Chapter 20

This chapter answers the question of “What does SEM have to do with social media?” Search Engine Marketing or SEM is one of the most effective ways you can market and advertise your web site on the Internet. When SEO and SEM are combined on one web page, the rankings are unstoppable. SEM in part means marketing your web page’s spending per month for your campaign or paid listing.

Along with SEM also involves PPC. Pay-Per-Click advertising requires that you decide which keywords or keywords phrases you used in your SEO campaign are most important, the ones that best match those that your customer will type into a search engine. While there are many providers of PPC, banner advertising, and other pay-for-performance advertisers, Google is by far the largest. For a successful campaign two-to-four keyword phrases are the best way to launch your SEM keyword campaign. Keyword combinations should be significantly more specific than a single word and will help you connect with a more targeted and specific audience.

This chapter continued, by helping map out steps for a successful SEM campaign. After you select you keyword, you’ll want to see what others are willing to pay each time someone clicks on the word from the search engine. The next step is to indicate how much you are willing to spend on each click. It’s a bidding system, if you bid higher you might be placed higher on the search engine’s list of paid sponsors. Now you have to decide how much you are willing to spend per month.

I have further learned to experiment and try different search engines when creating keywords. It is important to determine the most effective way to reach your customers yourself and with the combination of SEO and SEM they have the potential to create a cost effective way to reach customers when the moment they are looking for you.