SEM stands for Search Engine Marketing. By it we mean a technique to garner traffic or hits on one’s website by purchasing relevant ads on search engines.
If you are looking to promote your website then SEM is the way. It is a method to promote website on search engine results pages (SERPs) and includes both Pay Per Click advertising (PPC) which is a means to list websites on sponsored listings, based on a bidding system for keywords, and also includes organic optimization.
The efforts of Search Engine Marketing are very much measurable. It will serve to any business objective that you desire. Let’s say if the objective is to create general awareness, then you can track “impressions” and “clicks” on both organic as well as paid search engine listings. Or if your objective is to assess your brand preference over other brands or even if you want to check performance of some new text ad creative, this can be done via “click through” and “conversion” rates. On the other hand, if your objective is to bring about qualified leads, you can keep a tab of the same through online registrations (for newsletters, events or white papers), downloads (trials or demos), or enquiries generated through an email campaign. Lastly, like any business if your objective is to generate sales through the campaign, you can watch out for sales through eCommerce or offline sales via printable coupons or phone call tracking.
A search engine marketing analysis will help you answer various questions. Some of these include finding out who has visited your website and what is their geographical location, what are the search terms or through which referral sites did the visitors find out about the business, if there is any section of your target audience who seek your products or services which you might be missing out on, the possibilities of ranking higher in the top search engines, if there remain any websites or directories using the listing of which you can generate referral traffic and most importantly to discover how to interact with the customers directly using social networking.
SEO or Search Engine Optimization is the process of optimizing the service, business, content placed on your website for relevant, targeted keywords so as to achieve high “organic” or non-paid search engine rankings. SEO is as such a long term optimization strategy which is laid out to attract more traffic to your website. While SEM similarly involves transferring traffic to your website, it does so via paid advertisements, like PPC (pay-per-click ads) and other paid contextual placements. An optimization strategy is said to be well rounded when the focus is on both organic and paid search strategies.
We at Webship shall do that for you. We will work with you to target keywords which are applicable to your business and suit your target customer set. Selection of such keywords is most likely the most important part of your SEM campaign, so advisably don’t go about it in an haphazard manner.