Search Engine Marketing

With a growing number of consumers searching on the internet for products, search engine marketing has become an essential part of any online marketing strategy. By using search engine optimization, it is possible to reach a vast majority of new visitors to a website by performing a search query.

In search engine marketing, advertisers pay to have their ads displayed on the search results pages. Advertisers only pay when customers click on the ads — rather than having their ads displayed with no monetary transaction. This is an efficient way for a company to spend its money and build its brand. Plus, each click on the ad ensures better rankings in organic search results.

Since consumers enter search queries with the intent of finding information of commercial nature, they are in an excellent state of mind to make a purchase. The reason for this is that consumers are searching for specific information when they go online. This means that searching for a product or service is a more deliberate process and there is a higher chance of consumers including the product or service they are seeking in their search terms, thus making it more likely that they will purchase a product or service.

Search engine marketing is one of the most effective ways to drive traffic to a website. Unlike PPC advertising, SEO is non-intrusive and does not interrupt the user's tasks. The results of SEO are immediate and measurable with Google Analytics. It is one of the best ways to drive traffic to a website.

How Does SEM Work?

Search engines use complicated algorithms to ensure people are returned the most relevant search results. Paid search ads appear on the top and side of search engine results pages to gain more visibility and get more clicks than organic results.

When a consumer searches for the same product or service on the Internet, various company ads often appear on the search results page. In most cases, these ads are keyword-matching, meaning they use keywords in their title and/or content to draw the consumer’s attention to their website. These ads appear as featured results in the search results – alongside those for your keywords.

How A/B Testing Can Help With SEM

Since you're already investing to improve the performance of your search engine marketing, you should optimize for conversions. A/B testing landing pages is a great way to increase efficiency and maximize the performance of your advertising spend.

Optimizing your landing page can improve your search engine optimization (SEO) by increasing the quality of your site's pages. Taplytics helps you structure and implement A/B testing, showing you real-time results to help build confidence in your decision-making.

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