Search Engine Marketing (SEM)

Subtitle goes here always just testing

So how do you get your company to be the first thing a potential customer sees when they search for a product you produce? Well you start an AdWords campaign. Though other search engines also have search engine marketing tools, I will focus on Google, because they are the biggest and if you are a small business it would be better to consolidate your marketing budget on one great campaign instead of diluting it through a few. AdWords control all of Google’s marketing spaces, so that includes YouTube along with the search engine results page.

AdWords decide what adverts pop up next on a search engine result page. For your advert to be added to the ones being displayed, you need to sign up to AdWords. You will then define specific keywords you would like Google to associate with your product. The aim being that when a person searches for a product or service using those specific keywords, your ad would be shown. But since there could be a lot of companies using the same keywords, your ad is entered into an auction which is run every time that specific keyword is searched for. The winner of the auction gets the space alongside the search result. The winner is chosen by a combination of how much you are willing to pay for a click-through and the quality score of your campaign. The quality score is a combination of factors including how many click-throughs you get when your ad is shown. This is important to Google, because they only really make money when a user clicks on the ad they display.