Search Engine Marketing



SEARCH ENGINE MARKETING (PAY PER CLICK)

Search engine marketing, or to use a shorter phrase, search marketing, is defined as a series of actions that are aimed at increasing visibility of a website in the search engines through both paid and free processes. The main goal of these processes is to increase the visibility of a website and gain traffic, in order to increase sales and conversions. Search engine marketing should be an inseparable segment of the marketing department in a company, as it can significantly promote a company, as well as collect relevant data about the customers, which helps with market analysis. 
As such, search engine marketing requires a comprehensive strategy which will include the goals, as well as planned actions that should be conducted in the purpose of achieving those goals. The actions in the process of realization of the strategy will differ, depending on the type of search marketing that is used. 
Besides different strategies involved, various tools are used in the purpose of analyzing the performance of the website and the efficiency of the strategy that is being implemented. Tools are required with both free and paid search marketing, as they enable realization of different sets of actions that will help with realization of the goals. 

The SEM terminology 

Before we continue, it is essential that you understand some basic terms that are used in search engine marketing.  

SEM – Search engine marketing represents a part of the internet marketing which uses search engines result pages to promote a website, using both organic and paid reach. 

SEO – Search engine optimizations a process of improving visibility of a website in the search engine result pages through organic reach.  

PPC – Pay per click is the part of paid reach in the search engine marketing where you need to pay each time someone clicks on your ad.  

CPC – Cost per click is the amount of money you pay for one click on your ad, which is specified in the advertising campaign settings. 

CPM – Cost per mile represents cost per thousand impressions. It is one of the advertising payment plans, where you pay the price per thousands views.

Search query or keyword query is the word or phrase that the users type into the search engines in order to find more information about that specific topic.   

SERP – Search engine result page is the list of results displayed by the search engines as the response to the search query. 

ROI – Return on investment is a ratio used to help calculate profitability. ROI compares investment and results in order to determine benefits from the marketing campaign.  

Conversion usually means converting a website visitor to customer, but occasionally, websites may use metrics other than sale as conversion, such as sign up for a newsletter, visiting a certain page, etc.  

Landing page, also called lead capture page, is a page which appears after the user has clicked on the link displayed in the search engine result page, regardless of that being organic listing or paid ad.



https://www.eduonix.com/ai-machine-learning-edegree/UHJvZHVjdC0xMzczNjAw

https://www.eduonix.com/advance-artificial-intelligence-and-machine-learning-edegree/UHJvZHVjdC0xMzczNjAw

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