Search Engine Marketing- SEM



Search Engine Marketing { SEM }



"SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines."

"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) through optimization and advertising."

SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click (PPC) listings.


Related SEM Synonyms & Acronyms

“Search Engine Marketing” was once used as an umbrella term to encompass both SEO (search engine optimization) and paid search activities. Over time, the industry has adopted the SEM acronym to refer solely to paid search.

In generally use SEM and/or “Paid Search” to refer to paid listings, with the longer term of search marketing used to encompass both SEO and SEM. Below are some of the most common terms also used to refer to SEM activities:


  • Paid search ads
  • Paid search advertising
  • PPC (pay-per-click) * 
    • PPC (pay-per-call) – some ads, particularly those served to mobile search users, may be charged by the number of clicks that resulted in a direct call from a smartphone.
  • CPC (cost-per-click) *
  • CPM (cost-per-thousand impressions) *
    • Most search ads are sold on a CPC / PPC basis, but some advertising options may also be sold on a CPM basis.
Concideration
 
·     Google AdWords is by many measures the most popular paid search platform used by search marketers, followed by Bing Ads, which also serves a significant portion of ads on Yahoo.
·       
          Beyond that, there are a number of “2nd tier PPC platforms” as well as PPC advertising options on the major social networks.

·         In addition to covering general paid search trends, you can find the most recent news about SEM and helpful tips to get started with PPC ads on the major search marketing platforms below:

  • Google: AdWords
  • Bing Ads
  • Yahoo: Search Ads

Each platform offers its own getting started guides and helpful tutorials. Another beginner resource is Google’s Insider’s Guide To AdWords (PDF). Since the guide was last updated in 2008, the Google AdWords UI (user interface) has changed, along with several features, but the guide may still offer a useful introduction.

In 2014, Google AdWords released a new video about how AdWords PPC auctions work:

 


Example

AdWords is recognised as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service. This project is highly practical for advertisers as the project hinges on cost per click (CPC) pricing, thus the payment of the service only applies if their advert has been clicked on. SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services. 

This promotion has helped their business elaborate, offering added value to consumers who endeavor to employ AdWords for promoting their products and services. One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested.

 Moreover, SEM companies have described AdWords as a fine practical tool for increasing a consumer’s investment earnings on Internet advertising. The use of conversion tracking and Google Analytics tools was deemed to be practical for presenting to clients the performance of their canvas from click to conversion. AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass. The assistance of AdWord canvass could contribute to the huge success in the growth of web traffic for a number of its consumer’s websites, by as much as 250% in only nine months. 



Comparison with SEO

SEM is the wider discipline that incorporates SEO. 

SEM includes both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). 

SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done. 

A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.

Another part of SEM is social media marketing (SMM).

 SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.

 Some of the latest theoretical advances include search engine marketing management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO. For example, some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor. SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better results than focusing on only one pillar.



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