Search engines, like Google, Bing, and Yahoo, use complicated algorithms to make sure search results are relevant based on keywords and location. With SEM, or PPC, the paid ads appear at the top and side of the search engine results. The idea here is to get the paid ads in positions of prominence, to gain more visibility, and ultimately to get more clicks than organic search results.
The first step to take with SEM is to determine your budget and goals, and begin setting up a campaign. The parameters of the campaign will help you achieve your goals. This is where having an expert at the helm can make a big difference in terms of getting clicks and keeping your costs down. The first step is to determine the keywords and phrases relevant to your website and/or products and services. The next step is to determine the physical location that your ads will run. The third step is to determine the message you want to be promoting, and make sure you have an easy to read, text-based ad. The final step is to define your bidding parameters, meaning the price you are willing to pay for each click. In terms of the amount of money your company spends, search engine marketing is thought to be one of the most efficient means of spending marketing money. With that in mind, don’t be afraid to spend a good percentage of marketing dollars on SEM and PPC. Especially if you are running a solid business with good reviews online.
The two primary search engines used by businesses for search engine marketing are Google Ads and Bing Ads. While Google is the largest network, with nearly double the size of Bing, ads are often cheaper on Bing. Even though Google has a larger audience, you might be able to rank higher on Bing for a lower price. And because there is less competition on Bing, a lot of companies find click through rates with Bing are higher than Google.