S earch Engine Marketing, or SEM, works hand-in-hand with Search Engine Optimization (SEO) to earn your website top placement in search rankings under your selected keywords. The only way to guarantee placement of any kind, SEM offers a much more reliable way to ensure that your website appears at the top of search engine results than is possible with SEO.
Sponsor listings (commonly known as pay-per-click or PPC ads) are the text-based advertisements that appear at the top and right sides of match results in search engines. Each ad’s rank or position is determined by a bidding system. Effective management of pay-per-click campaigns is what Search Engine Marketing (SEM) is all about.
While organic SEO positioning is often erratic, unpredictable and ultimately controlled by the search engines, SEM is controllable and highly targeted. You decide how high your ads will be placed based on the amount you’re willing to bid for each keyword position. You decide when and where your ad will display across a network of websites that partner with Google, Yahoo and Bing. Additionally, PPC ads can be set to be sensitive to the IP addresses of searchers’ geographic locations, so your ads only appear for patients looking in the areas that you want.
In highly competitive markets, PPC may be the only way to earn a place on the first page of Google, Yahoo and Bing. In fact, it’s the only way to guarantee placement of any kind. When used in conjunction with SEO, pay-per-click campaigns are extremely effective ways to get visitors onto your website.
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