SEM – Search Engine Marketing is the process of buying keyword search advertising. If the key search words determined for the business or organization are too competitive to show up via SEO organically, then SEM is a pay to play option. Search Engine Marketing should also be used to generate more traffic to the website on keywords that relate users to your service or product, that may not be searching for your particular brand.
Google just changed (Feb 2016) these ads to show 4 at the top of the search results page, and removed the right side ads. They will probably change again however I expect this to stay in place until 2018.
The process of buying a keyword or group of keywords is based on an auction system combined with setting a budgeted amount of what you are willing to spend over a certain time period. Higher competitive businesses such as financial services will have to bid a higher dollar amount for their keyword purchases. The management of finding the most searched keywords and the lower cost keywords to get the best efficiency for the ad money spend, requires using expert ad word managers. Best results are derived over a long term monthly campaign. SEM done correctly provides a consistent flow of new business leads thus paying for itself and generating a good ROI – return on investment.
- The SEM program for Google is called AdWords. Lee is AdWords Certified by Google.
- The SEM program for Bing is called Bing Ads.
- The SEM program for Yahoo is called Yahoo Search Ads.