Search Engine Marketing (SEM) also known as Pay-Per-Click (PPC) is a method of advertising on the internet that involves generating leads for your business by promoting your website with paid ads on search engines or partnered sites.
Your ad will appear when a targeted phrase is searched, in a targeted market area, and you only pay when the user clicks on the ad, making SEM one of the most effective sources for immediate qualified leads in the marketplace.
Some of the benefits of SEM are:
Cost Per Click or ‘CPC’ is how much you pay when a consumer clicks on your ad. The great thing about SEM is you don’t pay for your ad to be seen, you only pay when a consumer clicks on your ad and is delivered to your website.
Impressions are the number of times your ad has been delivered in a related query on a search results page or on the display network, depending on your campaign strategies.
Ad Spend is what you actually pay to the search networks that the SEM advertisement is clicked on. When your ad has been clicked on by a consumer is when you actually have to pay for the advertisement, which is what is called Ad Spend. The more Ad Spend you have in your budget the more ad clicks you will receive and the more customers you will get.
Ad Rank is a benchmark the networks use while deciding when, where and how much you will spend versus your competitors. The optimization goal is improve Ad Rank by both improving your CTR and optimizing the landing page content on your website. This is why SEO is important for your website when running SEM campaigns.