Search Engine Marketing
Search Engine Marketing (SEM) is for when you’re finally serious about being found online. Search Engine Marketing builds on the core practice Search Engine Optimisation, to include paid advertising with search engine advertising programs such as Googel Adwords, Yahoo! and Bing. Search Engine Marketing can also included more advanced Search Engine Optimisation activities such as dedicated landing pages, keyword dense article creation and submission to directory sites, and more. These activities are often included in SEO work, and so Greenifelds prefers to focus on the paid advertising dimension to SEM.
Search Engine Marketing with paid advertising programs means your adds can be guaranteed page one results, immediately, whereas SEO works to ‘organically’ increase your search rankings over time, and to ensure they stay well ranked. Because of this, SEM is a more precise and direct tool, usually only worth the expense when you have something you immediately want to get new visitors to look at, like a special promotional campaign, a new product or your new website. That said, many businesses have found that the detailed targeting of search engine advertisements (to the hour of day in specific geographies for example) combined with its low cost compared to traditional print advertising means that the increased Return on Investment has cemented SEM as a mainstay in their advertising budgets.
You’ll need this if:
- You want to quickly attract new visitors to your online brand presence (ie your website), product or promotion
- Or you sell products online and want to guarantee you’ll attract new customers
You won’t need this if:
- You can’t afford a few dollars a day to attract new customers
- Or you’re happy to wait for organic search results to deliver new sales leads to you
There are lots of different types of Search Engine Marketing payment models to choose from, such as Pay-Per-Click (PPC) and Cost-Per-Thousand-Impressions (CPM), considerations about which search engine program/s to use, and other options such as whether to extend into their broader distribution network (on websites in addition to search results) or not.
Greenfields can help you navigate the Search Engine Marketing landscape to ensure the right strategy and tactics for your business are implemented. Greenfields can even manage the process end-to-end for you. Get in touch if you’d like to know how SEM can work for your business.