SEARCH ENGINE MARKETING [SEM]
Popular search engines like Google, Yahoo & Bing offer various online marketing and advertizing services like Google Adwords, Yahoo Advertizing and MSN Adcenter respectively.
Every new web based business needs visibility. SEO techniques when coupled with SEM campaign give a better result.
SEM techniques are keyword based methods which are targeted towards the right user. Search Engine Marketing normally works on PPC [Pay per click] or CPM [Cost per thousand impression]. In PPC campaign you pay some amount every time someone clicks on your advertizement while in CPM you pay some amount per thousand impression. In CPM everytime your advert is shown to a search engine user, its counted as 1 impression.
PPC - PPC Stands for Pay per Click. In a typical PPC campaign you pay some X amount every time someone clicks on your advertizement. Depending upon the popularity of keywords, search engines decide a minimum bid amount per keyword. The user who bids highest for a particular keyword, his advert is placed on the 1st position and so on. The chances of a click on your advert is highest if its placed amongst top 3. The lowest bidder gets the last position. However you have to pay only if someone clicks on your advert. In PPC you need to balance between the bid amount and position available.
CPM - CPM stands for Cost per Thousand. [M is the Roman letter abbreviation for Thousand] In a typical CPM campaign you pay X amount per thousand impressions. In CPM everytime your advert is shown to a search engine user, its counted as 1 impression. But in this case the search engine does not guarantee any clicks. Even if no one out of those thousand viewers click on your advert you have to pay them the desired X amount.
PPC & CPM both have their own advantages and disadvantages. Depending upon your business line, products and campaign we help you decide the right option for your SEM campaign.
Search Engines now support text ads, video ads and image ads too. Creative campaigns can be designed using all three forms of search engine advertizements. Most important aspect while designing a SEM campaign is the landing page. Once the user clicks on an ad he should be directed to a page through which he can easily reach you. Shortest communication path results in higher conversion & Return on Investment [ROI].
Another important aspect to be considered while managing a SEM campaign is "Ads on Network Sites". Major search engines like Google, Yahoo and Bing have a huge network of partner sites on which ads can be placed. Popular sites like Youtube, Ask.com, Olx and several other niche sites are partners with Google, so depending upon your product and services, relevant partner sites can be chosen to market your products.
Analytics needs to be setup along with every SEM campaign. Google Analytics is a powerful and yet a free add-on from Google. There are several other Analytic applications too, but the important point to make here is its integration with an ad campaign. Analytics report tell us which site is generating traffic towards our site. Its also tells us the geographical location of the visitor, the number of pages he visited, landing page and exit page of the visitor. All these parameters are important for us to understand how to tweak the ad and generate better results.
In short, Search Engine Marketing is a great option & medium for marketing. SEM team at Amrut Software knows how and when to tweak your campaign to generate best results.