Search Engine Marketing (SEM)
Search engine marketing (SEM) is a type of internet-based marketing that is associated with the researching, submitting and positioning of a website to achieve maximum visibility and increase the share of paid or organic traffic referrals from search engines.
Search marketing is the process of gaining traffic and visibility through both paid and unpaid efforts in search engine results pages (or SERPs). A paid SEM strategy includes setting up and optimizing ads as well as setting a budget that pays for the placement of ads.
SEM is one of the most effective ways to grow your business in a competitive marketplace. Advertisers bid on keywords that serve service such as Google and Bing which gives the advertiser the opportunity for their ads to appear alongside results for those search queries. It’s the advertisements that allow consumers to see important information at-a-glance, such as price and reviews.
SEM’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to make a purchase. No other advertising medium can do this, which is why search engine marketing is so effective is an amazingly powerful way to grow your business. Keywords are the foundation of SEM. As users enter keywords into search engines to find what they’re looking for, it should come as little surprise as an advertising strategy.
SEM tools help marketers to manage and optimize paid search ads. SEM tools allow users to research keywords, run paid ad campaigns, set a budget, act on intelligent bidding recommendations, automate bidding and copy generation, and analyze and forecast results. The goal of search engine marketing tools is to bring a target audience to your website where you are not likely to be the top organic result.
The most widely used SEM software includes those offered by search engines themselves, such as Google Ad Words and Bing Ads. Many SEO platforms include features for managing paid search ads or integrate with first-party tools like Ad Words.