Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.
SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.
Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable. Some of the latest theoretical advances include search engine marketing management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO. For example, some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor. SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better results than focusing on only one pillar.
In SEO and SEM terms, rank (or ranking) refers to where a Web site or Web page is ranked within search engine results. For example, if your Web site is about microphones, when a person queries “microphones” in a search engine, your ranking indicates where in the search results your Web page.
In some contexts, the term SEM is used exclusively to mean pay per click advertising, particularly in the commercial advertising and marketing communities which have a vested interest in this narrow definition. Such usage excludes the wider search marketing community that is engaged in other forms of SEM such as search engine optimization and search retargeting.
SEM is a type of Internet marketing associated with the researching, submitting and positioning of a website within search engines to achieve maximum visibility and increase your share of paid and/or organic traffic referrals from search engines.
In Web analytics, the study of the impact of a Web site on its users, basic metrics is the term used to refer to the data in analytics programs that will give you an indication of who your site traffic is and where they are visiting from. Traffic sources metrics consists of the following data:
SEM involves things such as search engine optimization (SEO), keyword research, competitive analysis, paid listings and other search engine services that will increase search traffic to your site.
You will learn:-
- Understanding Adverting Goals
- Keyword Research
- Creating Campaign and ads groups
- Bidding Strategy
- Campaign reporting
- Billing & Accounts
- Search Advertising Module
- Display Advertising Module
- Video Advertising Module
- Mobile Advertising Module
- Re Targeting Module
- Keyword Planning for Paid Marketing
- On page Optimization for Paid Marketing
- Landing Page Creation
- Ad Making Strategies
- Geo Targeting of Ads
- Campaign Designing
- Campaign Optimization
- Conversion Tracking
- Conversion Optimization
- Geo Targeting in Paid Marketing