- 98% of our households have a device to access online resources
- 87% with a smartphone is multitasking on different screens
- adults, on average, have 4 online devices in their home
These numbers have grown exponentially in the last few years. It's safe to say that Search Engine Marketing or SEM is an important theme in digital marketing. It is one of the most effective ways to grow your training institute on the internet in an increasingly competitive marketplace. With millions of organisations out there trying to get the attention of the same eyeballs, it becomes vital to advertise online. And developing a comprehensive understanding and skill in search engine marketing is no longer a matter of choice. You need SEM to promote your products or services and grow your business most effectively.
In this post, you'll get an overview of search engine marketing basics and ideas about the sources you can learn from and develop your skills in search engine marketing.
Search Engine Marketing
"Search marketing is gaining traffic and visibility from search engines through paid and unpaid efforts." - Search Engine Land.
“Search Engine Marketing,” the shorter phrase “search marketing,” is often used as the term for Search Engine Optimisation (SEO) and Search Engine Marketing (SEM). The phrase “search engine marketing” or SEM is now typically used to describe paid search activities.
Search engine marketing is the marketing practice businesses use for paid advertisements appearing on search engine results pages (or SERPs). Advertisers bid on search phrases or keywords that users might enter while searching for products or services, allowing ads to appear and results for those search queries.
These ads come in a variety of formats. Some are small, text-based ads; others are display ads, such as visual shopping ads, and product-based advertisements with important information, such as price and reviews.
Below are some of the most common terms also used to refer to SEM activities:
CPM (cost-per-thousand impressions)
Paid search ads
Paid search advertising
The Key to Search Engine Marketing: Keywords
Keywords or phrases are the first things users pick to find the answers to their queries. The exact keyword or phrase becomes the foundation of search engine marketing. As users enter keywords (as part of search queries) into search engines to find what they’re looking for.
To choose which keywords to use in the search marketing campaigns, you need to conduct comprehensive research as part of your keyword management strategy. The first step is to identify keywords relevant to your bootcamp that students are likely to use when searching for your products and services. One way to accomplish this is by using keyword planning tools such as Google Keyword Planner.
Ad platforms: your starting point
Google AdWords is the most used and popular paid search platform, followed by Bing Ads, collaborating with Yahoo.
There are many other PPC platforms and PPC advertising options on the major social networks. You can find the most recent news about SEM and helpful tips to get started with PPC ads on the major search marketing platforms below:
Yahoo: Search Ads
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