SEM – Search Engine MarketingAccording to Wikipedia, SEM is defined as “a form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.”
While it can encompass a rather broad context, it is generally agreed that the single most defining factor of SEM is its use of unnatural, paid techniques to optimise a site.
Such techniques include paid directory listings, search engine advertising (banner ads, sponsored links, etc.), and pay per click campaigns.
There are many advantages to running an SEM campaign. Traffic that is paid for is somewhat predictable. It allows a business owner to forecast sales volume based on prior performance and budget for advertising expenses.
Search engine marketing reaches a large number of consumers, and they are usually part of a pre-qualified, targeted audience. The search engine company that you advertise with will offer their own form of promotion to boost your click through rate, and receive more revenue from you.
Increased inbound links and visitor traffic aids in reaching the top of SERPs. The design and content of advertising is nearly limitless, allowing the marketer to be creative and change material often. The conversion rates are usually higher.
Of course, running an SEM campaign can be quite costly, particularly if you are paying for click-throughs on the most popular keywords. Some consumers tend to shy away from companies that utilise certain techniques, such as sponsored listings, seeing them as spammers.