SEM Flashcards
Promoting an organization through search engines to meet its objectives by showing useful information in search results and encouraging searchers to click through to a destination site.
SEM
Web page that a search engine, such as Google, displays after a user has performed a search. Typically divided into core sections, with paid listings occupying the top section. Organic search results refer to the listings that appear beneath the advertising or paid listings based on their relevance to the user’s search terms. Listings displayed on the first page of search engine results receive the highest search traffic, with higher listings receiving more clicks.
A Search Engine Result Page (SERP)
Consumers who are more likely than others to convert to customers because of their buying potential and interest.
Increase in traffic can
result in more leads –
qualified leads
The analytics provided by paid search advertising tools offer valuable insights about consumers, including the search terms they use, the search
engines they prefer, and a wealth of other data. These analytics enable organizations to gain a deeper understanding of their customers and
make informed decisions regarding their search ad content. Additionally, organizations can track the source of customers who originated from search advertising.
Gain Customer Insights
An organization can strive to establish itself as an expert in a specific area by consistently displaying its ads on search engines.
Establishing expertise
This tactic involves incorporating key terms that consumers commonly use in the specific area where the organization aims to establish or maintain its expertise.
Strategic keyword usage
Consumers who are aware of and familiar with a brand tend to be drawn to it and may click on search ads purely due to brand recognition.
Brand familiarity
This type of advertising aims to trigger consumers’ memory of specific brands, products, or services, with the objective of influencing them to choose those brands again for future purchases.
Reminder or recall advertising
This type of campaign promotes products or services through visual advertisements placed on display networks, websites, and apps.
Display campaign:
These ads are designed to stand out from the rest of the website, appearing in a box or banner format. They are clickable and can redirect users to specific landing pages. Banner ads are a common example of display ads.
Display ads
Unlike search ads, which appear on
search engines, display ads are showcased on display networks, offering a different reach and targeting approach.
Distinction from search ads
The decision to utilize display ads, search ads, or both is often influenced by the available budget and marketing objectives of the campaign.
Consideration of budget and objectives
A powerful tool to reengage with
consumers who have visited an organization’s website. It may be used to convert the consumer to a customer.
Remarketing
Code added to an organization’s website that will enable the organization to capture specific data about the consumer.
Tracking code
Use online keyword research tools to identify effective
keywords, analyze competitors’ ads.
Keyword research
