Search engine marketing is the practice of advertising a website in the search engine results pages to get more business. Search engine marketing is offered by the search engines using a bidding system of pay per click, that is the customer pays for each click they receive not each view.
SEO – search engine optimization is a system that webmasters use to rank their websites in the search engines by optimizing their websites to display various keywords. Search engine marketing also uses a keyword system, except search engine marketers do not need their websites to feature the keywords they bid on.
The process of advertising with SEM is simple. You choose your keywords either from keyword research you have previously completed or you use the SEM’s keyword search tool to find keywords. When searching for keywords you are looking for three things. One, a keyword that fits your niche advertisement, two a commercially valuable keyword, and three, you don’t want to pay too much per click. But the higher the price is the more commercial value the keyword has. A keyword with more commercial value is likely to be a buyer keyword and it is likely to attract a buyer that is ready to purchase. Keywords with less commercial value may be information seeking keywords with which you need to warm up the buyer with a blog post and persuade them to buy.
The problem with SEM is that if you don’t set yourself a daily budget you can burn through your cash quickly. Like SEO your content (advertisement) needs to be persuasively written to get the prospect to buy or you will be getting non-targeted clicks that will be worthless. Another tip is to have heat maps set up on your website to gauge whether your ad is converting. If the prospect is visiting your website but is not ready to buy, it is likely that there is a problem. Either the keywords that you selected are wrong or your ad is not convincing enough, and they are clicking through for a look with no intention to buy.
To recap, Search Engine Marketers pay to have their business listed in the search engine results pages (SERPS) by bidding on keywords. Paid search is a simple process of bidding on keywords and writing a short ad that will be listed at either the top or bottom of a search engine results page (SERP). SEM is charged per click, not per view. The more a keyword costs the higher the commercial value is likely to be. To stop burning through all your cash too quickly it is important to set yourself a daily budget. Search Engine Marketing is a fast-track strategy for putting your business offering in front of your prospects without having to pay for SEO and rank your site in the search engines organically. Although both work well together.