What is Search Engine Marketing SEM?
Search Engine Marketing (SEM) is a widely popular digital marketing strategy that is used to increase the visibility on a web page in the search engine results. Another name for search engine marketing is paid search or pay per click (PPC).
Why is SEM Important?
As the number of digital online consumers continues to grow at a rapid rate, search engine marketing has been an important strategy for increasing the amount of traffic that you get to your website. A majority of new website users are actually finding websites by performing a query on a search engine. Within search engine marketing, the advertisers only pay for when new visitors visit the site which makes it very efficient because as more people visit, the higher the site is ranked in the searches.
How Does SEM Work?
A search engines use complicated algorithms in order to ensure the most accurate results are popping up for each search. This information can include your location and other available information as well.
When setting up a search engine marketing campaign the marketer is told to:
- Use keyword research and select a set of keywords that are related to their website or product
- Make sure to select a geographical region for where you would like that ad displayed
- Create a text-based ad that will display in the search results
- Bid on a price that they are willing to pay for price per click on their add
How A/B testing can complement SEM
If you make sure to A/B test your landing pages then you have an easy way to maximize your spend, which is either by optimizing for average order value or revenue per page.
Make sure to optimize your landing page in order to increase your quality score with search engine marketing networks, this will reduce your cost per click.
