Search Engine Marketing or better known as SEM is a critical and one of the most important tasks of digital marketing service provider. Internet has become the basis of every day’s life around the globe. Companies looking for marketing of their products just cannot ignore the mammoth potential of internet. It is utmost necessary to make a mark on the web world as well to make a mark on customer’s mind.
Search engine marketing is the act of marketing a website to improve its performance and enables them to get noticed in the search results of various search engines like Google, yahoo or MSN. It is a form of marketing as a result of which certain websites are promoted by increasing their visibility in search engine result. It is a major form of internet marketing.
There are 2 major components of Search engine marketing which are paid search marketing and search engine optimization. Paid search marketing is a model where websites are promoted in a certain way to direct users to the site.in this form certain ads are placed by the search engine’s marketing programs and advertisers pay only when someone clicks on those displayed ads. In search engine optimisation, some techniques are employed to improve a website’s search rankings in the search results naturally by including certain keywords in the content. SEO basically try to achieve top ranking in the search results without using any paid means. Once, search engine optimisation was the sufficient methodology for the desired results when there were not enough documents online competing for attention of the end users. In present times, it is just not sufficient.
Few of the SEM is Google Adwords, Bing Ads and Baidu. SEM is a fairly new, but rapidly growing field. In 2012, North American advertisers spent US$19.51 billion on search engine marketing. SEM is growing much faster than traditional methods of advertising and even other channels of online marketing.
Companies are increasingly using SEM to promote their products and services online as a large number of customers are targeted through this mode. Also this kind of marketing is measurable and is more interactive with the customers.