Pay Per Click (PPC) or Search Engine Marketing (SEM)
SEM is referred as PPC (Pay Per Click) or or CPC (Cost Per Click) or just Paid Search and it means reaching your users through the search engines by paying for the links/clicks. While SEO is more related to onsite work, the SEM deals more with online marketing strategy, external to your site.
SEM or PPC has few major players in the market, one of them being Google Ads (old Google Adwords), which is the most popular. Bing Ads and Verizon Media Native (owned by Yahoo) use similar way of PPC.
Client or website owner should start with a budget for the PPC campaign. The money is used to buy a spot for advertising at the top of search engine results page, shown usually above the organic search results. But sometimes they are displayed at the bottom as well. Website owner pays for the ad once and only when a user clicks on the ad.
Because those ad spots are limited and the spot has a price related to the number of bidders. So ranking and displaying in a certain spot for a certain target/region/buyers is given by the highest bidder or the amount you bid. Google also uses a certain algorithm which is based on the number of clicks received.
For PPC campaign:
- Know your target niche market/audience
- Building the campaign: setup objectives, conduct research, setup ads, conversions and bid settings
- Committing to a budget for ads in total agreement with the client: daily maintenance – we monitor and adjust bids based on keyword performance, budget, eliminate negative/non performing keywords, redistribute daily budget.
- Optimize landing pages (title, header tag, call to action)
- Reporting: analyze and provide tracking reports to the client on traffic, popular ads and pages, conversion rates, ROI