Search Engine Marketing (SEM) is the process of allowing the marketers to target. In SEM, you choose whom to target, what resources to use, What strategy to use for achieving the goals. So it is necessary to fuse SEM with the marketing goals of the company. SEM is all about coming up with certain keywords which will generate more outreach, traffic online and improve search results. SEM can take the company to great heights. By clicking on the ads, the ranking and the outreach of the ads increases.
Search Engine Marketing is broadly divided into SEO and PPC.
Search Engine Optimisation (SEO) is the process of creating a wider presence of the company online by using certain keywords. It is a ost effective technique as it is free.
Pay Per Click (PPC) marketing is the process of paying search engines to display the ads of the company. This is an expensive affair as it involves money.
Search Engine Marketing allows highly motivated customers to buy the products and services by clicking the ads which are in front of them. No other advertising medium can do this. If SEM has to be adopted, it should be done by adopting the keyword management strategy. It is the process of creating keywords which will help in increasing the online outreach. Through this process, one can identify the most words used and the least words used. Words should be sorted such that certain words are used for certain campaigns or links such that traffic is optimal.
SEM is done extensively on Google Ads, Bing Ads and Yahoo Ads. Out of these three, Google Ads is the most extensively used platform. One must not confuse themselves with SEM and SEO. SEO is done to provide better search results, whereas SEM is done to increase traffic by targeting search engines via paid advertising.