Search Engine Marketing
Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.
In this guide, you'll learn an overview of search engine marketing basics as well as some tips and strategies for doing search engine marketing right.
Search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase.
SEM vs. SEO
SEM versus SEO: What’s the difference?
Generally, “search engine marketing” refers to paid search marketing, a system where businesses pay Google to show their ads in the search results.
SEO is different because businesses don’t pay Google for traffic and clicks; rather, they earn a free spot in in the search results by having the most relevant content for a given keyword search.
Both SEO and SEM should be fundamental parts of your online marketing strategy. SEO is a powerful way to drive evergreen traffic at the top of the funnel, while search engine advertisements are a highly cost-effective way to drive conversions at the bottom of the funnel.
SEM Keyword Research
Before you can choose which keywords to use in your search engine marketing campaigns, you need to conduct comprehensive research as part of your keyword strategy.
First, you need to identify keywords that are relevant to your business and that prospective customers are likely to use when searching for your products and services. One way to accomplish this is by using WordStream’s Free Keyword Tool
Simply enter a keyword that’s relevant to your business or service, and see related keyword ideas that can form the basis of various search engine marketing campaigns.