Search Engine Marketing
Search Engine Marketing or SEM (the term which is most
commonly used in our daily conversation), is that Internet Marketing tool which
helps a business to promote its website and increase visibility in Search
Engine Result pages primarily through Pay Per Click (PPC) ads.
Alright, let us discuss SEM in details with an example. I am
sure it has become an integral part of your day to day life, and trust me, its
all about that! Engaging Customer in various ways what Search Engine Marketing
is!! Let’s check it out…!
What exactly comes to your mind when you hear “Search Result
Pages”? Do you get confused between what kind of “pages” people are talking
about? Or What is this Search Result all about?
Let me clear your doubt that Search Engine Result Pages that
which is humbly represented as SERPs are nothing but what you actually see after
putting your query in Google Search or Yahoo or Bing Search. In other words, the
page which first opens up with the answers to your query is a Search Result Page.
Below is the screen snap for your ready reference.
a.
Depending upon the nature of fed keywords or
requirement in the Search Term, The Search Result Page format varies by an
edge. For example, if you are looking for “buy ethnic wear online”, the page
format will somewhat be like below, highlighting Product Listing Ads (PLAs):
b.
In case you have further narrowed down your search,
say “ethnic store near me”. The Search Result Page would somewhat give you the
result with the map with some site links and further suggestion (PLAs)on the
right side, as below.
c.
There are many successful and emerging
businesses who prefer a lot to position themselves well in Digital Marketing
space through SEM. One of its kind promotion is below, where you can find
further details about the business on the right side of the page. It has
altogether a separate set of practices which from Business Owners point of view
is an online brand promotion through Google Business. With this example, it
would be right to mention that updating the map/business address in Google Webmaster/Search
Console; adds extra benefit to your Brand visibility. Secondly, besides your preferred
target audience, the Bots will automatically take the details from your website
through the sitemap link of a similar search. It is considered to be one of the
most important parameters of Organic Search in SEO.
d.
The fourth type is the actual Pay Per Click
(PPC) ads. These ads majorly contribute to SEM. You will find such ads on the
top or the last of the search result pages. It mentions “AD” in a box in the
URL prefix to inform you that it’s a paid ad where the advertiser will be
billed by the Host of the Search Engine (Google/Bing/Yahoo etc) when their ads
will be clicked. This is the reason why it has been named Pay Per Click ads.
The objective of such paid campaigns is simple. The advertisers always look for
qualified leads. It would be nice to mention that Paid Campaigns too are of
different types. They are Search Advertising, Display Advertising, Remarketing
ads, Social Media Adverts (which is due for my later blog). Depending upon the quality
of your content, the target audience and bidding amount; your ad placements and
their visibility are derived from the Search Engine drivers. Bidding of the Paid
campaign is yet another aspect to be well understood before stepping into the casino
of Digital Marketing.
Just a run through, referring to the PPC ads, you will find
a Headline with description, a display URL, Description copy, review (it
depends upon how have you been able to collect review) with some site links and
keywords. As per the recent update, Google has expanded its Meta Description
tag and snippet description copy as well by 250-300 words. It is modified in
order to give more information to the target audience as a quick view of the
visible sites. It is hence, much easier for the audience to select a particular
site based on the required information.
I am sure this blog would have definitely helped you to
understand the basic concept of Search Engine Marketing (SEM).
Watch for my next blog in continuation of the Search Engine
Marketing. Till then, happy reading!
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