The goal of search engine marketing, (SEM) is to increase the visibility of websites in search engine results pages (SERPs) by means of paid placement, contextual advertising, and paid inclusion. Paid placement involves making payments to Google or Yahoo in order to place advertising in a prominent position on page 1 of the search results. Invariably this will be in the form of a pay-per-click campaign. Websites that utilize the system will have an advertisement displayed when a search term matches an entry in the advertiser’s keyword list, or when a content site displays relevant content. As the name suggests, every time the searcher clicks on the ad (and is directed to the target website) the advertiser makes a payment to the host. Content sites usually charge a fixed price per click, while search engines invariably use a bidding system.
Through this form of advertising a fee is paid for each visit to the target website. This typically costs from a few cents to several dollars per visit, depending on the level of competition and the timing. The effectiveness of the campaign can be readily assessed by determining the value of the sales realized versus the cost of the advertising.
Contextual advertising presents pop-up ads thematically related to a website being visited. The system scans the text of the website for keywords and returns advertisements to the webpage based on what the user is viewing. Contextual advertising is also used to display advertisements on search results pages based on the keywords in the user’s query.
With paid inclusion programs, the payment guarantees a listing on the search pages for the website, but typically there will be no guarantee that the pages will rank well for a particular query. That will depend on the search engine algorithms.
The role of SEM in online advertising has been clearly established, but management of these programs, especially of pay-per-click campaigns can be complex and time-consuming. AuroIN has assumed a leadership role in the management of these advertising campaigns. Set-up and maintenance fees will constitute a very small percentage of your budget. There are no contracts to sign so you can maintain a flexible program. AuroIN’s SEO expertise is based on years of research and experience, and we continue to improve our techniques and resources to maintain our dominant leadership position. We have been in business since 2000 and currently have over 700 employees. Our client base is over 1000 and we have a client retention rate of 99%.