Search Engine Marketing is quite different from Search Engine Optimization and honestly is not viable or profitable option for every business. But for those that it is viable and profitable for, it is a key component of their Integrated Marketing tool chest.
So What is Search Engine Marketing?
Let’s first take a look at the Wikipedia definition: Search engine marketing is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion. So essentially Search Engine Marketing is paid advertising with Search Engines.
That sounds easy
Well yes it does, but hold on there. It’s not as easy as it sounds. Yes essentially Search Engine Marketing is paid advertising, but how much you pay, and for what you will pay, is where the complications set in. You see there isn’t a specific $ amount that you will or will not pay to have your link show up at the top of the results for a specific keyword. That is based on how well your site is designed relative to that specific keyword, how well your site performs once someone clicks on one of you paid ads, how much other paid advertisers are willing to pay for that keyword, and how many other paid advertisers there are for that particular keyword. This is known as Pay Per Click. You pay for each click and how much, when, for whom, etc… is all adjustable by your advertising campaign and by the marketplace. Sounding a little more daunting now doesn’t it.
Search Engine Marketing can be daunting for those who are unfamiliar with exactly how if operates, but remember one key factor with Search Engine Marketing. This is how Search Engines make their profits. These companies are not out to make a quick buck, they are in it for the long, competitive haul. That is why the offer so many services, tools, and upgrades to make sure that Search Engine Marketing is not only profitable for them but for their paying customers as well. That being said, entering into a Search Engine Marketing program without having a clear strategy can cost your business lots of money, quickly. That is where Empirical Integrated Marketing can help. We have extensive experience in designing, implementing, and managing successful and profitable Search Engine Marketing Strategies for companies of all size. For more information and a free evaluation of the viability for a Search Engine Marketing Strategy for your business, please contact us.