What is SEM?
SEM, or Search Engine Marketing, is a strategy used by companies to have their website advertisements show up on the internet when someone searches the web for products and services. Businesses use Search Engine Marketing in order to increase website traffic and to ultimately increase sales.
How to increase your SEM
- Create relevant keywords
- increase quality score
- unique value proposition
- calls to action
How do you increase a quality score?
There are 3 key players:
- The user
- The advertiser
3 key characteristics
- Expected click through rate
- landing page experience
- Ad relevance
AD Rank
At the end of the day, the main goal of the business is to increase their ad rank. This is done through a combination of quality score and CPC bid. Quality score can be increased by using relevant keywords, by creating a well-designed website that makes it easy for customers to navigate, and by creating a positive landing page experience. after the quality score is determined, google looks at the CPC bids by competing websites. CPC bids are the maximum amounts that a company bids per click for an advertisement. At the end of the day, google gives the top ad rank to the best combined CPC bid and quality score. The top rank will be the first shown advertisement on google when a keyword is searched.
