What exactly is search engine marketing

TommyCarey Level X³

October 5, 2016, 10:11 pm

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What exactly is search engine marketing

A lot of people always confuse search engine marketing (SEM) and search engine optimization (SEO). I'm here to shed some light on exactly what SEM is

First off, SEM doesn't really help you rank higher in the search engines because 99% of the work that is put into it is to do exactly what it's called, marketing. You're phrasing your words in a way to increase your sales and you're not really focusing on backlinks to increase your rankings.

Now even though you're not trying to rank your website higher when doing an SEM campaign, the search engines are still involved. The search engines are still involved because of their PPC platforms. You will need to word your ads in a way so that they increase the click through rates and increase conversions. A nice little trick I like to do is add some numbers into the title and description in order to have them stand out among the other ads

This type of marketing also spills over into your banner advertising. You can put up an ad that says "Buy The Shoes On My Website!" or you can have it say "50% off all shoes - Click Here" and it will convert much more than the first title. That is because you put a little marketing tweak on the ad. Both titles show that your website sells shoes, but one shows a discount and tells the person to click. Remember what I said about adding numbers to my PPC ads? Well that spills over to my banner ads as well in order to increase conversions. Another great thing about adding numbers to the ad is that people will know exactly what they're getting themselves into when they click through to your website. If your ad says your shoes are 50% off, they better be 50% off lol.

Remember a little earlier when I said that 99% of SEM doesn't involve rankings? Well the 1% that does is when you're posting on news websites or a popular blog in order to get some marketing for your business. You'll most likely post a backlink for your website somewhere in the post, and that's the only time that your rankings will get a boost because of your marketing

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Thanks,

Razzy

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Cristian

In any decent digital agency Search Engine Marketing will be done by the marketing guys, the ones that deal with anything ads, like Adwords, Bing Ads or whatever. For example, I closely collaborate with the marketing department, they really on my on finding important keywords through my extended keywords research while they are optimizing the ads but including the perfect buzz words relevant to the niche they are promoting. So yes, I agree with Mike, they do go hand in hand with each other.

8 years ago