Search Engine Marketing (SEM) in simple terms is the promotion of websites on search engines through paid advertising such that the websites are visible in Search Engine Result Pages (SERP).
SEM is thus buying traffic through paid listings on search engines. Apart from Google – the behemoth search engine, the other two important ones are Yahoo and Bing.
SEM is one of the most effective ways to grow visibility, traffic and business in an extremely competitive business environment. Advertisers bid on certain keywords relevant for their business and when a user of say Google or Bing searches for something using that keyword/s, these advertisers or their ads show up alongside the answers to the queries on the SERP. SEM’s USP is that it puts the relevant ads right in front of the motivated potential customers who are ready to buy at that precise moment.
SEM is a non intrusive form of marketing. Marketers understand that the person is on a hunt mode and is looking for information which may directly or indirectly be of commercial nature. Keyword research plays a critical role as selecting and bidding on the right set of keywords can give the advertiser excellent results.
Many forms of search is now evolving including voice search and search within app environments. Many countries have their own general purpose or specialty search engines locally build up to meet the needs of their local population.
We at BPM help suggest the right keywords and execute & optimize the search campaign for our clients to deliver best results.