Let us suppose you are a customer looking for a product or service online. You visit a search engine and type the product in the search box (also known as keywords). The search results page will come across various company ads whose keywords will match your search keywords.
These ads appear in prominent locations on the page–along with the other search listings that match one’s keywords. The paid listings are highly relevant to one’s specific search, making it likely to click on them.
Thus, Search Engine Marketing (SEM) is a digital marketing strategy used to increase the visibility of a website in search engine results pages (SERPs) through paid ads.
People who are new to digital marketing and using search engine results may wonder about the difference between SEM and Payment Per Click (PPC). There is no actual difference in these terms.
Search Engine Marketing (SEM) uses PPC as a strategy. Pay Per Click (PPC) is also known as Cost Per Click (CPC).
- Roughly half of web users can’t tell the difference between paid and organic search results.
- 2% – 4% CTR is widely accepted across the industries to set up Key Performance Indicators (KPIs).
- 10% – 12% is world-wide accepted conversion rate for a SEM campaign.
- Return on Ad Spent (ROAS), generally known as ROI, in 1:4 ratio considered to be excellent.