Search Engine Marketing is the way you gain website traffic by spending money on advertising with the search engines. The most common paid search platform and the one that most people have heard of is Google Adwords.
If you are planning to embark on a Search Engine Marketing strategy, it is paramount that effective research is conducted ahead of ad placement, in terms of keywords, your market position, the activities of your competitors and they keywords they are exploiting. We can’t emphasise enough just how important this stage is because an incorrect allocation of resources will result in poorly targeted advertising campaigns that do not illicit results, but cost significant marketing dollars to run.
These are the adverts that appear at the top of the page that are denoted by a little ‘Ad’ symbol adjacent to it.
These are brand orientated adverts that appear on the search engine display network. They are extremely cost effective to run and create great brand awareness.
Have you ever noticed that, when browsing online, a business you have recently been looking at keeps popping up in your search results? When you visit a website, Google recognises your activity and then, if a business you have engaged with runs adverts on the display network, their ads will appear to you. This is a great tool for businesses to use for brand reinforcement.