Lori Meloche

Blending paid advertising with search engine marketing can produce powerful results. The terms paid search and search engine marketing, or SEM, commonly are used to refer to paid listings. Among some of the most common activities involving paid advertising and SEM include:

  • Paid Search Advertising
  • Paid Search Ads
  • Pay Per Click
  • Cost Per Click
  • Cost Per Thousand Impressions

If you are new to  pay per click services, it’s a good idea to develop an understanding of the methods used for SEM. By far, the most popular paid search platform is Google AdWords. However, there are also other platforms, including Bing Ads, as well as advertising options that have become available on social media networks, including Facebook.

It’s important to be aware that each platform offers its own unique approach to paid search and search engine marketing. For this reason, marketers should take the time to get to know the platform they are considering using. The goal of any type of search marketing activity is to have your business or organization appear on the first page of major search engines, such as Google. Although paid advertising does involve an investment, it can also bring instant traffic to your website and help you climb to the first page of search results quickly. Given that most online users never look beyond the third page of search results, getting listed on the first page is critically important to online marketing success.

Effective search engine marketing requires competitor and keyword research, as well as intensive planning, conversion analysis, and optimization of each paid campaign. For this reason, many people simply prefer to hire professional internet marketing services to assist them with their search engine marketing and paid search marketing efforts.

Mobile marketing has also become incredibly important to succeeding online with any search marketing campaign. Unfortunately, too many times, marketers overlook the importance of mobile marketing. This form of marketing can take place through a variety of mediums, including text messaging, QR codes, targeted local advertising, and more.

Social media marketing has also become vital to paid and search engine marketing. The ultimate goal of social media marketing is building brand awareness and community engagement. Paid social advertising can also be utilized to target specific audiences, increase website traffic, and obtain new customers and followers.

Hyperlocal online advertising has also found its place in search engine marketing efforts. With this method, marketers use online marketing techniques to encourage customers to visit local stores. Retargeting and pay-per-click options can prove to be highly effective for local businesses in this regard. It’s even possible to market within a specific mile radius of a neighborhood to hone in on a target audience to an even greater degree, thus deriving maximized results and return on investment.

Paid advertising and search engine marketing, when handled correctly, can deliver incredible results to both new and established businesses, including boosting website traffic, increasing conversions, and improving a bottom line.

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