Search engine marketing (SEM) is a form of Internet Marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) mainly by paid advertising.
There are certain reasons for which SEM is becoming a necessity:
Direct Response Oriented
Purposes behind any SEM campaign can be varied from generating quality traffic to conversion; but one thing remains common among these. These ads incite the people for a response. It is a fact that almost every search begins with typing some keywords on a search engine like Google. SEM is a tool that targets people directly based on what they search.
Prominent Online Presence
Today every business owner is much conscious when it comes to online presence. It has resulted in so much online clutter. As a result, website is lost somewhere thousands of SERPs. This is where Search Engine Marketing becomes extremely important. It makes sure your ads stand out for the searches based on searched keywords.
Millions of searches are performed on Google daily. Many of them are unrelated. That’s the reason, when it comes to paid advertisements; it needs to be very precise. Adwords offers these precise target settings like Geo-targeting (where searchers are physically located), device targeting (are they using a desktop, tablet, smartphone? Which carrier are they on?), Ad scheduling (Only target people during certain hours of the week or days of the week) and the rest.
Efforts are not efforts unless those are measurable. SEM marketing is very measurable. By using UTM tags, and web analytics tools such as Google Analytics, the result of each keyword or ad can be measured. AdWords and Google Analytics are by default setup to track your campaigns, ad groups, keywords and ads. As a result, it is convenient to know where to hit exactly.
These all factors eventually contribute towards the success of a digital marketing campaign. Once you launched the campaign, you are on the first page of Search Engine. So, being quick results driven makes this inorganic tool of online marketing remarkable among others.