Google has had a huge influence in the search engine domain. In my own personal experience using the web, I almost always turn to Google to search the web. I even find myself saying, “I’ll just Google it” rather than search it. When I use Google to search, I typically am conducting research on a product before making a purchase. I’m not the only one who uses Google this way. Econsultancy found that 61% of consumers use search engines to gather research before purchasing a product.
As media continues to emerge, brands are looking beyond traditional media to drive people to their website. Search engine marketing (SEM) is one technique that brands are investing in to get people to visit their website. SEM is the process of gaining website traffic by purchasing ads on search engines. Some of the most common terms used in SEM include:
- Paid placement: advertisers pay a fee for higher rankings in the search results
- Paid inclusion: advertisers pay a fee for their website to appear within a search engine’s full index of possible results
- Pay-per-click advertising (PPC): advertisers place a small ad on the search results page for a certain keyword and in return they pay a fee when a user clicks on the ad.
- Google AdSense: allows advertisers to enable ads on their website and they receive a portion of what the advertiser pays to Google when clicked.
Here’s a good video that dives deeper in search engine marketing:
If you said yes, please share your thoughts in the comments section below. I’d love to hear from you!