Search Engine Marketing
Search Engine Marketing, also known as SEM, it is the process of gaining traffic by being visible on search engines. In other other words it's essentially buying an improved ranking position for your website with different search engines keyword results.
It helps a business by allowing it to grow and make potential new costumers by increasing the traffic of the website. We have to consider, that more than 90% of businesses utilize work some kind of digital platform in order to make transactions and also have a base of online costumers. Therefore, appearing first in the results for search engines might not only helps to create new costumers but prevent them from going to another companies that may offer their same products or services. All of these benefits at a reasonable low cost for companies.
What I like about this discipline is the whole process. I am constantly fascinated by the ability that SEM has to target traffic. As you may remember I talked about appearing first at the results in search engines before. Currently, there are around 130,000,000+ registered websites, and we rely all the time in search engines to find what we want. In fact 83% of people world wide uses Google, and 93% of these people never pass the first result's page, they actually prefer to start a new search all over again than going to the second page, or if they choose to click there is always paid ads (SEM) at the top and to the right side of the results page. Therefore, I believe that SEM is absolutely fascinating because it plays a key roll in strategy, sales, planing, etc. It touches almost every aspects of business in a era where products and services are brought to the costumer digitally in a daily basis.
One of the recent trends is the new announcement from Google about the elimination of ads on the right hand side of the result's page. They argue that this update was made in order to improve user experience on Google Search and to make it consistent across desktops, tablets and mobiles. In fact, is cell phones where the majority of searches happen these days, which has no right-hand-side ads. As any Google change might be news, this one may change some rules to the game, however does not change the game itself. Some things to take into consideration is keeping an eye on bids and budgets and refine AdWords targeting even more. If competition changes behavior in a particular auction, either because of this change or because of any other reason, there could be instances where ads aren’t in desired positions. Nevertheless, it is well known that Google changes as search and users behavior evolves and although it is hard to keep up, this change might be in the best interest of users.