SEM is a digital marketing strategy that is different from SEO and SMO, as here you have to pay the search engines like Google for the marketing of your products and services on Search Engine Result Pages. The more you pay, the more are the chances of your ads to appear on the top of the search engine listings. So, it is the practice of marketing a business through paid advertisements such as Pay per Click ads (PPC) that appear on search engine result pages above the organic results.
In SEO, you don't pay Google for traffic and clicks; rather, you get a free slot in the search results based on the quality and relevancy of your content for a given keyword search.
SEM is also known by many names based on the Search Engine you are using for marketing. For example, Google ads.
Google Ads, which was earlier known as Google Adwords, is a paid search engine marketing platform of Google. It is also known as PPC advertising or pay-per-click advertising. It offers PPC advertising, including banner, text, and rich media ads.
It allows advertisers to bid on certain keywords for their clickable ads to appear in Google's search results. Advertisers pay for these clicks, and this is how Google makes money. It is called PPC (Pay per Click) as you only pay once when someone clicks on your ad.
Google Ads comprises two networks Google Search Network and Google Display Network.
Google Search Network: In this network, the ads appear on the search engine result pages. When users make queries using keywords related to product or service, your ad is displayed on the search engine result pages above the organic results.
Display Network: In the display network, your ads are displayed on websites that have given space to Google to run advertisements. Here, the users don't search for your products or services. However, when they visit a website, they see a banner ad. If they like it, they click it and thus diverted to your site. For example, Text Ads on websites, Image Ads on websites, Video Ads on websites, and Ads on mobile websites.
Points to remember before creating a PPC campaign are as follows:
Create a Google Account: A Google account is needed to use AdWords. If you already have one, you can use it.
Go to Adwords.Google.com and sign in: Follow the steps one by one and provide details to complete the form to set up your campaign. Some of the basic steps are as follows:
It immediately brings people to your site who are searching for your products and services on search engines. Thus, it gives you immediate results. For example, during festival seasons, if you want to sell the product that you particularly introduced for this season, you have to use PPC else you may have to suffer loss. Thus, running a paid google advertisement (PPC) is a great option for businesses who want new leads fast or looking for immediate response or profit.