Search Engine Marketing
What is Search Engine Marketing (SEM)?
Search Engine Marketing (SEM) refers to paying to advertise in the sponsored listings on search engines or partner sites. Other terms include paid search marketing or pay per click (PPC) advertising. Because Google is the most used search engine, Google Ads (previously Adwords) is also the most popular paid search platform.
Why use Search Engine Marketing (SEM)?
With any online advertising, it is about getting the right message, in front of the right person, at the right moment.
SEM is a useful advertising medium because it:
- has the ability to target to your potential customers
- can reach potential customers while in their purchase decision cycle (ie researching and ready to buy)
- can have a high return on investment (ROI).
Advertising with Google Ads (previously Adwords)
Running an advertising campaign with Google Ads can be a very cost-effective way to reach your potential customers. Depending on your business goals, you may choose a Search Campaign to drive more traffic to your website or a Display Network Campaign to generate awareness. The best part is that you can control your spending and you don’t need a big budget to see results.
Semaphore Marketing’s approach to Search Engine Marketing (SEM)
My approach to Search Engine Marketing (SEM) uses the same principals as Search Engine Optimisation (SEO). Your ads and website landing pages should be focused on your potential customer. By doing this, your online advertising campaign is usually rewarded with lower cost per click (CPC) and higher return on investment (ROI).
Google Ads is my preferred option because I think it provides the best return on investment (ROI). Primarily, because it is the most used search engine and therefore gives you the biggest audience.