Search Engine Marketing (SEM): What is it?

Search Engine Optimization (SEO) & Pay-Per-Click (PPC) Management

Search Engine Marketing (SEM) is not as complex as all the acronyms and 12 syllable terms make it seem. It is actually very simple. What is the difference between Search Engine Optimization (SEO) and Pay-Per-Click (PPC) campaigns? At the most basic level, we are referring to different sections of a search engine's result page. The architecture is similar among Google, Yahoo!, msn.com and other engines.

An SEM campaign starts with a thorough evaluation of your web site, the sites of your competitors, and of your market segment in the search engines. We examine the search habits of Google’s and Yahoo’s users and pinpoint the best search terms for your enterprise. This report is then used to launch SEO and/or PPC campaigns aimed at growing your business quickly and consistently.

Pay-Per-Click (PPC) campaigns, an advertising method on the top and side of search engine results, can deliver an immediate #1 ranking. These campaigns can be costly and must be managed effectively to avoid cost overruns and high expenses. Your company is charged by Google Adwords or Yahoo! Search Marketing each time a searcher actually clicks on your link.

Although search engines have gradually been saturating their result pages (SERPs) with pay-per-click ads, the organic results that populate the left column continue to be where most internet users' eyes gravitate:

This eye tracking chart shows that most internet users scan a Google results page in a triangular pattern. The first 3 organic listings typically draw the most eyes (warmer colors) and clicks (purple X's). The first couple pay-per-click ads will receive some attention, but the leaders in the organic listings harvest the most visitors. And the best part of organic SEO? Unlike the PPC customers, you don't pay for each click!

Google Saturation

At Just Drive, our experience shows that the best strategy is to compete in both methods of web marketing. While nothing performs as well as a top organic position, coupling it with a Pay-Per-Click Ad on the same page increases awareness of your brand among those seeking out your products and services on the web. Pay-Per-Click campaigns are also crucial for scooping up those "long tail" searches, like when someone searches "near-by suburban town + your product/service".