Search Engine Marketing (SEM), is the process of attracting traffic through many of the big search engines like Google and Yahoo. In some respects, SEM is a blend of both SEO (Search Engine Optimization) and PPC (Pay Per Click). SEM can be a huge benefit to your organization if done well, including a positive return on investment, giving your business increased prominence online, a potential to improve lead generation, exposing your distinct brand to customers, and ultimately leading to an increase in sales and revenue.
As previously mentioned, SEM will need to consider both SEO and PPC to receive the best end result, which is top billing in the search engines. SEO aims for building content and sites that naturally rank in the search engines through other sites "voting" for them and considering their content worthy of a top spot. PPC, on the other hand, is a fast way into the search engines and directories.
SEM must blend both strategies, by incorporating them in a way that encourages return visits and unique visits from end users and continued quality content that will ultimately float you to the top of the desired results page.
PPC allows you to rank ads immediately near the top of the search results but come with a risk because you are hoping to attract customers by bidding on the price of related keywords that will bring them to your business for an eventual conversion or transaction. It's important to choose the proper keywords or else you risk advertising yourself for an audience that is not interested in your offerings. Beginners in search engine marketing might want to consult with an experienced service that can advise them appropriately.
If you are new to SEM, be sure to track your website traffic and analyze the type of visitors and return visitors, and which ones are converting to paying customers. In the same respect, you can track the generation of leads and SEM will help you determine how many conversions have taken place. By evaluating the trends, you can see whether you are getting the best bang for your buck or if it's time to move onto different PPC programs or using different keywords to attract customers. All in all, the benefits to your business can be astronomical if you keep a close eye on trends and constantly tweak your campaigns.
Besides SEM, offline marketing is another aspect of marketing to be concerned with. Offline marketing is considered all other types of marketing that do not include online searches or advertising for the material you are targeting. With offline marketing, you are targeting a wide audience in the hope that a few will show interest in your advertisement and convert into a buyer. This approach is usually more expensive and does not allow for immediate revision if necessary.
Even with beginners search engine marketing, you know that the end user has already been pre-screened by taking the time to type in the keywords that direct them to your business or service. SEM allows for a large number of listings over multiple keyword phrases that can bring in more traffic and conversions.
Search engine marketing for beginners is a wonderful opportunity to state your campaigns in front of the audience that is searching for them. Making sure your campaigns are appropriately targeted is the key to converting versus users just passing by.