Introduction to search engine marketing (SEM)
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Introduction to search engine marketing (SEM)


And welcome to our introduction to
Search Engine Marketing, or SEM. We’re going to find out what’s so special
about this kind of marketing and why it’s so effective. Let’s hear about the effect
it had on Rachael’s Kitchen. Paid searches transformed
Rachael’s Kitchen. If I take a calendar event
like Mother’s Day or Valentine’s Day I could spend a vast amount
of marketing budget building months in advance
for those two calendar events. But with Adwords we can
focus budget nearer the time therefore we capture
all those customers that are searching
for those particular key words. And I know for us with Mother’s Day the first year we launched
an Adword campaign we doubled our turnover
on the previous year. You’re probably already familiar
with Search Engine Marketing even if you don’t know how it works. Let’s say you do a search for
something like “Wedding photos”. You’ll get lots of options on the
search engine Results page. Now we’re going to have
a closer look at those results. The links you see in the main part
of the page are called organic results. It costs nothing to appear here. This is where search engines show sites
they think have the most relevant content. Now look at the right column
and across the top of the page. See those results? Well these listings
are paid advertisements. SEM lets you use this space
to advertise to potential customers when they search
for certain words and phrases that are relevant to your business. These are known as keywords. Another really unique thing
to know about SEM is that the advertiser only pays
when someone clicks on their ad. So if your ad appears but no one
clicks on it, you won’t be charged. Yes, that’s it, you heard it right. That’s why it’s called
“pay per click” advertising. Let’s say you’re a wedding photographer and you want your ads to show
when someone searches for “Wedding photographer Cardiff”. But you’ll only pay
if the searcher clicks on your advert. That’s the big difference when comparing
SEM to traditional forms of advertising like ads in newspapers
and magazines or billboard posters. If you advertise wedding photography
using those the ad is shown to a bunch of people whether or not they want
wedding photographs and you pay for it no matter what. With SEM it’s very likely that people
who clicked on your ad are interested in what you have to offer
because they told you so or rather, they told the search
engine when they searched for “Wedding photographer Cardiff”. They saw your ad, and they clicked on it. Unlike traditional marketing,
SEM targets people actively looking for products and services. This is different from broadcasting
a message to people who may or may not
have an interest in. Makes sense right? Well now you know how
SEM works so well. Let’s sum up. Search Engine Marketing
is a uniquely powerful option for your business. It’s simple, but effective. People search for things they want and advertisers target specific searches but only pay when someone clicks
to learn more. That’s Search Engine Marketing. If you stay tuned,
we’ll cover lots more about SEM. We’ll explain how it works,
how to identify effective keywords how to write ads people will click on,
and much more.

About Ralph Robinson

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