Introduction to Search Engine Marketing
Search Engine Marketing (SEM) is probably not well known outside of those in the industry unlike traditional form of advertising. Mention TV commercial or Billboards and you would be hard press to find someone that does not know what they are.
Search Engine Marketing is basically online advertising on search engines for example, Google, Yahoo, MSN and etc. The advertisment from search engine marketing is seen by many, but not many of them will end up clicking on the links.
Here is an example of Search Engine Marketing Ads on Google.
Search Engine Marketing Advertisment will appear either on top of your organic search results or on the right hand side of the page. Does look a bit familiar now doesn't it? The fact is, all of us have "selected viewing" habits. When we are focusing on any activity, our brain tend to filter out information that is not relevant our purpose. Don't believe me? Try this little experiement.
Why is Search Engine Marketing so different from traditional media like TV commercials or posters? The answer lies in the user behaviour. When users are watching TV or walking around on the streets, they are in a "laid back" mode which can be visualize as the user leaning back on his couch and watching TV. This means that they are not actively looking for information. However, when a user is using a search engine, they are in a "lean forward" mode which can be visualized as the user leaning forward when surfing the internet. It means that they are actively searching for information about a particular product or service. When users are in a "lean forward" mode, they are more receptive towards the information displayed on their screen.
Search Engine Marketing is targetting towards such "lean forward" mode. When users are looking for a particular product that you are selling and the ads appear on the search result page, there is a higher chance that they might click on your ads and convert. A conversion could be a "Contact Us" page or a purchase, something that the advertiser has defined as a useful goal to them.
The question now is, should you be advertising with Search Engine Marketing? Is Search Engine Marketing for everyone?What are the criterias for doing Search Engine Marketing?
Let me try to touch on those questions. Firstly, what are the requirements before you can start advertising with Google or any other search engines? The requirements are simple, you simply need to have a working website and the means to pay the media owner, which in this case, simply means Google or any search engine that you wish to advertise on.
Before you jump on the bandwagon of Search Engine Marketing, here are some checklist to decide if you should actually advertise with Search Engine Marketing.
Search Engine Marketing Advertisment will appear either on top of your organic search results or on the right hand side of the page. Does look a bit familiar now doesn't it? The fact is, all of us have "selected viewing" habits. When we are focusing on any activity, our brain tend to filter out information that is not relevant our purpose. Don't believe me? Try this little experiement.
Why is Search Engine Marketing so different from traditional media like TV commercials or posters? The answer lies in the user behaviour. When users are watching TV or walking around on the streets, they are in a "laid back" mode which can be visualize as the user leaning back on his couch and watching TV. This means that they are not actively looking for information. However, when a user is using a search engine, they are in a "lean forward" mode which can be visualized as the user leaning forward when surfing the internet. It means that they are actively searching for information about a particular product or service. When users are in a "lean forward" mode, they are more receptive towards the information displayed on their screen.
Search Engine Marketing is targetting towards such "lean forward" mode. When users are looking for a particular product that you are selling and the ads appear on the search result page, there is a higher chance that they might click on your ads and convert. A conversion could be a "Contact Us" page or a purchase, something that the advertiser has defined as a useful goal to them.
The question now is, should you be advertising with Search Engine Marketing? Is Search Engine Marketing for everyone?What are the criterias for doing Search Engine Marketing?
Let me try to touch on those questions. Firstly, what are the requirements before you can start advertising with Google or any other search engines? The requirements are simple, you simply need to have a working website and the means to pay the media owner, which in this case, simply means Google or any search engine that you wish to advertise on.
Before you jump on the bandwagon of Search Engine Marketing, here are some checklist to decide if you should actually advertise with Search Engine Marketing.
- Do you have a specific goal in mind? Search Engine Marketing efforts would be better off if the advertiser has a clear view of what they want to accomplise.
- Do you have a relevant page for your goal? Search Engine Marketing may be to drive traffic to your site, but if there are no relevant page in relation to your goals, you are just wasting your advertising money.
Labels: search engine marketing
posted by Arcos @ 11:07 PM
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