Search engine marketing is an important focus for us at Business.com. In an effort to make sure everyone in the company understands what it really is, I presented an overview of paid search during one of our lunchtime learning sessions. So I figured, why not share it with all of you as well?
This presentation was designed for people who have heard about SEM but do not have direct knowledge about it. We explored the very basics of how search engine marketing works, and all the basic tenants of paid search. Here’s the rundown.
What is paid search?
- Paid search, or search engine marketing, is the management of ads that show next to organic search engine results. Advertisers can get traffic to their website on a cost-per-click basis.
- Like anything, paid search takes time and money to run effectively.
- Typically users that search for a keyword on a search engine have high intent. They either wish to buy an item or wish to learn more about something. This is one of the advantages of paid search compared to other paid advertising channels.