Search engine marketing (SEM) is a digital marketing approach that is used to boost the visibility of a website in search engine results pages (SERPs). While the phrase used to apply to both organic and paid search operations, such as search engine optimization (SEO), it now nearly solely refers to paid search advertising.
Search engine marketing allows advertisers to spend their marketing budgets efficiently by only paying for impressions that result in visitors. The ranking of a website in organic search results is incrementally improved with each visitor.
Search engines utilize complex algorithms to deliver the most relevant results for each search, incorporating location and other accessible information.This means sponsored ads appear at the top and sides of search engine results pages to obtain greater attention and prominence than organic results.
In contrast to social media marketing (SMM), where users are not explicitly searching for anything, consumers who enter search queries with the intent to find commercial information are more likely to make a purchase.
When consumers are open to new information, search marketing reaches them exactly when they need it. There is no doubt that SEM is the fastest method for generating traffic to a website.
SEM specialists mostly target Google Ads (previously Google Adwords) and Bing Ads.
Google AdWords is essentially two networks: Google Search Network and Google Display Network. The first network is made up entirely of Google-owned search-related websites, while the second includes assets such as YouTube, Blogger, and Gmail. Customers may buy advertising on both Yahoo’s and Bing’s networks using Bing Ads.