Search engine marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs).
With an increasing number of consumers researching and shopping for products online, search engine marketing has become a crucial online marketing strategy for increasing a company’s reach.
In fact, the majority of new visitors to a website find it by performing a query on a search engine.
In search engine marketing, advertisers only pay for impressions that result in visitors, making it an efficient way for a company to spend its marketing dollars. As an added bonus, each visitor incrementally improves the website’s rankings in organic search results.
Since consumers enter search queries with the intent of finding information of a commercial nature, they are in an excellent state of mind to make a purchase, compared to other sites such as social media where users are not explicitly searching for something.
Search marketing reaches consumers at exactly the right time: when they are open to new information. Unlike the majority of digital advertising, PPC advertising is non-intrusive and does not interrupt their tasks.