How Search Engine Marketing Works
Search Engine Marketing is the process by which a business pays search engines for advertising on relevant keywords. This is known as PPC advertising. So, if your business sells pillows, you might want to have an ad appear whenever someone searches for “Buy new pillows” on Google or Bing. Of course, it’s not that simple, however If you only ship to customers in Melbourne, then you only want to advertise to people in Melbourne. And if there at 20 of your competitors also wanting to advertise to people who are searching for “Buy new pillows”, then the cost of your advertisement is going to skyrocket.
Search Engine Marketing is the art of finding the right keywords that people with high purchase intent are searching, creating ads that those people will click, and ensuring the landing page they are directed to is optimised to convert them into a paying customer.