Search Engine Marketing, sometimes mislabeled Pay Per Click (PPC) or Cost Per Thousand Impressions (CPM), is a valuable collection of tools that can be used separately or in conjunction with SEO. These are the ads that you see when performing searches that run down the right side of the site, as well as the top position when searching. But it is so much more than that.
Search Engine Marketing allows your business to present its brand and marketing as you want to present it through not only PPC and CPM, but also opening to Affiliate Marketing Social Media brand advertising and many others.
When your potential customers see your name repeated several times on a Search Result page, that builds confidence in your company and encourages people to "click through" to your website. Often times they will click on the organic search result rather than from the one of the ads.
If you are utilizing the CPM marketing method, this will help to build your company brand awareness. The same concept still applies when viewing search results.
Search Engine Marketing, which many people think of as synonymous with Pay Per Click, is a valuable resource for promoting your business in the way that you want. You can set the marketing message you want to get across directly. Your ads will show up with the branded message that you want to convey to your potential customers. Search Engine Marketing also opens your website to related keyword searches that your site may not be recognized for within its content.
Can Search Engine Marketing be used alone?
The short answer is yes, it can. However, One Web Company has found that Search Engine Marketing performs best when coupled with a Search Engine Optimization plan. Search Engine Marketing, when combined with an SEO plan, will increase your traffic significantly.
What avenues are available for Search Engine Marketing?
One Web Company focuses our work on 5 primary areas of search/online advertising:
- Social Media outlets
- Relevant site ad placement
- Affiliate Marketing opportunities
Google is the dominant search engine, has a robust set of tools to use and multiple distribution avenues to enhance SEM offerings for your company.
Bing / Yahoo also offer a robust set of tools and capabilities. The bonus for deploying SEM there is that Bing and Yahoo are more likely to attract potential customers who are ready to buy.
Social media outlets have become a powerful way to reach your target audience. By utilizing CPM and PPC campaigns on Social Media outlets, you can target the exact demographic you want to reach with clear, concise and targeted ads.
Finally, affiliate marketing opportunities allow others to market your products and services, earning a commission on sales. This expands your sales force for pennies on the dollar.