Search Engine Marketing (SEM) has hit mainstream. We’ve talked about the basics of Search Engine Marketing in a previous blog entry. Here, I am going to go over a lot of terms associated with SEM that have been thrown around out there. To clear up any confusion, it’s best to break these down into SEM descriptions.
So let’s learn more about SEM descriptions…
Not to be confused with Search Engine Optimization (SEO), the goal of SEM is to get users to click on your sponsored link in order to reach your website. If you are selling a product, your end goal is for these users to eventually make a purchase. Now that you know what SEM is, I’ve compiled some concepts that will help you understand SEM before you purchasing advertising.
- Cost per Impression (CPI) – Also known as Cost per Thousand Impressions (CPM). Advertisers pay for ad’s appearance or page view (impression) on a search result. In other words, advertisers pay a small amount each time a user views the page where your ad appears.
- Cost per Click (CPC) – Sometimes known as Pay per Click (PPC). Advertisers do not have to pay every time their ad pops up on a search results page. Instead, advertisers pay every time a user clicks on the ad and is re-directed to the advertiser’s website.
- Cost per Action (CPA) – Also known as Pay per Action (PPA). CPA is an online advertisement payment model in which advertisers pay for a specific action – i.e. purchases, form submissions, etc – linked to the ad.
- Keyword research and budget forecasting – Choosing the right keywords is essential to SEM. The more popular the keyword, the more money you’ll be spending. You’ll optimize your success by researching, analyzing and estimating hit ratios through an SEM specialist. This specialist can also forecast a budget spending plan.
- Campaign setup and ad copywriting – Always remember these factors when planning for SEM: SEM specialist can also help you with advanced SEM techniques including: competition & position strategies, budgeting, match types, search and content syndication, ad copy testing and best ad words & layout.
- Tracking and performance reporting – Get the most results for the least cost. Isn’t this what we are all trying to do? Most SEM providers can track an advertising campaign from click to transaction, providing the best Return on Investment (ROI) for you.
For more information about Search Engine Marketing (SEM) and other TravelNet Solutions services, please call 1-877-757-8229
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