Made up of pay per click (PPC) and search engine optimisation (SEO), search engine marketing (SEM) is about engaging with customers looking for information related to your goods and services- and making your website as visible as possible within the online search space.
- PPC provides an outstanding opportunity to reach potential customers when they are active in research or buy mode.
- SEO is the process of developing a website’s visibility in the natural listings by improving key areas of relevance.
Providing background on these strategies, and guidance on how to set objectives, optimise your campaigns, and measure their success, this section will help you develop a clear plan of action before embarking into SEM.
Budgetary and technical constraints may not always favour a fully integrated approach to SEM, so you can also view the pros and cons for each type and determine which direction is right for your business, and find out first-hand how Net Media Planet helped Cotswold Outdoors grow their sales by 460% through paid search.
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