Why Digital advertising has become unavoidable in 2019?

Experts still recommend paid search ads if businesses don’t have the time to invest in organic SEO.

 Advertising is a paid promotion, the ad content is delivered through a publisher and aims to persuade people respond in a particular way, such as an enquiry on offers, pricing and subsequently or the purchase itself.

Primary Advertisement Types:

Informative advertising is simply an announcement at the time of launch of a new product to reach a new group of customers, gives basic information about the product,

what it does, how someone might use it, where they can find it, and what the price is. The objective is to create an awareness of the product and attract interest.

Persuasive advertising aims to increase demand, influence people to change brands with a comparison of competitors and motivate people to make a purchase.

Reminder advertising is about assurance of quality, promises and testimonials and works well for established brands.

An advertisement’s reach can be either be broad or targeted and advertisers have the control of delivery or the ad distribution process.

But creating the right content or message, it’s the format – image, text, video, audio and the corresponding delivery channels to get the viewers attention and convert them is one of the advertising’s biggest challenges.

Preparing for an Advertising campaign

Before you dive into an advertising campaign, you need to have a strong understanding of the audience you’re trying to reach out.  If you don’t have data about your audience, then do thorough market research to gather information from the internet and expand on what you already know.

Knowing who you want to reach and the type of message (ad content) that will have a deep impact on them is critical for a successful advertising campaign; the customer communication channels are constantly shifting, and up-to-date information about your core audience will keep your decisions rooted in good data.

Getting to Know Your Advertising Options

Traditional advertising methods like print, radio, and television are the established channels still and digital advertising channels and slowly taking up these, there has been a consistent increase in digital advertising revenue.

The IAB’s Internet Advertising Revenue Report, a survey conducted independently by PricewaterhouseCoopers in the United States totaled $72.5 billion for the full year of 2016.

This clearly emphasizes the rate of migration into Digital Advertisement.

Here’s an overview of your options and know why you should choose Digital Advertising:

Print advertising

Radio (audio) advertising

Television advertising

Digital advertising

Display ads

Remarketing

Video

Social

Search

Mobile advertising

Digital Advertising

Digital advertising is the fastest-growing advertising category. In 2016, more than one-quarter of ad spending went to digital advertising, according to a report from IAB.

There are different types of digital ads, including:

Display advertising, known as “banner ads,” –  text or images, be interactive or include video.

Video advertising, videos used in display advertising. It generally refers to ads that are placed on video channels such as Youtube and Vimeo to run before, during, or after the primary video.

Social advertising refers to paid advertising options on social networks like Facebook, Google, LinkedIn, and Youtube.

Search advertising refers to the paid text-based ads that are shown right above the organic search results on Google.

Display advertising

It constitutes of text, image, and rich media advertising that you see on the Internet.

Display ads include:

  • Text-only ads
  • Banner ads
  • Pop-up ads – These open in an image or new window that appears in front of the content.
  • Pop-under ads – These ads open in a new window right below the active window.
  • Expanding ads – These increase in size after a period of time based on some user action such as mouseover, etc.
  • Rich-media ads – Videos, animations, and interactive ads
  • Interstitial ads – These  load first, then progress to the requested content
  • In-game ads  – These ads run in a computer, video, or online games.

How to run a  display advertising campaign?

There are many options for display advertising. Some offer free options. Larger brands often negotiate to advertise on their own sites. There are also large networks like Google’s Display Network—which includes more than two million websites.

Bing’s advertising network offers the same though not as wide as Google’s ad network.

Some types of display ads are of  DIY, but for a targeted professional campaign, the skills you’ll need depend on the type of ad you want to run. An exclusive multimedia ad will require a full production team (creative head,  artist, designer, content writer, programmer,  or other professionals to add audio or video elements), while a banner ad—similar to print advertising—needs a web designer and some content writing expertise.

Remarketing to your web visitors

Digital advertising also gives companies the opportunity to remarket potential customers by re-engaging people who’ve visited their website in the past. It is something similar to sending salespeople to follow customers around after they leave a store, just to remind them of your products and services.

In this technology-driven ad era – AI-powered bots, automation, and mobile delivery push services are excellent re-marketing mechanisms around now.

How does it work?

When a user visits a website, the site can leave a cookie on their computer that can collect information about Internet habits like pages visited or topics of interest.

That same company purchases ad space on a remarketing platform, which provides dynamic advertising space on a network of websites, for example, Google ad network.

When the user visits a site within the advertising network, the dynamic ad space of Google would recognize the information in the cookie and deliver a customized ad that features a product that the user looked at earlier.

It gives you the ability to precisely target warm leads, the audiences who were just looking at your site.

Adobe’s CMO publication reported that the ability to retarget ads can boost response to an ad by  400 percent.

Video advertising

Digital advertising gives the video a lot of flexibility that television just couldn’t offer. Television ads need to appeal to a broad audience while internet-based video advertising can be targeted to a much smaller group of people.

Videos can be incorporated into display ads and shown on display networks, or they can be distributed through streaming video. YouTube offers skippable and non-skippable ads that run before, during, or after the main video. Some brands, particularly those belonging to established media companies, include video advertising on their websites and mobile apps.

From a production point of view, creating a professional video digital ad isn’t particularly different than a television ad; you’ll need a team of professionals to move an ad from concept to broadcast. Learn more about different types of videos and how to produce your own.

Social advertising

Social media platforms are free to use and this makes it unavoidable channel, moreover a huge user presence has made Social Media platforms the numero uno ad content presentation channel.

Most social networks also offer paid options to messages, ads, or a brand’s presence. Various networks offer various types of ad content delivery and it is all up to you to pick and choose what you want to showcase your business.

Few examples:

Pinterest offers “promoted pins,” using a pay-per-click (PPC) model, that allows you to promote your pinned content to a targeted group of audience.

LinkedIn uses display ads, with text and a small image, that you can promote to a customized group of an audience within LinkedIn.

Twitter provides a couple of options, designed for different outcomes.

Tweets to increase engagement

Twitter account to  attract more followers

Trends to raise awareness of a service, product  or campaign

Facebook enables you to promote your Facebook Page and posts. Their sponsored ad services are now one of the trusted lead generation tools.

Search advertising

Known as search engine marketing (SEM), search advertising uses paid search ads to attract more traffic to a website. It generally uses an auction model to determine which ads will appear and in what order.

Google Ads is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results.

The search position of a website under the search list is determined based on the below logic.

Maximum Bid * Quality score of content = Ad rank > Position.

We at EphronTech have hands-on expertise running ads and successful campaigns on all these new age ad channels.
Please contact us by sending an email to getredtie@redtiemail.com

What is retargeting?

What is retargeting and why is it important to be done on an ongoing basis?

Have you ever visited a business’s website, looked around for a bit and then left, just to find their advertising following you around from site to site for days or even weeks? That’s retargeting.

Let’s take a closer look at retargeting for a moment…

Retargeting is the practice of serving ads based on prior engagement. It is a powerful branding and conversion optimization tool that can help you keep your brand in front of bounced traffic after they leave your website. When you consider that less than 2% of average customers are ready to buy when they visit a site for the first time, you’ll begin to understand just how important retargeting really is.

How it works?

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web. Once someone checks out your site, they’ll start to see your ads while reading an article, listening to music, or browsing other stores online. Facebook, Twitter, and Google all have pixels that can be used in different ways to retarget your customers. 

There are two main types of retargeting: pixel-based and list-based. 

-> Pixel-based retargeting is a way to re-display your material to any anonymous site visitor.

-> List-based retargeting works after you already have someone’s contact information in your database.

Retargeting through AdWords:

If you have an email address, or even a phone number, you can use Facebook and Twitter custom audiences, which are pretty cool to do targeting specifically to people on Facebook or on Twitter whose email address you’ve uploaded. If a lot of people have signed up for your email newsletter, we can get back in front of them using Facebook or Twitter custom audiences using AdWords.

More Reasons to Love Retargeting:

Retargeting is a great way to keep your prospects engaged and interact with people who have already shown interest in your company. There are more great reasons why retargeting is so important.

  • 72% of online shoppers (on average) will abandon their cart before checkout.
  • Without retargeting, only 8% of these customers will return to complete their purchase.
  • Website visitors who are retargeted with display ads are 70% more likely to convert.
  • Nearly 60% of online shoppers say they have noticed ads for products they have viewed after leaving a site.
  • 46% of Search Engine Marketing Pros think that retargeting is the most underused marketing technology.  Source: Wishpond

The more you know your audience, the better you can retarget them. Retargeting may take a few months to see ROI — and you’ll probably need to split-test or A/B test to see what resonates with your audience.

Create optimized retargeting ads and stay connected to them with our omnichannel messaging tool, Redtie.

What is retargeting?

What is retargeting and why is it important to be done on an ongoing basis?

Have you ever visited a business’s website, looked around for a bit and then left, just to find their advertising following you around from site to site for days or even weeks? That’s retargeting.

Let’s take a closer look at retargeting for a moment…

Retargeting is the practice of serving ads based on prior engagement. It is a powerful branding and conversion optimization tool that can help you keep your brand in front of bounced traffic after they leave your website. When you consider that less than 2% of average customers are ready to buy when they visit a site for the first time, you’ll begin to understand just how important retargeting really is.

How it works?

Retargeting is a cookie-based technology that uses simple Javascript code to anonymously ‘follow’ your audience all over the Web. Once someone checks out your site, they’ll start to see your ads while reading an article, listening to music, or browsing other stores online. Facebook, Twitter, and Google all have pixels that can be used in different ways to retarget your customers. 

There are two main types of retargeting: pixel-based and list-based. 

-> Pixel-based retargeting is a way to re-display your material to any anonymous site visitor.

-> List-based retargeting works after you already have someone’s contact information in your database.

Retargeting through AdWords:

If you have an email address, or even a phone number, you can use Facebook and Twitter custom audiences, which are pretty cool to do targeting specifically to people on Facebook or on Twitter whose email address you’ve uploaded. If a lot of people have signed up for your email newsletter, we can get back in front of them using Facebook or Twitter custom audiences using AdWords.

More Reasons to Love Retargeting:

Retargeting is a great way to keep your prospects engaged and interact with people who have already shown interest in your company. There are more great reasons why retargeting is so important.

  • 72% of online shoppers (on average) will abandon their cart before checkout.
  • Without retargeting, only 8% of these customers will return to complete their purchase.
  • Website visitors who are retargeted with display ads are 70% more likely to convert.
  • Nearly 60% of online shoppers say they have noticed ads for products they have viewed after leaving a site.
  • 46% of Search Engine Marketing Pros think that retargeting is the most underused marketing technology.  Source: Wishpond

The more you know your audience, the better you can retarget them. Retargeting may take a few months to see ROI — and you’ll probably need to split-test or A/B test to see what resonates with your audience.

Create optimized retargeting ads and stay connected to them with our omnichannel messaging tool, Redtie.

Why Digital advertising has become unavoidable in 2019?

Experts still recommend paid search ads if businesses don’t have the time to invest in organic SEO.

 Advertising is a paid promotion, the ad content is delivered through a publisher and aims to persuade people respond in a particular way, such as an enquiry on offers, pricing and subsequently or the purchase itself.

Primary Advertisement Types:

Informative advertising is simply an announcement at the time of launch of a new product to reach a new group of customers, gives basic information about the product,

what it does, how someone might use it, where they can find it, and what the price is. The objective is to create an awareness of the product and attract interest.

Persuasive advertising aims to increase demand, influence people to change brands with a comparison of competitors and motivate people to make a purchase.

Reminder advertising is about assurance of quality, promises and testimonials and works well for established brands.

An advertisement’s reach can be either be broad or targeted and advertisers have the control of delivery or the ad distribution process.

But creating the right content or message, it’s the format – image, text, video, audio and the corresponding delivery channels to get the viewers attention and convert them is one of the advertising’s biggest challenges.

Preparing for an Advertising campaign

Before you dive into an advertising campaign, you need to have a strong understanding of the audience you’re trying to reach out.  If you don’t have data about your audience, then do thorough market research to gather information from the internet and expand on what you already know.

Knowing who you want to reach and the type of message (ad content) that will have a deep impact on them is critical for a successful advertising campaign; the channels we use to communicate are constantly shifting, and up-to-date information about your core audience will keep your decisions rooted in good data.

Getting to Know Your Advertising Options

Traditional advertising methods like print, radio, and television are the established channels still and digital advertising channels and slowly taking up these, there has been a consistent increase in digital advertising revenue.

The IAB’s Internet Advertising Revenue Report, a survey conducted independently by PricewaterhouseCoopers in the United States totaled $72.5 billion for the full year of 2016.

This clearly emphasizes the rate of migration into Digital Advertisement.

Here’s an overview of your options and know why you should choose Digital Advertising:

Print advertising

Radio (audio) advertising

Television (video) advertising

Digital advertising

Display ads

Remarketing

Video

Social

Search

Mobile advertising

Digital Advertising

Digital advertising is the fastest-growing advertising category. In 2016, more than one-quarter of ad spending went to digital advertising, according to a report from IAB.

There are different types of digital ads, including:

Display advertising, known as “banner ads,” –  text or images, be interactive or include video.

Video advertising, videos used in display advertising. It generally refers to ads that are placed on video channels such as Youtube and Vimeo to run before, during, or after the primary video.

Social advertising refers to paid advertising options on social networks like FacebookGoogle, LinkedIn, and Youtube.

Search advertising refers to the paid text-based ads that are shown right above the organic search results on Google.

Display advertising

It constitutes of text, image, and rich media advertising that you see on the Internet.

Display ads include:

  • Text-only ads
  • Banner ads
  • Pop-up ads – These open in an image or new window that appears in front of the content.
  • Pop-under ads – These ads open in a new window right below the active window.
  • Expanding ads – These increase in size after a period of time based on some user action such as mouseover, etc.
  • Rich-media ads – Videos, animations, and interactive ads
  • Interstitial ads – These  load first, then progress to the requested content
  • In-game ads  – These ads run in a computer, video, or online games.

How to run a  display advertising campaign?

There are many options for display advertising. Some offer free options. Larger brands often negotiate to advertise on their own sites. There are also large networks like Google’s Display Network—which includes more than two million websites.

Bing’s advertising network offers the same though not as wide as Google’s ad network.

Some types of display ads are of  DIY, but for a targeted professional campaign, the skills you’ll need depend on the type of ad you want to run. An exclusive multimedia ad will require a full production team (creative head,  artist, designer, content writer, programmer,  or other professionals to add audio or video elements), while a banner ad—similar to print advertising—needs a web designer and some content writing expertise.

Remarketing to your web visitors

Digital advertising also gives companies the opportunity to remarket potential customers by re-engaging people who’ve visited their website in the past. It is something similar to sending salespeople to follow customers around after they leave a store, just to remind them of your products and services.

In this technology-driven ad era – AI-powered bots, automation, and mobile delivery push services are excellent re-marketing mechanisms around now.

How does it work?

When a user visits a website, the site can leave a cookie on their computer that can collect information about Internet habits like pages visited or topics of interest.

That same company purchases ad space on a remarketing platform, which provides dynamic advertising space on a network of websites, for example, Google ad network.

When the user visits a site within the advertising network, the dynamic ad space of Google would recognize the information in the cookie and deliver a customized ad that features a product that the user looked at earlier.

It gives you the ability to precisely target warm leads, the audiences who were just looking at your site.

Adobe’s CMO publication reported that the ability to retarget ads can boost response to an ad by  400 percent.

Video advertising

Digital advertising gives the video a lot of flexibility that television just couldn’t offer. Television ads need to appeal to a broad audience while internet-based video advertising can be targeted to a much smaller group of people.

Videos can be incorporated into display ads and shown on display networks, or they can be distributed through streaming video. YouTube offers skippable and non-skippable ads that run before, during, or after the main video. Some brands, particularly those belonging to established media companies, include video advertising on their websites and mobile apps.

From a production point of view, creating a professional video digital ad isn’t particularly different than a television ad; you’ll need a team of professionals to move an ad from concept to broadcast. Learn more about different types of videos and how to produce your own.

Social advertising

Social media platforms are free to use and this makes it unavoidable channel, moreover a huge user presence has made Social Media platforms the numero uno ad content presentation channel.

Most social networks also offer paid options to messages, ads, or a brand’s presence. Various networks offer various types of ad content delivery and it is all up to you to pick and choose what you want to showcase your business.

Few examples:

Pinterest offers “promoted pins,” using a pay-per-click (PPC) model, that allows you to promote your pinned content to a targeted group of audience.

LinkedIn uses display ads, with text and a small image, that you can promote to a customized group of an audience within LinkedIn.

Twitter provides a couple of options, designed for different outcomes.

Tweets to increase engagement

Twitter account to  attract more followers

Trends to raise awareness of a service, product  or campaign

Facebook enables you to promote your Facebook Page and posts. Their sponsored ad services are now one of the trusted lead generation tools.

Search advertising

Known as search engine marketing (SEM), search advertising uses paid search ads to attract more traffic to a website. It generally uses an auction model to determine which ads will appear and in what order.

Google AdWords is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results.

The search position of a website under the search list is determined based on the below logic.

Maximum Bid * Quality score of content = Ad rank > Position.

We at EphronTech have hands-on expertise running ads and successful campaigns on all these new age ad channels.
Please contact us by sending an email to getredtie@redtie.email

Why Digital advertising has become unavoidable in 2019?

Experts still recommend paid search ads if businesses don’t have the time to invest in organic SEO.

 Advertising is a paid promotion, the ad content is delivered through a publisher and aims to persuade people respond in a particular way, such as an enquiry on offers, pricing and subsequently or the purchase itself.

Primary Advertisement Types:

Informative advertising is simply an announcement at the time of launch of a new product to reach a new group of customers, gives basic information about the product,

what it does, how someone might use it, where they can find it, and what the price is. The objective is to create an awareness of the product and attract interest.

Persuasive advertising aims to increase demand, influence people to change brands with a comparison of competitors and motivate people to make a purchase.

Reminder advertising is about assurance of quality, promises and testimonials and works well for established brands.

An advertisement’s reach can be either be broad or targeted and advertisers have the control of delivery or the ad distribution process.

But creating the right content or message, it’s the format – image, text, video, audio and the corresponding delivery channels to get the viewers attention and convert them is one of the advertising’s biggest challenges.

Preparing for an Advertising campaign

Before you dive into an advertising campaign, you need to have a strong understanding of the audience you’re trying to reach out.  If you don’t have data about your audience, then do thorough market research to gather information from the internet and expand on what you already know.

Knowing who you want to reach and the type of message (ad content) that will have a deep impact on them is critical for a successful advertising campaign; the channels we use to communicate are constantly shifting, and up-to-date information about your core audience will keep your decisions rooted in good data.

Getting to Know Your Advertising Options

Traditional advertising methods like print, radio, and television are the established channels still and digital advertising channels and slowly taking up these, there has been a consistent increase in digital advertising revenue.

The IAB’s Internet Advertising Revenue Report, a survey conducted independently by PricewaterhouseCoopers in the United States totaled $72.5 billion for the full year of 2016.

This clearly emphasizes the rate of migration into Digital Advertisement.

Here’s an overview of your options and know why you should choose Digital Advertising:

Print advertising

Radio (audio) advertising

Television (video) advertising

Digital advertising

Display ads

Remarketing

Video

Social

Search

Mobile advertising

Digital Advertising

Digital advertising is the fastest-growing advertising category. In 2016, more than one-quarter of ad spending went to digital advertising, according to a report from IAB.

There are different types of digital ads, including:

Display advertising, known as “banner ads,” –  text or images, be interactive or include video.

Video advertising, videos used in display advertising. It generally refers to ads that are placed on video channels such as Youtube and Vimeo to run before, during, or after the primary video.

Social advertising refers to paid advertising options on social networks like FacebookGoogle, LinkedIn, and Youtube.

Search advertising refers to the paid text-based ads that are shown right above the organic search results on Google.

Display advertising

It constitutes of text, image, and rich media advertising that you see on the Internet.

Display ads include:

  • Text-only ads
  • Banner ads
  • Pop-up ads – These open in an image or new window that appears in front of the content.
  • Pop-under ads – These ads open in a new window right below the active window.
  • Expanding ads – These increase in size after a period of time based on some user action such as mouseover, etc.
  • Rich-media ads – Videos, animations, and interactive ads
  • Interstitial ads – These  load first, then progress to the requested content
  • In-game ads  – These ads run in a computer, video, or online games.

How to run a  display advertising campaign?

There are many options for display advertising. Some offer free options. Larger brands often negotiate to advertise on their own sites. There are also large networks like Google’s Display Network—which includes more than two million websites.

Bing’s advertising network offers the same though not as wide as Google’s ad network.

Some types of display ads are of  DIY, but for a targeted professional campaign, the skills you’ll need depend on the type of ad you want to run. An exclusive multimedia ad will require a full production team (creative head,  artist, designer, content writer, programmer,  or other professionals to add audio or video elements), while a banner ad—similar to print advertising—needs a web designer and some content writing expertise.

Remarketing to your web visitors

Digital advertising also gives companies the opportunity to remarket potential customers by re-engaging people who’ve visited their website in the past. It is something similar to sending salespeople to follow customers around after they leave a store, just to remind them of your products and services.

In this technology-driven ad era – AI-powered bots, automation, and mobile delivery push services are excellent re-marketing mechanisms around now.

How does it work?

When a user visits a website, the site can leave a cookie on their computer that can collect information about Internet habits like pages visited or topics of interest.

That same company purchases ad space on a remarketing platform, which provides dynamic advertising space on a network of websites, for example, Google ad network.

When the user visits a site within the advertising network, the dynamic ad space of Google would recognize the information in the cookie and deliver a customized ad that features a product that the user looked at earlier.

It gives you the ability to precisely target warm leads, the audiences who were just looking at your site.

Adobe’s CMO publication reported that the ability to retarget ads can boost response to an ad by  400 percent.

Video advertising

Digital advertising gives the video a lot of flexibility that television just couldn’t offer. Television ads need to appeal to a broad audience while internet-based video advertising can be targeted to a much smaller group of people.

Videos can be incorporated into display ads and shown on display networks, or they can be distributed through streaming video. YouTube offers skippable and non-skippable ads that run before, during, or after the main video. Some brands, particularly those belonging to established media companies, include video advertising on their websites and mobile apps.

From a production point of view, creating a professional video digital ad isn’t particularly different than a television ad; you’ll need a team of professionals to move an ad from concept to broadcast. Learn more about different types of videos and how to produce your own.

Social advertising

Social media platforms are free to use and this makes it unavoidable channel, moreover a huge user presence has made Social Media platforms the numero uno ad content presentation channel.

Most social networks also offer paid options to messages, ads, or a brand’s presence. Various networks offer various types of ad content delivery and it is all up to you to pick and choose what you want to showcase your business.

Few examples:

Pinterest offers “promoted pins,” using a pay-per-click (PPC) model, that allows you to promote your pinned content to a targeted group of audience.

LinkedIn uses display ads, with text and a small image, that you can promote to a customized group of an audience within LinkedIn.

Twitter provides a couple of options, designed for different outcomes.

Tweets to increase engagement

Twitter account to  attract more followers

Trends to raise awareness of a service, product  or campaign

Facebook enables you to promote your Facebook Page and posts. Their sponsored ad services are now one of the trusted lead generation tools.

Search advertising

Known as search engine marketing (SEM), search advertising uses paid search ads to attract more traffic to a website. It generally uses an auction model to determine which ads will appear and in what order.

Google AdWords is Google’s advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google’s search results.

The search position of a website under the search list is determined based on the below logic.

Maximum Bid * Quality score of content = Ad rank > Position.

We at EphronTech have hands-on expertise running ads and successful campaigns on all these new age ad channels.
Please contact us by sending an email to getredtie@redtie.email

Link Building for Newbies

Why Link Building Matters, or Why Links Are Worth It?

In the offline world, people, companies, and the traditional media act as backlinks, promoting and endorsing various services and products. The more people recommend a certain brand, the more popular it becomes.  The same logic applies to the way Google operates: the more websites with good reputation refer to your site, the higher your website appears in the SERPs.

Read more…

Source: Search Engine Journal

How to Do Search Engine marketing?

What is SEM – Search Engine marketing and how to do it right?

Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace. With millions of businesses out there all vying for the same eyeballs, it’s never been more important to advertise online, and search engine marketing is the most effective way to promote your products and grow your business.

Search Engine Marketing – An Overview

Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). Advertisers bid on keywords that users of services such as Google and Bing might enter when looking for certain products or services, which gives the advertiser the opportunity for their ads to appear alongside results for those search queries.

SEM vs. SEO | What’s the difference?

Generally, “search engine marketing” refers to paid search marketing, a system where businesses pay Google to show their ads in the search results.

Search engine optimization, or SEO, is different because businesses don’t pay Google for traffic and clicks; rather, they earn a free spot in the search results by having the most relevant content for a given keyword search.

Both SEO and SEM should be fundamental parts of your online marketing strategy. SEO is a powerful way to drive evergreen traffic at the top of the funnel, while search engine advertisements are a highly cost-effective way to drive conversions at the bottom of the funnel.

Read more…

Source: WordStream