Search Engine Marketing
So why should companies go for SEM?
- Measurement: It is said "if you can’t measure, you can’t improve." By search engine marketing, you can measure the effectiveness of your online advertising campaign. You can measure visitors through web analysis soft wares like Google Analytics etc. You know the exact ROI of your spend and can optimize you campaign anytime.
- Relevancy: Its pull-based advertising, unlike traditional advertising which is push-based. i.e. You get qualified visitors who are looking for services/products offered by you, so you don’t need to shout/invade their space and convince them to come to you.
- Appropriate Landing Pages: Rather than being at the mercy of a search engine that may pull up pages of your web site that aren't exactly the page you might have chosen for that particular term, you can specify exactly where the visitor arrives on your site, and create pages that are wholly designed for a particular search term.
- Real Time: Your listing becomes active almost instantaneously, and can be edited/changed/removed in a similar way.
- Trustworthiness: Many users will click on paid listings because they trust that a web site that is willing to pay for their business may be more legitimate and have more to offer.
- Media Cost: The expensive traditional media is far behind in terms of ROI when compared with an online spend.
- Creativity v/s Contextual: Unlike other media, SEM campaigns need not be creative; but relevant. Little controversial but can be supported with many examples.
- Small and Medium Enterprises: SEM works good for SMEs since their advertizing budgets are low or as good as nil. It helps them gain visibility/awareness for their products/services.
- The #1 way people find websites: Numerous surveys have shown that search engines and directories are the most popular method used to find websites. More than 80% of Internet users rely on search engines and directories as their preferred method for locating websites.
- People use search engines a lot: Taking cue from the above point, the majority of web users search the web every day (57%). The only thing done online more often than using search engines is checking email - 81% check email every day.
- Billions of pages, Millions of searches: There are more than 320 million searches done through search engines and directories each day. Google alone had over 55 billion searches during 2002. The exponential growth of the web means there are now billions of web pages and consequently this has increased people’s reliance on search engines as a way of locating information online.
Other Online Services»»
