Search engine marketing (SEM) is also known as search engine advertising.
On sites like Google AdWords and Microsoft AdCenter, you bid for your preferred keywords against other advertisers. When these words appear in users’ search queries, your ad appears alongside the search results – usually labeled as ‘sponsored links’ or ‘sponsored results’. Most SEM is on a ‘pay per click’ (PPC) basis, under which you only pay when a user clicks through from an ad to your website. Thus SEM is very cost-effective, since the ad is only triggered by relevant search terms and you only pay for actual traffic delivered to your site. Google Adwords and Microsoft AdCenter both provide some online advice in choosing keywords and managing SEM campaigns. Just as for SEO, if you decide to use a SEM consultant: •Ask for references from his / her previous clients and check them out. •Recognise that you will need to commit to working with them for several months. •Agree on a budget and target results before you start.
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