what is Search engine marketing

2. Table Of Content • Concept Of Search Engine • Types Of Search Engines • Concept Of Search Engine Marketing • Difference between SEO and SEM • What Does Search Engine Marketing Include? • Types Of SEM • Two Models of SEM • Components Of SEM • Objectives Of SEM • How SEM Works • Advantages Of SEM • Disadvantages Of SEM • Conclusion

3. Concept Of search Engine • A search engine is a software program that helps people find the information they are looking for online using keywords or phrases. Search engines are able to return results quickly—even with millions of websites online—by scanning the Internet continuously and indexing every page they find.

4. Types Of search Engines

5. Yahoo • Baidu • Bing • DuckDuckGo • Google • Yandex • AOL • ASK • Ecosia • Excite • Brave Search • Openverse • Startpage • Swisscows • Hybrid search engines • Crawlers • Directories

6. Concept Of Search Engine Marketing • Search engine marketing (SEM) is a method of promotion and advertising to help companies' content rank higher among search engine traffic. Like search engine optimization (SEO), search engine marketing helps companies improve the way content is ranked by search engines.

8. Difference Between Search Engine Marketing Search Engine Optimization SEO stands for Search Engine Optimization. It is a part of SEM. Results will take time to appear. Suitable for low-budget companies.  The Click-Through Rate (CTR) of SEO is higher than SEM. Traffic potential is unlimited. It is inexpensive. Long-term benefits. SEO improves the visibility of the website. Competition is lesser due to the requirement for organic content. The SEO search result doesn’t target any audience. Example: Backlinks creation • SEM stands for Search Engine Marketing. • It is used for traffic generation and is a superset of SEO. • Immediate result. • Suitable for big-budget companies. • The Click-Through Rate (CTR) of SEM is lower than SEO. • Traffic potential is limited depending on the budget. • It is expensive. • Short-term benefits. • SEM improves the sales of a small business. • Competition is higher in the targeted areas. • SEM search result targets the selected audience. • Example: Google Ads

9. What Does search Engine Marketing include • “SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines.” That clearly includes pay-per-click, local search ads, product listing ads, and all advertising efforts with regard to search engines.

10. Types Of SEM • Technical SEO • Local SEO • Search engine marketing • Pay-per-click services • Ad campaigns • Keywords • Organic SEO • Text ads • Blog • Brand management • Content marketing • Ecommerce SEO • Negative SEO • Social media • Google Trends • International SEO • Mobile SEO • Remarketing • SEM • Semrush • SEO coaching

11. Two Models Of SEM • SEO and PPC are both forms of marketing on search engines. Organic search marketing and paid search marketing are different channels, but the goals and platforms are ultimately the same. To attract the right visitors to your website so they can purchase, sign up for a service, or find an answer they are looking for.

12. Components Of SEM • Keywords: Keywords are the foundation of Search Engine Marketing (SEM). Advertisers select relevant keywords that users might use when searching for their products or services. • Ad Copy: This is the text that appears in the ads. It should be compelling, relevant, and include a call to action. • Ad Extensions: These are additional pieces of information that enhance the ad, such as site links, callouts, and location information. • Landing Pages: Landing pages are the web pages where users are directed when they click on an ad. These pages should be relevant to the ad and optimized for conversions. • Quality Score: Quality Score is a metric that measures the relevance of your ad to the keywords and landing page. It impacts your ad’s position and cost. • Bid Management: Advertisers set bids for their keywords, indicating the maximum amount they’re willing to pay for a click. Effective bid management is crucial for optimizing campaigns. • Click-Through Rate (CTR): CTR is the ratio of clicks to impressions. A high CTR indicates that your ads are resonating with users. • Conversion Tracking: This involves tracking the actions users take after clicking on an ad, such as making a purchase or filling out a form.

13. Objectives Of SEM • Search Engine Marketing refers to a variety of techniques and strategies a company can use to generate more visitor traffic from search engine results pages (SERPS) to a website. The goal of SEM is to promote a website's visibility using paid search, contextual advertising, and organic search rankings.

14. How SEM Works • Search engine marketers first identify keywords with large search volumes and then buy ad space on the SERPs for those keywords. These campaigns pay per click (PPC), which means the marketer pays the search engine provider every time a user clicks its ad.

15. How To Use SEM To create a successful SEM campaign strategy, marketers make use of a variety of strategies and tools, including the following: • Keyword research • Budge • Ad groups • Design and test landing page • Create the ad • Make a bid • Monitor the campaign.

17. Advantages Of SEM • Highly measurable: SEM campaigns are very measurable; with tools like Google Ads, you can track your results and see how your investment is performing.  • Real-time monitoring: You can monitor your SEM campaigns in real-time to see how everything is progressing and make changes as needed.  • Pay per click: You only pay for the results. You can control the maximum daily budget you are willing to invest and the maximum cost per click and make sure you’re not wasting money. • Speed: SEM campaigns can be set up quickly and start delivering results in a matter of days or weeks. • Within everyone’s reach: A SEM campaign's budgetary investment is scalable, so it works for large companies and SMEs. They all compete in equal conditions to reach the first positions for keywords. • Targeting: You can target your SEM campaigns to specific demographics, interests, and past behavior.

18. Disadvantages Of SEM • Cost: SEM can have a higher long-term cost since it works as long as you pay. Although, over time, you can optimize your campaigns and reduce costs per click.  • Competition: There is a lot of competition for SEM keywords, so you may have to pay more to get your ad seen. This competition causes costs to rise, and sometimes it can be difficult to get a good ROI. • Ad Blockers: Some people use ad blockers, which can prevent your ads from being seen. • Interruptive: Some people find SEM ads to be intrusive. 

19. Conclusion • Development of the internet and the increasing number of users and daily searches proves the fact that search engine marketing has become and it will remain to be an important part of modern marketing. It has a strong potential to reach people, as internet has become a main source of information, and it generally makes things easier, allowing online shopping, booking, etc. Whether you are a local plumber or an international clothing brand, you can find a lot of benefits from being present online.  • First of all, having an online presentation will help you get discovered. There are differences with organic and paid reach, but the goal is to allow people to find you, to contact you, and eventually become your customers. Increasing the reach of your products or services is the ultimate goal you want to achieve with search engine marketing, regardless if you use organic or paid reach to achieve this goal.