Search Engine Marketing (SEM)

Odds are, you’re well-versed at using the big search engines, Google and Yahoo, to find goods and services on the web.

In fact, you’re probably able to locate exactly what you’re looking for in just a few seconds. It’s quick, simple and intuitive. You enter a word and-boom-you’ve got results.

However, there’s a lot going on behind the scenes. Have you ever noticed you get multiple types of results? Have you ever wondered why they appear in the order they do-or why they appear at all?

Those questions are at the heart of Search Engine Marketing, or “SEM”.

Consider the screen capture below, taken from a Google Search for “Laptop”

Search Engine Layout

Section 1 is for the top three highest paying advertisers. Pay Per Click costs are generally an auction based system where you are bidding against other companies who are targeting similar keywords or topics of interest.

Section2 is where the lower cost ads are displayed.  Generally it will cost $0.20 to $1.50 per click to showcase an ad here.  Highest placement does not necessarily mean the best spot.  Often times we intentionally bid for place 3-7 as they are less expensive but equally effective.

Section 3 is Googles Shopping Results also called Google Base.  If your website is an E-Commerce website selling products, it is possible to get your products listed here.  Google Shopping is an Organic Result, meaning you don’t pay to be listed here.  If you are interested in this, visit Google Shopping Integration.  This doesn’t always show up on search results, but usually does when you are searching for a product that can be purchased and shipped.

Section 4 is Organic Search Results.  Each Search Engine has a secret formula they use to “rank” which website should be shown first.  They are extremely secretive about which factors are used to determine rank, but several are known.  If you would like your website to appear in Organic Search Results, visit Search Engine Optimization (SEO).

Continue to Pay Per Click Consulting

If you would like to know more about this, schedule a free 1 hr interview.
We’ll help you understand how search engines work and how you can benefit.
Contact us at 503 830 4313 or email us.

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