This is different from SEO, which uses organic strategies, unpaid, to appear in the results more often, and both of these fall under the umbrella of Search Marketing. This essentially means that a good marketing strategy can consist of both SEM and SEO. SEM can be a very useful strategy if it is optimised correctly, and we will briefly go through some of the important components of SEM here.+ Read More
With an SEM strategy, your ad will be identified as an ad, usually in the corner, so that users know it is a paid ad, and you will only be charged if someone clicks on it. This is good as you only pay for it working, but then you must decide how much you are willing to pay for a higher placement.+ Read More
Your max CPC (cost per click) bid is how much you are willing to pay each time a person clicks on your ad. A lower CPC means you are getting a better return on your investment, but in the ad auction a higher CPC could place you in a more prominent position on the page and gain you more attention.
Your quality score is a little more complicated, but consists of factors like click-through rate, relevance of keywords and historical performance of past ads. Your ad rank obviously determines how high up the page you are, and therefore makes it more likely that you will get clicks. You can raise up your quality score by making your ad as relevant as possible, using the right keywords both within your ad, and on your landing site, to greater show your ad is aligned with the users search intent. A higher quality score means you can spend less on your max CPC bid in a way to reduce your expenditure, and maximise your web traffic.
Targeting by location allows you to designate a certain area in which your ad will be shown, specific to region or Zip code, to make certain your ad is where it needs to be.
Targeting by device clearly decides if your ad should only be shown on a mobile phone or other devices.
Targeting by a schedule allows your ad to be shown at specific times of day or days of the week, to better ensure its suitability and raise your clicks.
Finally, targeting by demographic can be of use in showing your ad to your target age and gender groups.
When used in conjunction all of these techniques can ensure that your ad appears where it should, when it should, and to whom it should, forming a working SEM campaign.