Search Engine Marketing

What is Search Engine Marketing?

Search engine marketing (SEM) is a type of marketing aimed at promoting a website on search engine results pages. Securing your website a high position in search results, SEM helps you generate more traffic and gain more customers.

Search engine marketing is a very effective digital marketing channel. Through search marketing, you can increase the visibility of your website in search engines results using paid and unpaid methods.

What is the difference between SEO and SEM?

  • SEO:  Earning traffic through unpaid or free listings.
  • SEM: Buying traffic through paid search listings. This is know as PPC(Pay Per Click).

SEO is organic and takes some time to generate traffic. PPC can be viewed as a shortcut. PPC campaigns display your ad on search result pages when visitors search for specific products or services that match chosen keywords. PPC targets those who are looking for products or services that you offer and it can result in an immediate lead generation.

Why PPC?

SEO is organic and takes some time to generate traffic. PPC can be viewed as a shortcut.  However, SEM has tangible advantages. Let’s take a closer look at some of them:-

  • Higher conversion rates
  • Better brand awareness
  • Immediate results
  • Consistent traffic

Types Of SEM:-

Text Ads:- 

These ads can appear on Google results pages and across the Google Network, which includes the Search Network, search partners, and the Display Network. This type is the most popular and easiest to craft. Text ads include headlines, body copy, and links to your website.

Text Ad Example:-

Google Shopping Ads:-

Shopping ads are ads that include rich product information, such as a product image, price, and merchant name. They’re created using data attributes from the product information you submit in your Merchant Center data feed and are shown to people who are already searching for the kinds of products you advertise. This format is perfect for selling products.

Google Shopping Ads Example:-

Responsive ads:-

This format boils down to letting Google automatically adapt your ads to different searchers’ behavior patterns. All you need to do is type several headlines and descriptions for your campaign; the ad platform will test all of the possible combinations and show searchers the top-performing ads.

Local Service Ads:-

This option was made for local businesses, such as coffee shops, plumbers, real estate agents, and so on. Local service ads allow you to advertise only in a certain area and receive leads directly from potential customers.

Local Service Ads Example-