Search engine marketing, also known as SEM, is a specific form of online marketing that is separate and apart from SEO (search engine optimization) and the organic search engine results listings. However, SEO will play a role in SEM, which is why it is critical to work with a top search engine
SEM includes paid search ads and advertising. This is often referred to as Pay-Per-Click or PPC where the advertiser only pays for the ad when someone clicks on it. These SEM campaigns can be very effective as your ad, typically as a photo and highlight information as well as a listing at the top of the results page is perfectly geared to the keywords the user has entered into the search engine bar.
Why it Works
The best search engine marketing services can drive traffic to your website based on their careful selection of search terms and keywords. In this way, it is the same as SEO in the use of keywords, but the results from SEM can be much faster than the slower rise up the SERP (search engine results page) than found with the organic SEO strategies.
Think of search engine marketing services as targeting to a very specific group of consumers. These are the people that are searching for products and services and that are the most likely to result in conversion when they arrive at your website.
Using the Right Terms
One of the key considerations when using search engine marketing services is ensuring that the paid ads are a match for what customers are searching. Narrowing down the keywords to avoid mismatches and paying for clicks that don’t result in a good conversion rate is ineffective and decreases the ROI.
Using experienced, professional search engine marketing services that are effective in SEO development, as well as SEM, is an effective way to drive traffic to your website through both SEM campaigns as well as organic search engine results.
