Search Engine Marketing

Search Engine Marketing, also known as SEM, is a type of Internet marketing that SEM experts undertake to promote a website on search engines result pages (SERPS) and their properties.  Search Engine Marketing could refer to search engine optimization (or SEO), Pay per click (PPC) advertising, and/or paid inclusion.  However, SEM is mostly known as the practice of pay per click ad management.

Search Engine Marketing is the process of keyword research, segmenting them to different ad groups, writing targeting ad copies and sending visitors to targeted landing pages.  To make sure the SEM campaign performs well, there is a need for ongoing optimization of search engine marketing campaign.  This can be done by analyzing the traffic utilizing a Web Analytics application (such as Google Analytics, Omniture or WebTrends). Based on the performance, the search experts work on adjusting the bids, testing landing pages and optimizing landing page to improve SEM campaign performance and improve ROI.

Search Engine Marketing Articles from Toronto SEM Expert:

Google AdWords Advertising in a Nutshell –  Actionable advice on how to set up and manage PPC campaigns on Google AdWords, YSM and MSN.

Google AdWords Consulting –  If you are new to Google AdWords, you might be better off consulting with a Google AdWords consultant to make sure you get the maximum ROI on your search engine marketing campaign.

Search Engine Marketing Training Courses –  If you have ever wondered what are the best ways to learn SEM, this  blog post offers some recommendations.

Google Search-based Keyword Search Tool Perfect for PPC? –  Google AdWords is now equipped with a new and improved keyword research tool that provides keyword suggestions through analyzing websites and relying on Google keyword query database to help you optimize your AdWords campaigns.

PPC or SEO? –  You would like to know where to allocate your website promotion budget?  PPC advertising and SEO could bring synergy to your marketing mix by increasing your visibility.

Landing Page Load Time Added to AdWords Interface – Google is now considering your load time before calculating your PPC Quality Score.

Landing Page Load Time Impact on Google AdWords Quality Score – Google to Ad load time as a criteria for measuring Quality Score.

SEM Expertise Needed to Be an SEM Specialist – This article covers the skill sets an SEM Experts needs to have in order to be successful in running search marketing campaigns.

Personalization & Google Universal Search Optimization –  A look at the impact of search personalization and integrated search result (Google Universal) on Search Engine Marketing.

Optimizing for Personalized and Universal Search – An analysis of Search Engine Marketing campaigns in the personalization and universal search era.

Should You Outsource SEM Services? – If you are wondering whether or not to outsource your search engine marketing services and would like to know the pros and cons of outsourcing vs. doing search in house this is an article to read.

Keyword Research for PPC – Keyword research is an integral part of search engine marketing. This article highlights the importance of keyword research and provides tips on the subject.

The Long Tail! Is it for everybody? – There has been so many talks about the importance of considering long tail keyword when designing Search Marketing campaigns.  This articles suggests that this might not be the best strategy for everybody.

More Articles on Search Engine Marketing.