Search Engine Marketing covers PPC which is a Pay Per Click Advertising programme run by Google Adwords.
Search Engine Marketing (commonly known as SEM) focuses on the advertising aspects of Google’s search engine in the shape of Adverts running to display when keywords are typed into Google.
The main feature of the programme is that the Adwords customer is only charged the advertising fee when the visitor clicks on their advert. So it is important to have a destination landing page that is relevant to the original keyword the user typed in and the Advert.
The trick is to create relevant landing pages on your websites that relate to the Adverts. We optimise the path from the customer clicking on the Advert, through to landing on the relevant content page.
The process involves preliminary keyword research to work out what keywords you want your Adverts to display for. Keywords are grouped in to themes called Ad Groups, and at least two Adverts are written per Ad Group so that you can test one Advert against the other.
Trying to go it alone can be complicated and costly so leave it to the experts!