy. SEO is a powerful way to drive evergreen traffic at the top of the funnel, while search engine advertisements are a highly cost-effective way to drive conversions at the bottom of the funnel.
SEM Keyword Research
Before you can choose which keywords to use in your search engine marketing campaigns, you need to conduct comprehensive research as part of your keyword management strategy.
First, you need to identify keywords that are relevant to your business and that prospective customers are likely to use when searching for your products and services.
Simply enter a keyword that’s relevant to your business or service, and see related keyword suggestion ideas that can form the basis of various search engine marketing campaigns.
TheDotSuccess’s Free Keyword Tool provides you with a range of valuable information, such as search volume for each individual keyword in Google and its general competitiveness.
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