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Search Engine Marketing (SEM) or Pay Per Click (PPC)
SEM/PPC advertising is paying for your website to have a prominent position on the relevant search results page of a specific search engine, Google and Yahoo for example. It involves the placement of a small ad on the search results page for a specific keyword or keywords in return for a specified payment when a visitor actually clicks on the ad. Any visitor that clicks on your link goes through to your website or webpage and you are charged at a specified rate.
Basically advertisers pay nothing to appear on the results page, they only pay the amount they have agreed to (or bid for) when someone actually clicks on their ad and is taken to the landing page on their website.
These search results usually appear on the right side or very top of the page and are shaded compared with the free listings on the left side of the page.
Advertisers specify which keywords or keyword phrases they wish to trigger a search and bid on the maximum amount they will pay per click to the search engines for this keyword.
The term “pay per click” means just what it says: the advertiser pays each time a visitor clicks on the ad.
The most popular PPC search engine is Google; their PPC advertising program is called AdWords.
Basic Steps to consider before deciding on a PPC campaign
- Choose the right person or company to set up and manage your campaign. Choosing the wrong person/company could mean the loss of thousands of dollars of income or at worse success or failure.
- Decide what your budget is and which search engine (SE) you wish to use. The larger the SE the higher the cost and possible returns the smaller the SE the lower the cost, but the higher the risk.
- Choose your keywords. This is where you need to get help or do diligent research on which keywords will be best, in terms of cost effectiveness and results achieved.
- The third step is to write the headline that will appear on the search results page, including a description of your product/service, or promo.
You have a number of alternatives for funding your ad campaign. For instance, you may use a credit card for a set daily amount, such as $50. When this amount is exhausted, all advertising stops. Alternatively, you may be able to set a monthly spend limit where your ad will no longer appear once the limit is reached. You need to budget that the daily limit you set will be used every day ie 7x$50=$350.
The price of a keyword can range anywhere from 1 cent to a few dollars or more, depending on its popularity as a search term and which search engine you are using. Naturally, advertisers who pay more appear higher on the search results pages.
Once the PPC campaign is up and running the campaign will require constant tweaking and monitoring to make sure you get an optimal return on your investment. Keep in mind that even Internet companies with a lot of online marketing experience struggle with the intricacies and the techniques needed to decide which PPC search engine to use and how best to play the bidding game.
Using PPC/SEM in conjunction with SEO is what we would suggest. The rewards can be great, and the risks can be minimized so it is definitely worth considering for any online business operating in today's market.
SEM or SEO
SEM is an important part of Internet marketing but the cost of pay per click or Adwords is increasing all the time as more and more companies use these services. Savvy business owners are using SEM for short term marketing and are increasing their investment in SEO so they become less dependent on Adwords for traffic. This way SEM brings in customers immediately and SEO which is FREE increases traffic to your website for long term results. The object of this is to reduce the cost of gaining new customers.
You do need to be aware of this though! It is not much use bringing hundreds of leads to you site if those leads either don't convert to sales or are not the traffic you seek. Targeted leads that bring in a superior ROI and bring in visitors that spend more time on your site is a far better proposition.
Contact Us Today to find out about Oxygen Internet Web Design can help build a new website or modify your existing website.