Search engine marketing is paid internet marketing with the goal of increasing your website visibility on the results pages of popular search engines. SEM is the new paid advertising.
Paid Search Marketing relies on an organized search engine optimization strategy for good website structure, content organization, keyword focus, and sentence wording, but the similarities between SEM and SEO stop there. Search Engine Marketing is an analytical process that requires setting up paid search campaigns, performing funnel analysis, keyword research, and optimizing advertising copy.
If you've been in the same business selling the same product you might already know who is your best customer. But if website marketing is new to your business there are analytical tools that can identify who visits your website and what intrigues them most.
SEM advertising text is short. Within a few words the reader must want to click your ad because the words are intriguing. Remind them of the special quality you're offering, or maybe a new feature. Do you provide free shipping? say it. Most copywriters won't admit it, but sometimes bizarre captions work best for certain items; because as the poem goes, "A crooked nail sticks faster than a straight one".
Knowing your website audience and tuning into the needs of your customers reveals basic habits of your likely buyers. Traditional shopping days are getting shorter because consumers have learned to browse online for better deals. It's marketing cliché to mention the huge increase of mobile local search and mobile financial transactions. Recognize your mobile audience.
There's several advertising management platforms like AdWords, Bing Ads, DoubleClick, Kenshoo, and Marin. Platforms rely on the conversion rate optimization of your website; how well does your website design convert visitors to buyers? What works today may not work next year. Broken-down to its essence, a good marketing website, with an effective SEO strategy, and Google AdWords for SEM provides a powerful sales generator.