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SEARCH ENGINE MARKETING IS PAID LISTING ON SEARCH ENGINES IN WORDS ONLY. DRIVE TRAFFIC DIRECTLY TO A PARTICULAR PRODUCT SERVICE OR PROMOTION WITH GUARANTEED EXPOSURE AT CERTAIN TIMES OF THE DAY AND WEEK. YOU ONLY PAY PER CLICK. THIS IS CALLED PPC.

Adwords Demystified:

SEM: Search Engine Marketing (the yellow blocks below) plays directly into the hands of approximately 30% of viewers, not wanting to scroll or look further for a service or product. Sponsored listings plays a crucial role in your digital marketing campaign, especially for seasonal times, special promotions or a new service you just added. You only pay per click (everytime someone clicked on your ad).

Adwords, in my opinion, is essential for smaller enterprises in competitive fields. A relatively small campaign does not break the bank and ensures online exposure while your Organic Ranking grows quietly in the background.

What is the difference between SEO and SEM?

Adwords thrives on relevance, driving traffic directly to a certain page with a specific product or promotion. While SEO encourages higher search engine ranking, SEM puts you at the top straight away at sheduled times and days. For instance: A search for "annual report design" will take the viewer on my site directly to print design and not my home page. Equally a search for pizza should take the viewer to listings of pizza specials in their area...

Marketing Donut.co.uk says: "Think like your customers. Put yourself in your customers’ shoes. If they are searching for a product or service like yours, which words and phrases would they type into Google?"

 

 

Small pebbles first

My philosophy is a "pebble in the pond" one. By throwing small pebbels into the online pond, you discover where you get the best results. I do not believe in launching a massive campaign until we know what works and what does not. I start small, segmentise and group areas of relevance and test it on a small scale before committing to a larger campaign.

 

A handy tip:

Search Engine Marketing (Adwords), should not be your first plan of action as it makes use of SEO to initialise. Make sure that you have proper analysis, get your organic ranking as solid as you can and then only initialise a three to six month SEM strategy. Remember it's all about relevance - make sure your viewer get what they search for. (Don't use the same copy from a mothersday promotion for valentines day...)

 

 

Worthy browsing:

How to Create a Profitable Google AdWords Campaign (from Scratch)

"The steps I’m about to go through will ensure you’re depositing more money into your own bank account, rather than just funding Google’s empire. "

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5 Google AdWords Tips for a Small Budget

"Investing in organic SEO is more important now than ever before, despite the current difficulty everyone finds themselves facing regarding the lack of organic keyword data and traffic.".

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6 Ways to Get the Most Out of Your Search Marketing Agency

"Working with a search marketing agency is a little bit like a marriage. There are ups and downs, and sometimes it doesn't work out."

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