UNIVERSITY

TOPICS COVERED
• What is Search Engine Marketing?

• SEM— How Does It Work?

• Non-Paid SEM — SEO

• Paid SEM — PPC

• PPC Types
Search engine marketing, is using paid advertising to ensure that the business's products or
services are visible in search engine results pages. When a user types in a certain keyword,
SEM enables your business to appear as a result for that search query.
 SEM— HOW DOES IT WORK?

• Search Engine Marketing can be both paid (PPC) and unpaid (SEO), and depending on this
factor it can be explained in two different ways.

• Marketers and business owners utilize both of these types of advertising in order to promote
and optimize their online business, as well as their brand presence and conversions.

• What is mutual for both paid and unpaid advertising in this context, is the fact that they are
both done by employing search engines, such as Google, Yahoo, Bing, etc.
• To take advantage of SEM, you have to bid on keywords that users search for. The higher
your bid, the higher the chance of your ad appearing alongside the SERPs of search queries.
Most times, the paid ads are referred to as pay-per-click ads. They come in multiple formats,
with some appearing as product listing ads and some as text-based ads. Product listing ads
have a more visual appeal as they provide a picture of the product along with a price and
reviews.
• The most notable advantage of SEM is that it allows you to place your ads in front of people
who are motivated to make a purchase. You won’t find this advantage with any other form of
marketing.
• Search Engine Optimization is a process of getting organic traffic to your website.
• In other words, it means getting unpaid clicks from people that found your website through
the search engine. The best way to achieve a high amount of organic (also called natural or
earned) traffic is if your website holds a good position in the search results. The higher the
better.
• That is where SEO can help. There are many techniques that you can use from SEO and the
best of all is that it’s completely free.
PAID SEM — PPC

• Pay-per-click, PPC, is a paid

advertising model that falls
under search engine
marketing (SEM). With
PPC, the advertiser only
pays when people interact
with their ad through
impressions or clicks.

• The PPC advertising model

operates on the premise that
by paying for more traffic,
you will be able to generate
more conversions.
 PPC TYPES
• Search Advertising

Search ads are most common ads on search engines. These ads contain texts with no visuals.
 SOCIAL MEDIA ADVERTISING

• Social media ads are another

PPC ad type one can use to
reach people interested in
your brand. These ads appear
on Google's partner websites.

Instead of being all text ads,

these ads typically include a
photo and text.
DISPLAY ADS
• Display advertising refers
to the advertising banners
or images you see on
websites. It can also be in
the form of a text, but the
end goal is the same —
raising awareness for the
brand. PCP display
advertising usually returns
lower click rates but you
can pick who sees your
advert which is a great
advantage.
 REMARKETING ADS
• Remarketing keeps the user engaged with the business and keeps reminding them to
complete their purchase by popping up on the internet from time to time. This is done
through the website’s cookies that are stored on your browser.
 AFFILIATE ADVERTISING

• Affiliate marketing, is a type of

performance-based marketing in
which a business rewards one or
more affiliates for each visitor or
customer brought by the affiliate’s
own marketing effort.
THANK YOU