Search Engine Marketing (SEM) is a relatively newer term. (Not to be confused with Search Engine Optimization(SEO)).
Unlike Search Engine Optimization which is an organic way of driving traffic to your site determined by your content, site structure and following the recommendations of the search engines, Search Engine Marketing utilizes paid advertisements that appear on search engine results pages. Site owners or advertisers bid on key words and phrases to provide the advertisers with the opportunity to show their ads and drive traffic to their website.
Search Engine Optimization is often referred to as Pay Per Click (PPC) Advertising. While the typical format for these advertisements are text based ads within the search engine results page, other formats such as product listing ads, banner advertisements, and in banner video are also available on other platforms and websites throughout the web providing additional opportunities for advertisers.
Search Engine Marketing has several advantages over traditional SEO.
It is important to note that this is a highly technical as well as a potentially time consuming and expensive process. Effective campaign development requires a definitive definition of the consumer and product, or service being presented, keyword research, ad structuring, and keyword bidding. Once the campaign begins, a/b testing, analytics monitoring, and continual optimization should occur. There are many pitfalls for the casual user of these systems which could delay and advertiser’s success or significantly impact an advertising budget.
Since opening our doors, Grey Goose Graphics, LLC has provided a variety of SEM options to our clients. Early on, we completed this work in-house. Over the years we have transitioned most of this work to trusted partners and affiliates to manage these campaigns on our behalf. As a result we’ve been able to not only improve the quality of the campaigns, but also reduce the overall management fee structure for this work allowing clients to spend more on advertising and less on management.
If you are considering initiating a campaign or project of this type, here are a few tips and considerations to keep in mind.
Lastly, SEM does not have to be expensive or mess up your marketing budget. When done correctly and systematically, organizations can initiate a relatively small implementation budget that should pay for itself. Many companies use the initial revenue these campaigns generate to further fuel an expanded campaign and further grow their online presence and marketing funnel.
Contact us today to learn more about how this may benefit you!