Search Engine Marketing (SEM) is one of the forms of internet marketing that involves the optimization, promotion, marketing, advertising on search engines (Google, Bing, Yahoo etc. ) and their advertising networks (Youtube, Google local, Adwords, major sites like WSJ, CNN etc. ) .
SEM consists of two major types of marketing:
- Pay Per Click (PPC) or Paid Search Advertising
- Search Engine Optimization (SEO)
In paid search, an advertiser has to pay for clicks based on their bid prices on search engines for a particular keyword. The most common and widely accepted paid search engine services include Google Adwords, Yahoo Search Marketing and Bing Ads.
Search Engine Optimization (SEO):
Search engine optimization get you more traffic from the organic, free, or natural listings on search engines including Google, Yahoo and Bing. A search engine considers several factors on-page and off-page about your website including your content such as videos, images, or local listings to establish your ranking by its algorithm. SEO process involves several off-page and on-page techniques to help search engines find and rank your site higher organically in response to a search from user.
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SEM updates on SEO & PPC for 2015 from Google & Bing :
Bing Ads Unifies Internet Traffic:
Bing Ads (formerly Microsoft adCenter and MSN adCenter) is a service that provides pay per click advertising on both Bing and Yahoo! search engines. As of the fourth quarter 2013, Bing Ads has 15.6% market share in the United States. One of the major developments of not getting much attention is the Bing Ads which saw major changes to its search campaign setup which now compares quite favorably with Google’s Enhanced Campaigns. Since last quarter of 2014, Bing started bundling tablet targeting with desktop, and this year Bing bundle mobile targeting with desktop, laptop and tablets. This means Bing has started to target all internet traffic to a website without demarcation of devices. This forces marketers to manage their campaigns and budgets across all devices.
Auction Insights added to Google Shopping Campaigns:
Google Shopping Campaigns, formerly known as Google Product Listing Ads (PLA) knows makes it easy for you to connect with online consumers and promote your products online. Google shopping campaign streamlines how you control and bid on your products, report on your performance, and find ways to increase your Google traffic. Last year, Google announced merging of Google Auction Insights to Shopping campaigns. It is important for marketers to consider these updates from Google while planning and launching new campaigns. The additional metrics like Impression Share, Overlap Rate and Outranking Share can give you information which can be leveraged for a smarter campaign and optimized results. Through these additional metrics, marketers can have greater insight into how they rank compared to their competitors and as a result they optimize their campaigns in a better way.
Google AdWords Bid strategy:
Google AdWords is Google’s advertising network in which advertisers bid on certain keywords for their clickable ads to appear in Google’s search results and across the Google Display Network, YouTube, apps, major websites globally and more. The Google Display Network (GDN) alone reaches 80% of Internet users in the United States. Google has introduced a new AdWords bidding feature along with a host of updates in Google Shopping. This allows advertisers to optimize their campaigns to bid for their ads to come above their targeted competitors. If used in conjunction with a clever strategy of bidding for very specific keywords, even small businesses can steal customers from big corporations with huge budgets from PPC campaigns.
Google Store Visits Metric:
Google has recently announced Store Visit Insights designed to help retail and ecommerce companies measure the impact of their paid search campaigns. This metric measures how SEM is affecting in-store purchases, so marketers can learn the impact of their online efforts – whether that conversion is online or offline.
These SEM updates will change the Paid Search landscape but it is very important to have the basic foundation before starting new online marketing campaigns.
In order to get highest rank in Google search results and ahead of your competition, it is important to stay up to date with Google updates. The latest big update from Google starting April 21, 2015 is the mobile-friendliness as a ranking signal for SEO. The exact quote of Google’s new update announcement is, “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.””. Google also mentioned “users will find it easier to get relevant, high quality search results that are optimized for their devices.” For more info, please check out our latest blog on Google Mobile Friendly Algorithm update guide.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.