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 primarily through paid advertising.SEM was growing much faster than traditional advertising and even other channels of online marketing. Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider.
There is a difference between SEO and SEM is simply that Search Engine Optimization is part of Search engine marketing or Search marketing as it is widely known. Both processes aim in increasing visibility in search engines.
Search Engine Marketing Types
Pay-per-click (PPC) also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher typically a website owner or a network of websites when the ad is clicked. it is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. it has two constructions
- Flat-rate PPC.
- Bid-based PPC.
Cost per impression(CPI) also called cost per mille(CPM), is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. It refers to the cost of traditional advertising or internet marketing or email advertising campaigns, where advertisers pay each time an ad is displayed. CPI is the cost or expense incurred for each potential customer who views the advertisements.
Search analytics is the use of search data to investigate particular interactions among Web searchers, the search engine, or the content during searching episodes. The resulting analysis and aggregation of search engine statistics can be used in search engine marketing (SEM) and search engine optimization (SEO). Search analytics data can be collected in several ways.
- Google Analytics.
- Google Trends.
- Google Insights.
Web analytics is the measurement, collection, analysis, and reporting of web data for purposes of understanding and optimizing web usage. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising companies. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign.it depends on cookies to identify unique visitors, the statistics are dependent on a persistent cookie to hold a unique visitor ID. When users delete cookies, they usually delete both first- and third-party cookies. If this is done between interactions with the site, the user will appear as a first-time visitor at their next interaction point. Without a persistent and unique visitor id, conversions, click-stream analysis, and other metrics dependent on the activities of a unique visitor over time cannot be accurate.
Search Engine Marketing Methods
Search engine marketing uses at least five methods and metrics to optimize websites. these methods are
- Keyword research and analysis.
- Website saturation and popularity.
- Back-end tools.