Search Engine Marketing to grow your business
Turn clicks into leads with SEM.
How important is search engine marketing when it comes to connecting with customers online? Consider the following:
Online merchants typically acquire 39 percent of their customers through search engines.1
Less than 10 percent of online customers will scroll past the first page of search engine results.2
For searches of obvious commercial intent (e.g. "buy cell phone"), nearly 65 percent of online customers will click on a sponsored link.3
This means it's not enough to simply show up in the search engines. You need to target your customers when they're ready to buy and grab their attention before your competitors can. And that's where search engine marketing comes in.
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What Is Search Engine Marketing?
Search engine marketing (SEM) is also known as paid search, pay-per-click (PPC), or cost-per-click (CPC).
Most of your potential customers probably won’t be typing your name into the search engine to find you. Instead, they’ll be searching by location for the products you sell or the services you provide. If you want to connect with these customers, you need to show up where they’re looking.
As an advertiser, you bid on popular keywords and phrases related to your business. This ensures that your ad will be served up whenever customers type these words into the search engine. A good SEM campaign will drive customers right to you as soon as they start looking.
Don’t Settle for Half of an Online Marketing Strategy
Search engine marketing is great for targeting customers who are ready to buy. People who come to your website through one of your ads are more likely to make a purchase than those who make their way in via a non-paid search result.
However, this doesn’t mean you should neglect your organic listings. Through search engine optimization (SEO), you can enhance your website to make it more appealing to the search engines, building the relevance and credibility of your online presence.
SEM and SEO are not mutually exclusive, and there’s no reason why you should feel compelled to focus on one while neglecting the other. A good online marketing campaign should be able to devote attention to both and help you maximize your presence in the search engine results.
Read More about Search Engine Marketing:
- MarketingCharts, MarketLive Quarterly Report, April 2012
- Chitika, The Value of Google Result Positioning, June 2013
- WordStream Research, The War on Free Clicks, July 2012