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SEM (Search Engine Marketing)

Search engine marketing (SEM) is a digital marketing strategy that involves promoting websites by increasing their visibility in search engine results pages (SERPs) through paid advertising, such as pay-per-click (PPC) ads, sponsored listings, and text-based search ads. In academia, SEM is studied within the fields of online advertising, search engine optimization (SEO), and marketing analytics. Researchers investigate SEM strategies and tactics, such as keyword targeting, ad copy optimization, and bid management, to maximize ad relevance and click-through rates while minimizing advertising costs and maximizing return on investment (ROI). SEM enables organizations to reach target audiences actively searching for relevant products or services, increase website traffic, and generate qualified leads or conversions by bidding on relevant keywords and optimizing ad targeting, messaging, and landing page experiences to align with user search intent and preferences. By leveraging SEM, organizations can achieve immediate visibility and results in search engine results pages (SERPs), complementing organic search efforts and expanding their online reach to drive customer acquisition, lead generation, and revenue growth. Academic studies on SEM also explore its integration with other marketing channels, such as social media advertising, display advertising, and content marketing, as well as performance measurement metrics, bid optimization algorithms, and attribution modeling techniques to enhance campaign effectiveness and ROI in competitive search advertising markets and industry verticals.

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