What is Search Engine Marketing (SEM)?


Wondering what search engine marketing is? What is the SEM? Our video covers what search engine marketing is and how it differs from search engine optimization. You can run search engine marketing ads through popular channels such as Google AdWords, Bing Ads, Pinterest Ads, Yahoo Gemini and more.

Search engine marketing is also known as paid search marketing and involves targeting keywords or marketing your ads for specific keywords or search queries. Search Engine Marketing is a form of pay-per-click (PPC) advertising where advertisers can pay for each click on their website.

Our tutorial and search engine marketing tips will help you simply understand what it means and what it is. Ultimately, your goal is to publish ads and have paid listings on search engine results pages. Those ads will generate your brand visibility and additional paid traffic to your website. The optimal SEM solution is when paid traffic from search engines offers you a positive return on advertising spending (ROAS) and a return on investment.

Important Terms:

PPC or Pay-Per-Click or Pay-Per-Call: PPC can refer to you by paying for every click on your website or for every phone call to your business. There are mobile call-only ad formats where customers can click to call your company directly.

CPC or cost per click: the final amount you spend divided by the total number of clicks will give you your cost per final click. For example, if you spend $ 100 and generate $ 200 clicks, your CPC is $ 0.50 / click.

CTR or clickthrough rate: Your final total clicks on your ad divided by your total impressions will give you your clickthrough rate. In general, a high CTR against competitors means an organized and optimized campaign.

About the video:

First, we cover the definition of search engine marketing, which are paid ads on search engine results pages. If you go to Google or Bing or any other search engine with paid ads, those are search engine marketing ads. There are many channels where you can post SEM ads, but Google AdWords is by far the largest SEM channel for advertisers.

We show you some different examples of search engine marketing ads through Google, Bing and Pinterest. There are lots of examples and a quick Google search will usually help you understand what SEM ads are like.

An important thing to keep in mind is that your SEM ads can be images that include product listings. These campaigns are managed by loading your product feed in Google Merchant Center and running Google Shopping campaigns. Instead of your standard SEM text ad, you can run SEM visual ads that include images of your products, descriptions, reviews and more.

Search engine marketing ads are constantly changing. They used to be just standard text ads that you can click to access a website. Today, you can run mobile ad formats that can be clicked so that people can call you with one click. You can run Site Link Extensions and display 4 different important pages on your website. You can run Review Extensions and show people the average reviews of your business, which can build trust instantly. You can run structured snippets, which can show brands, services, neighborhoods, products, promotions and more. You can run Application Extensions so that people on a mobile phone can simply download your application, giving them a better user experience. You can run Location Extensions and show where your business is, which can generate additional pedestrian traffic.

There are so many different things you can do with Search Engine Marketing ads. The main benefit is that you can place your ad directly where people are looking for it. It's like having your plumbing ad directly in front of people looking for plumbers at that exact moment. You have replaced all Yellow Pages type ads (although they still exist) because you can dynamically change your SEM ads throughout the year.