Search Engine Marketing (SEM) — also known as Paid Search Advertising — is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs) through paid advertising.
How SEM / Paid Ads Work
When someone searches on Google (or Bing, etc.), SEM allows advertisers to place targeted text ads above or below the organic search results. These ads appear based on specific keywords the advertiser has bid on.
📌 Key Features of SEM:
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Pay-Per-Click (PPC)
You only pay when someone clicks on your ad, not for just displaying it. -
Keyword Targeting
You choose keywords your target audience is likely to search (e.g., "buy shoes online"). -
Ad Auction & Bidding
You compete with other advertisers in real-time auctions for ad placement. -
Ad Copy
You write compelling headlines and descriptions to attract clicks. -
Landing Pages
Clicking an ad leads users to a specific page on your website to convert them (purchase, sign-up, etc.). -
Targeting Options
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By location
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By device (mobile/desktop)
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By time of day
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By demographics
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🛠Popular SEM Platforms:
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Google Ads (formerly Google AdWords) – the largest SEM platform
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Microsoft Ads (for Bing search results)
✅ Benefits of SEM:
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Immediate visibility on search engines
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Measurable ROI and analytics
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Highly targeted audience
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Scalable for any budget
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Boosts brand awareness
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