In today’s world internet has emerged as the most influential media targeting a huge segment of audience. This has led to an upsurge in online marketing and relay of online advertisement due to which Search Engine Marketing (SEM) is dominating the forefront of every firms marketing strategy.
Search Engine Marketing (SEM)
SEM is one of the most effective means to stay ahead of your business competitors by efficiently promoting your product. Earlier SEM was a term which encompassed both SEO (Search Engine optimization) and paid search activities.
However, with time online marketing industry adopted SEM as an acronym used specifically for paid search activities.
- Defining SEO:
Search Engine optimization or SEO is a methodology of applying tactics to generate traffic from ‘free’ that is unpaid, ‘organic’ search results. There are many search engines like ’Google’, ‘Bing’, ‘yahoo’ etc which have a pool of web pages containing articles, write-ups, factsheets, images, videos etc.
These web pages are ranked according to what a search engine considers relevant to his users.
- Paid Search Advertising (PSA)
PSA is a methodology used for internet advertising by a website in order to direct traffic. The advertiser here pays a publisher whenever the advertisement screened on the publisher’s website is clicked.
Some major PSA tools are enlisted below:
Pay per click (PPC) assesses the effectiveness of any advertisement as click on any ad is a measure of attention or interest garnered by it. As the name suggests PPC is not free and one has to pay a definite cost per click agreed upon between the advertiser and the publisher.
The fundamental formula to calculate Pay-per-click is by dividing the cost of advertising by the number of clicks generated by an advertisement.
Keywords play a significant role in establishing PPC because whenever we want to search anything on internet we use key words. Comprehensive research is carried out to identify keywords which can drive desired target audience to your products benefit.
- Google Ad Words:
It is an online advertising service which helps the advertisers to compete for displaying their advertisement based on predefined keywords. It includes advertisement display based on local, National and international distribution.
- CPC: Also known as cost per click is the actual price advertiser pays for each click as specified in his PPC marketing campaigns
- CPM: It stands for cost per thousand impressions and is one of the most common methods of determining the price of web advertisements. It is based on the number of impressions, means number of times your ads is shown.
SEM can earn desired results and boost your business if done in a correct and cohesive manner.