Search Engine MarketingSearch Engine Marketing is the paid placement of your website next to the natural listings on the results pages of search engines like Google. Paid advertising on search engines is sometimes called Pay Per Click (PPC) search marketing, since you only pay when a potential customer clicks on your advert and visits your site.
Search Engine Marketing Guarantees Results
Search Engine Marketing guarantees you a certain amount of traffic to your website, as long as you outbid your competitors. If you place a well-written advert at the top of the results page for a popular search phrase, then you will get very good exposure resulting in a steady stream of traffic. As long as your site effectively converts visitors into sales then this can be a very effective strategy. Search Engine Marketing lets you track visitors to your site, so you can be very sure of the return on your investment. SEM allows you to test the conversion rate of different sales pages on your website, profile what time of day people typically search for your keywords, show which one of your unique selling points appeals the most to potential customers, and much more.
Search Engine Marketing Helps SEO
Finally, because of the low set-up costs involved, search engine marketing is a good way of testing keywords that you are thinking of using for a full Search Engine Optimisation campaign. There can be a huge difference between your website’s conversion rate for different search phrases. For example, your website might convert 1% of visitors searching for “mortgage deals”, but nearer 10% of visitors searching for “bad credit mortgage deals”. This sort of information can be very useful when planning your SEO campaign. Large PPC campaigns can be time-consuming, so you can free up time by outsourcing PPC management to a dedicated search engine marketing company. There are also a number of traps and pitfalls that a reputable search engine marketing firm will guide you past, particularly when first setting up your campaign and trying to interpret the search data.