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 What is SEM in Digital Marketing ?

SEM in Digital Marketing

Search Engine Marketing (SEM) is a marketing method utilising paid methods to gain visibility on the search engines. It is also known as PPC (pay-per-click).

SEM in Digital Marketing is different from SEO (Search Engine Optimisation) in the sense that SEM uses PPC advertisements like Google Ads and Bing Ads to reach your target audience. The marketing Industry used to refer to SEM as both an organic and paid activity used to attract customers towards a business; however, now it is only used in reference to paid ads.

It involves everything from setting up and optimizing paid ads, to managing the account to increase conversions and returns.

How Does SEM Work?

Search engines are embedded with sophisticated algorithms to ensure that the most relevant results for a keyword are displayed for each search, including location and other available information.

In paid search advertising, sponsored ads appear at the top of and on the side of search engine results pages. This result is a more unique display of these ads, separate from the search results, which helps in gaining more visibility and distinction than the organic results.

For example, let’s imagine you are looking for a product or service online. You go to a search engine and type in the word that you are looking for (also known as keywords).

In your search results page, you will find various company ads whose keywords match the keywords in your search.

These ads appear in unique locations on the page – along with the other search listings that match your keywords. The paid listings at most times match your specific search, making it likely that you will click on them.

Similarities in SEO and SEM

Let’s us look at the similarities between these two approaches of marketing.

SEM and SEO:

  • Make your website more visible on search engines, and both methods will result in your site showing up higher in the SERPs through optimisation for keywords.
  • Attract a higher amount of traffic that matters to your webpage. Both strategies drive users to click through to your site; the difference being one is a paid tactic; the other is organic.
  • You need to have a good understanding of your audience for both strategies to be successful.
  • Use keyword research to discover and target relevant keywords. Both require researching keywords to understand what your competition is targeting.
  • Require continuous testing and optimization. Both require rigorous monitoring and tweaking to be successful long-term and deliver a solid ROI.

But Why is SEM Important?

Due to the increasing number of consumers researching and shopping for products online, search engine marketing has become a crucial online marketing strategy for increasing a company’s reach.

In search engine marketing, advertisers only pay for online users who actually click on the ads, making it an efficient way for a company to spend its marketing dollars. Not to mention the increase in the website’s rankings in organic search results.

Since consumers click on advertisements with the intent of finding information of a commercial nature, they are in an excellent state of mind to make a purchase, compared to other sites such as social media where users are not specifically searching for something to purchase.

Results are immediate with SEM in digital marketing. It might be the fastest way to drive traffic to a website.

If you are looking forward to use SEM to achieve your marketing goals, it is always good to approach a marketing agency having experience and expertise in this regard. Such an organisation would used advanced tools and hard-earned knowledge to create the best advertisements for your business and find the most relevant placement.

When talking about the best marketing agencies in India, AdLift does come to mind and for good reason; they’ve managed the marketing goals of reputable companies such as Max Life Insurance, Titan Eye Plus, and many other organisations.

You wouldn’t need to doubt their skills; all the parameters of their success are listed on their websites, which displays the progress that they have made with their clients. Check out their website now!


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