What is SEM?
already skimmed our page about SEO, you may be wondering how SEM—or
search-engine marketing—differs. So let’s make this easy for
you: SEO focuses on the “organic”—or free—search results
provided by search engines, while SEM concentrates on any kind
of online paid marketing involving search engine functions.
Despite this difference, they still share a lot of similarities,
including keyword analysis and relative ranking. Yes, that’s
right—even the paid advertisements are ranked by search engines
in order to return the most reliable and relevant results first.
So you can see why SEM involves more than just cutting a portion
of your budget off.
But since our SEO
page covers ranking optimization pretty well, we can just dive
into the SEM terminology here. The most common, and effective,
types of paid advertisements are search network ads and display
What is Search
advertisements are something you probably see whenever you enter
a query into a search engine. They are ads that people pay that
particular search engine to display independently from their
organic search results. For example, Google’s “Sponsored Links”
boxes that appear at the top and side of their result pages.
Like mentioned above, the appearance and order of these listings
is determined in a similar manner to organic results. This means
using ideal keywords and having a positive reputation is still
important, among other things.
What is Display
are advertisement listings displayed off of search engine pages,
and instead on websites who use advertisements on their pages.
The ads can be visual, like an image or flash animation, or
simply textual. Display advertisers often use keywords on the
current web page, or the visitor’s cookie and browser history,
to determine the most appropriate ads to display. It is also
possible to choose individual websites, or even specific pages,
to place your advertisements.
Through the right
methods, this can tap into an entirely new target audience that
might not have made it to your site through their own means. But
this requires advanced understanding of display network
algorithms, behavioral targeting, and of course, successful
advertising. Luckily for you, these would be a few of IT-NT’s
What are the SEM
Most often, you
will be provided with the choice between pay-per-click (PPC) or
cost-per-thousand impressions (CPM) campaigns. PPC is most
common for search network ads—simply put, you pay for each time
a user clicks on your ad. CPM, on the other hand, is usually
used for display networks and gives you a cost on how many times
your ad is actually generated on a person’s computer.
Which is the best
This will vary
from business to business. Our approach to your personal SEM
process involves several variables, such as your target
audience, current traffic and conversion rates, your advertising
goals, and your cost-per-acquisition (CPA) budget. IT-NT
dedicates itself to researching and developing the right
advertising methods to make your business thrive.
Our PPC services
of Related Networks
CPC or CPA