How Does Search Engine Marketing Work?
Search engine marketing is the result of some complicated algorithms that make sure the most relevant results are returned after every search. Location, demographic, and other available information play a part in returning only the most relevant results for a query possible.
In paid research advertising, sponsored ads typically appear at the top and sides of a search engine results page to gain more visibility and prominence than the organic results. These advertisements are often eye-catching in some way (flashy, colorful, large, using enthusiastic text, etc) to make a click-through more likely.
Some ads are only triggered by certain keywords, meaning that searchers won’t see them unless they’ve entered the right keyword, phrase, or combination of words and phrases into their search engine.
This can lower the pool of potential customers, but it also ensures that every searcher who sees your ad is the right person. When ads appear in prominent locations on a SERP and match a searcher’s keywords, the searcher is much more likely to engage with the ad and click-through to your site.
To help your SEM strategy, use search ad networks as resources. Two of the most prominent networks are Google AdWords and Bing Ads. Depending on your site, the type of analytics you use, and the ad campaign you’re trying to run, chances are that these platforms will equip you with the tools you need to make your SEM strategy a success.
