Search Engine Marketing
Why SEM? First, you want to meet your customers when they are actively looking for your products on a search engine. Second, advertising via the search engines is cost effective. Third, statistics can be gathered from web logs to determine the efficacy of an ad campaign. How do you know if a TV ad is working? Fourth, a poorly performing ad campaign can be corrected without having to build a new campaign from scratch. Try that with a print ad. Perhaps the better question is this: Why start anywhere but SEM?
Search engine marketing includes SEO (search engine optimization) and PPC (pay per click) search engine advertising. Both are an integral part of a successful internet marketing strategy.
Why is SEM Important?
- Word of mouth isn't automatic
- Everyone uses search engines
- It guides your content
- Your competition is doing it
- Lets you do pretty much anything
- It's cheap (or free)
- It brings in organic traffic
- It's self perpetuating advertising
Think about this...
If you buy a TV spot, you have to pay again and again every time you want to run that commercial. With search engine marketing, that content will keep bringing in visitors years from now. In this sense, strong SEO marketing is better than buying an ad spot during the biggest sporting event of the year. The big game may bring millions of viewers at once, but strong web marketing can result in an audience without limitation.
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