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What is SEM? And the Importance of SEM

Digital World Published on 10 June 2020

With the advancement within the marketing landscape and also the emergence of Digital Marketing, a continuing question about what's search engine Marketing is revolving around various advertisers and marketers.

Search Engine Marketing (SEM) aids businesses to achieve market online by purchasing Ads on search engines like Google, Yahoo or Bing. The SEM practices revolve round the promotion of internet sites in SERPs to optimize the brand presence and conversions.

SEM utilises paid and unpaid advertising means to optimize the promotion of online businesses, and that we especially created this what's search engine Marketing Guide to assist you understand how both ‘paid & unpaid means’ work under the umbrella term search engine Marketing.

What is Search Engine Marketing?

“Search Engine Marketing (SEM) is the process of attracting traffic to your website by purchasing ads on search engines like Google, Bing, Yahoo, etc.”

Search engine marketing (SEM) could be defined as a digital marketing strategy used to increase the visibility of a website in Search Engine Results Pages (SERPs). Search Engine Marketing is also alternately referred to as Paid Search or Pay Per Click (PPC).

While the industry term once remarked both organic search activities like search engine optimization (SEO) and paid, it now refers almost exclusively to paid search advertising.

The Importance of SEM

With an increasing number of people engaging with businesses online and shopping for products and services online, search engine marketing has become a vital online marketing strategy for increasing a company’s reach. In fact, the bulk of latest visitors to a web site find it by performing a question on a research engine.

In search engine marketing, advertisers only procure impressions that lead to visitors, making it an efficient way for a corporation to spend its marketing dollars. As another bonus, each visitor incrementally improves the website’s rankings in organic search results.

Since consumers enter search queries with the intent of finding information of an advertisement nature, they're in a superb state of mind to create a sale, compared to other sites like social media where users aren't explicitly looking for something.

Search marketing reaches consumers at precisely the right time: after they are receptive new information. Unlike the bulk of digital advertising, PPC advertising is non-intrusive and doesn't interrupt their tasks.

Results are immediate with SEM. It's unarguably the fastest mode to drive traffic to a website.

How SEM Works

Search engines use complicated algorithms to make sure the foremost relevant results are returned for every search, including location and other available information. In paid search advertising, sponsored ads appear at the highest of and on the side of search engine results pages to realise more visibility and prominence than the organic results.

Let’s say that you simply are a customer searching for a product or service online. You attend a research engine and sort in your search terms (also referred to as keywords). In your search results page, you'll come upon various company ads whose keywords match the keywords in your search.

These ads appear in prominent locations on the page – together with the opposite search listings that match your keywords. The paid listings are highly relevant to your specific search, making it likely that you simply will click on them.

Now let’s take a glance at how SEM campaigns work from the marketer’s perspective.

Search Engine Marketing Campaigns

SEM networks are self-serve operations. Once a marketer selects a network, he or she will be able to get a campaign up within a brief period of your time. When fitting a campaign within an SEM network, the marketer is prompted to:

  1. Conduct keyword research and choose a group of keywords associated with their website or product;

  1. Select a geographic location for the ad to be displayed within;

  1. Create a text-based ad to display within the search results;

  1. Bid on a price they're willing to procure each click on their ad

Text-only ads are easy to supply. Marketers enter a headline, text for the body of the ad, a call-to-action and a URL for the hyperlink. Search engine marketing is taken into account by many to be the foremost efficient thanks to spend marketing dollars.

Examples Of Search Ad Networks

The two primary search networks that SEM professionals target are Google Ads (formerly Google AdWords) and also the Bing Ads.

Google AdWords comprises mainly of two networks: Google Search Network and Google Display Network. The primary network consists exclusively of search-related websites owned by Google, while the second includes properties like YouTube, Blogger and Gmail. The Bing Ads allows customers to shop for ads on both the Yahoo’s network of internet sites and Bing’s network.

While Google Ads could be a much larger network (around 2x the size), the pricing is usually lower on Bing Ads. Marketers is also able to get a more robust rank for a competitive keyword phrase for fewer than they get on Google. and a few report that the clickthrough rates are higher in addition.

How A/B Testing Can Complement SEM

Since you're already making an investment in search engine marketing to bring traffic to your website, it's a worthwhile effort to optimize that traffic for conversions and increase the efficiency of your spending.

Testing your landing pages through A/B testing is a great way to maximise your spend, either by optimizing for average order value or revenue per page. Optimizing your landing page can increase your Quality Score with search engine marketing networks, thus reducing your average CPC.

A lot of platforms prefer A/B testing as it can facilitate your structure and can be applied very easily. You can split your landing page and test the results from each of them simultaneously as well. A/B tests offer real-time results to grant you confidence in your business decisions. Some platforms like have integrations with popular ad networks like Google AdWords and Facebook Ads that make fitting ad-related experiments quick and simple.

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