And welcome to our introduction to Search Engine Marketing, or SEM. We’re going to find out what’s so special about this kind of marketing and why it’s so effective. Let’s hear about the effect it had on Rachel’s kitchen paid search has transformed Rachel’s kitchen. If I take a calendar event like Mother’s Day or Valentine’s Day, I could spend a vast amount of marketing budget building months in advance of those two calendar events. What’s with AdWords? We can focus budget near the time. Therefore, we capture all those customers that are searching for those particular keywords. And I know for us, with Mother’s Day the first year we launched an ad word campaign, we doubled our turnover on the previous year.
You’re probably already familiar with search engine marketing, even if you don’t know how it works, let’s say you do a search for something like wedding photos. You’ll get lots of options on the search engine results page. Now we’re going to have a closer look at those results. The links you see in the main part of the page are called organic results. It costs nothing to appear here. This is where search engines show sites they think have the most relevant content. Now look at the right column and across the top of the page. See those results with these listings are paid advertisements. SEM lets you use this space to advertise to potential customers when they search for certain words and phrases that are relevant to your business. These are known as keywords. Another really unique thing to know about SEM is that the advertiser only pays when someone clicks on their ad. So if your ad appears but no one clicks on it, we won’t be charged. Yes, that’s it. You heard it right. That’s why it’s called pay per click advertising. Let’s say you’re a wedding photographer and you want your ads to show when someone searches for wedding photographer, but you’ll only pay if the searcher clicks on your advert. I mean, that’s the big difference when comparing s.m to traditional forms of advertising like ads in newspapers and magazines or billboard posters. If you advertise wedding photography using those, the ad is shown to a bunch of people whether or not they want wedding photographs and you’ll pay for it no matter what. With s.m, it’s very likely that people who clicked on your ad are interested in what you have to offer because they told you so, or rather they told the search engine when they search for wedding photographer card, if they saw your ad and they clicked on it. Unlike traditional marketing, SEM targets people actively looking for products and services. This is different from broadcasting a message to people who may or may not have an interest in make sense. Right. Well, now you know how SEM works so well. Let’s sum up. Search engine marketing is a uniquely powerful option for your business. It’s simple, but effective. People search for things they want and advertisers target specific searches, but only pay when someone clicks to learn more.
That search engine marketing, if you stay tuned, will cover lots more about SEM, will explain how it works, how to identify effective keywords, how to write ads. People will click on a much more.