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What is Search Engine Marketing?

Have you ever heard about the fancy word “SEM” while marketing or other business functionality? Many times right. SEM stands for search engine marketing. It is one of the significant approaches to generate traffic and conversion to your website. As an effective marketing medium, SEM compliments SEO really well and also help you to be at the top list on search engine results.

There was a certain period where digital marketers used the word SEM ads to describe online marketing. That can be search engine optimization (SEO) or search engine marketing (SEM). But right now, SEM has created its own place in online advertising, that is paid advertisements on search engines. 

If you want to know about what is SEM? and what are the benefits of SEM? then have a look below. 

Definition for Search engine marketing?

Search engine marketing is a leading marketing strategy to grow organization. As there are millions of products and services are been introducing day-by-day. It’s becoming a challenging task for a marketer to promote their products in a competitive marketplace. Thus many digital marketers are adopting an effective technique i.e search engine marketing. SEM is used to improve their website visibility in search engine results. Also, it is an incredible approach to promote products and services to grow business.

While many organizations concentrate on organic traffic like optimization, it now refers, particularly to paid search advertising. SEM is also indicated as paid search or PPC (pay per click).

Why Search engine marketing?

SEM is an effective approach to improve your business and reach potential customers. While it’s difficult for a marketer to employ organic tactics to generate traffic. Sometimes, you can’t rank top on SERPs without spending dollars behind it. That’s where “Search engine marketing” comes into the picture.

How do SEM works?

Do you know search engines use high complicated algorithms in a user search? These algorithms help to ensure only relevant search results for the users.

Considering the PPC campaign, these ads are displayed on the top of the search results to improve visibility, conversions and prominence that the organic search results.

For example, if you wanted to book flight tickets to Canada. What is your first step? Your search for “cheap flight tickets” in the search. Then, you can find a list of the flight booking portal. Along with the organic search results, Google also displays search ads and banner ads. These ads come under search engine marketing.

While creating an SEM campaign, consider the following points:

  • Conduct in-depth keyword research.
  • Select the keywords that are related to your product or service
  • Choose a geographic location for your ad to display
  • Create a powerful text-based advertisement to display in SERPs
  • Bid a proper price they would like to pay for every click

Many marketers prefer text-based ads while promoting their brand. Because these ads can easy to create and manage. Within a few simple clicks, marketers can create an ad, i.e

  1. Create an effective headline for the campaign
  2. Enter related text in description
  3. Add a call-to-action button
  4. Give a hyperlink through URL

Benefits of Search engine marketing

Search engine marketing is commonly referred to as SEM. It is a great marketing channel to grow website traffic and leads. It compliments search engine optimization and content strategy to bring your website at the top on all search engines.

More money

Want to earn money while sleeping? Looking for the best way to promote your product or service? Opt for search engine marketing. Many marketers are taking advantage of SEM to generate traffic and ROI. Also, the main reason to prefer search engine marketing among other marketing channels is SEM can earn tons of dollars all overnight. As per research, businesses can improve their conversions through Google AdWords.


The ultimate goal for any marketing campaign is to improve subscribers, traffic and leads. If you’re trying to achieve new subscribers and conversions, keep an eye on SEM strategy. It is an excellent conversion driver for every marketing campaign. It’s no secret paid advertisements are linked to sale landing pages that drive traffic and leads. Whereas organic results are not typically linked to sale landing pages.

Brand awareness

SEM is referred to as “bottom-funnel” marketing strategy. On the other hand, it can effectively be used to improve brand awareness. As per research, search ads and banner ads can improve brand awareness by 90%.

Even though you’re display or banner ads doesn’t obtain maximum clicks. Your brand name is still visible on the top screen, user can identify your brand name and products when they watch your ad on some other time.

Accessible to small accounts

One of the major problems with paid search ads is “COST”. Many businesses will think that the price of search engine marketing will outweigh the benefits. However, when you manage campaign perfectly you can double your investment.

Great for local marketing

SEM is an effective channel to drive maximum traffic and conversion on any budget. Also, it works perfectly for local business. Because local business like a coffee shop or pharmacy aims to connect with the people surrounded in particular areas. When a user searches for local business “coffee shop near me” or “best pharmacy near me”, now the local digital marketer can make these search queries connected on a listing and also search ads in search engines.

Instant results

Considering SEO and other online marketing strategies tend to be “long-term game” to drive traffic and conversions. Their time period can be one month, 6 months or 10 years. Whereas search engine marketing offers immediate results to businesses. That means no more waiting to drive conversions.

Advertisements can typically create in a fraction of seconds and minutes to get approval. As per the analysis, it takes a half-day for any business to create and run an ad on search engines. Thus SEM is the fastest approach to launch any campaign. Make sure your campaigns must be well-optimized for better results.

Consistent traffic source

Who don’t want consistent traffic and conversions? Almost everyone right. Many marketers strive to generate consistent traffic by planning, forecasting and setting a proper budget. Unfortunately, there are times where your SERPs gets drops. In order to overcome such chaos, search and banner ads are introduced to improve consistent traffic and conversion for, particularly focused keywords. These can help to manage a large amount of traffic to your site at any time.

More qualified leads

It’s not just about increasing the number of visitors on your website. It’s all about bringing the right visitor to your website. PPC ads provide you with particular demographics and visitors.

Consider, you’re running a laptop selling website and listed on SEM. When a user searches the query “best laptop” in search engine. Now search engine displays your ads when the user clicks and visit your website. You can gain a new visitor and a new lead. It means by implementing PPC in your business you can drive more qualified leads.

The best approach to be at first

When you search for a query “best mobile phone” on a search engine. As a result, you can find several results displayed on the list. Would you like to click on 5th results? Absolutely no right. Everyone often prefers 1 or 2nd search results on search engines.

When you’re running a new business, it could be a daunting task for you to appear on 1 or 2nd search result. Therefore opt for search ads and banner ads to get visible on top in SERPs. It means creating an ad is the best way of being at the top in search engine results.

Give competitive information

When you’re running an online campaign, it’s pretty casual to know about your customers. Search engine marketing can deliver your competitors insights as well. Interesting right? By analysing your competitor’s ads with your campaign, you can improve the effectiveness by targeting their keywords.

SEM provides competitive analysis tools to track primary keywords and analyze valuable insights. These can improve your search ads and help to generate maximum traffic.

Difference between SEO and SEM?

  1. SEO – Search engine optimization
  2. SEM – Search engine marketing

SEO and SEM aim to improve visibility on all search engines like Google, Bing, etc. Though there aim is same, but works differently.

Search engine optimization (SEO) is a part of Search marketing. Considering SEO is used to optimize your website or blog to rank high on search engines organically. While optimizing the website can help search engines to crawl and increase the number of chances to rank higher in search results.

There are 3 important pillars of search engine optimization such as

  • Technical SEO
  • On-site SEO
  • Off-site SEO

Whereas SEM works beyond SEO. Search engine marketing is a digital marketing approach that aims to increase visibility on search engines through organically and PPC advertising.

In general, SEM integrates SEO functionality and PPC advertising to promote products and services. In order to display your ad on search engines, you need to buy advertisement space. So, instead of focusing on organic traffic to appear top, you can pay to appear in front of potential customers.


Search engine marketing traffic through organic or paid search is denoted as a primary source of traffic because such type of traffic from the internet is “Targeted”. Everyone uses search engines to learn or find a solution to their problem. So, when a user clicks on your website through search results or PPC ad, they are more likely to convert. If you have not yet implemented search engine marketing approach in your business, then you’re missing something great. Adapt SEM approach and promote your brand in an effective way.

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