Buying Ads on Search Engine Results Pages

Buying Ads On Search Engine Results Pages

  • Apr 09, 2020
  • 746 words
  • 3 minutes read
Photo by Anthony Martino on Unsplash 

Search engine marketing (SEM) isn’t anything new. However, the landscape has become more competitive over the years which is why it’s essential for most digital businesses to adopt a strategic approach when it comes to paid search advertising. 

With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote a product  and grow a business.

Which is why today it’s even more important than ever for a business to display as high as possible on the first page for what the target audience is searching for.

Search Engine Marketing Quick Overview

Search Engine Marketing is the process of gaining website traffic by purchasing ads on search engines. It is a top marketing strategy that companies use to grow their website traffic through paid online advertising.

SEM, in a nutshell, is a marketing scheme where an advertiser optimizes and advertises their website to appear higher in search engine results.

Originally, SEM included all marketing activities on search engines such as SEO and search ads, but over time, the industry has adopted the term to refer solely to paid search advertising.

And sometimes, paid search advertising is referred as paid search ads, PPC or pay-per-click, CPC or cost-per-click, and CPM or cost-per-thousand impressions

SEM is essentially a method of attracting valuable clicks and new visitors to a website.

How Search Engine Marketing Works

Search engines use complicated algorithms to ensure the most relevant results are returned for each search, including location and other available information.

When a customer inputs his query on a search bar, the search engine will display the websites or pages with the most relevant keywords chosen by the advertiser.

With search engine marketing, sponsored ads appear prominently on top and on the side of the Search Engine Results Pages (SERP) which eventually leads to more visibility and web traffic.

Search Engine Marketing Benefits For Your Business

With an increasing number of consumers researching and shopping for products online, search engine marketing has become a crucial online marketing strategy for increasing a company’s reach.

In fact, the majority of new visitors to a website finds it due to the queries done on the search engine. It is arguably the fastest way to drive traffic to a website.

By being on top on SERPS, your brand will always be on top of mind and will always be the first to be clicked and visited.

What’s more? Since customers enter search queries with the intent of finding information of a commercial nature, they are in an excellent state of mind to make a purchase.

Search engine marketing reaches consumers exactly at the right time when they are open to new information or ready to buy.

Another thing is, since it’s the customer’s will to find the information, therefore, it appears as suggestive and not intrusive.

And the most important thing is that, as an advertiser, you only pay for clicks or impressions that result in visitors.

How SEM relates to SEO

It’s easy to confuse SEM with SEO. Both terms are often used interchangeably, which makes matters even worse. But it is important to understand the difference and the relationship between the two terms.

Search engine optimization (SEO) is simply a component of search engine marketing. It is optimizing a website to increase its organic traffic on the SERP.

Search engine marketing (SEM), on the other hand, involves the use of paid search campaigns to display your website’s offering, usually above organic results.

It is important to note that you should never use the terms SEO and SEM interchangeably, because although they work hand in hand, they are not the same term.

Bottom line

According to a study by Moz, paid clicks have become so important that they are beginning to outpace organic clicks for certain SERPs.

This means that, relying on organic search without locking in that top paid spot on Google or Bing Search means losing out on major traffic volume and conversions.

Whatever your choice may be, it is important to evaluate your specific needs and fully understand the differences of different digital marketing strategies.

Whether you’re a beginner or a seasoned professional, there is a better way to step up your goals and build your brand.

Talk to us. We’re happy to help.


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