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W X Y Z What Is engine marketing SEM is digital strategy used to increase visibility search results pages SERPs While industry term once referred both organic activities such as optimization SEO paid it now refers almost exclusively advertising also alternately or pay per click PPC Why Important With increasing number consumers researching shopping products online has become crucial company reach fact majority new visitors find performing query on advertisers only impressions that result making efficient way spend its dollars As added bonus each visitor incrementally improves rankings Since enter queries intent finding information commercial nature they are excellent state mind make purchase compared other sites social media where users not explicitly searching something reaches at exactly right time when open Unlike non-intrusive does interrupt their tasks Results immediate It arguably drive traffic How Works engines use complicated algorithms ensure most relevant returned including location available sponsored ads appear top side gain more prominence than Let say you customer looking product service You go type your terms known keywords page will come across various whose match These prominent locations along listings The highly specific likely them let take look how campaigns work from marketer perspective networks self-serve operations Once selects network he she can get campaign up within short period When setting prompted Conduct keyword research select set related Select geographic ad be displayed Create text-based display Bid price willing Text-only easy produce Marketers headline text body call-to-action URL hyperlink considered many Examples Of Ad Networks two primary professionals target Google Ads formerly Adwords Bing AdWords actually Network Display first consists search-related owned while second includes properties YouTube Blogger Gmail allows customers buy Yahoo much larger around x size pricing often lower may able better rank competitive phrase less And some report clickthrough higher well Testing Can Complement already investment bring worthwhile effort optimize conversions efficiency spending testing landing maximize either optimizing average order value revenue Optimizing Quality Score thus reducing CPC platforms like help easily structure implement offering real-time give confidence business decisions integrations popular Facebook ad-related quick Recommended Content Big Book Experimentation Be inspired experiment ideas have generated millions Your Copy Digital Competitiveness Learn benefits experimenting scale this original Harvard Business Review Download Whitepaper This assessment starting point understanding organization capabilities path building high-performing program Begin times Language English Deutsch Features amp Benefits Developers Solutions Finance Case Studies Technology Resources Resource About Careers Press Nonprofits Contact Other Status Global Customer Success Terms Service Trademark Policy Privacy 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