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Search engine marketing (SEM) is a combination of search engine optimization (SEO) and pay-per-click advertisingstrategies. Both these online marketing strategies are used to leverage the internet marketing advantages such as maximizing search results, profit, and Return On Investment (RON). Search engine marketing has become one of the popular advertising strategies in the online marketing world. Also, search engine marketing is a cost-effective marketing plan. Advantages of search engine marketing are:

  • Increased website traffic
  • High search engine visibility over competitors
  • High brand recognition
  • Increased sales and leads
  • Increased return on investment and performance feedback
  • Decreased promotion costs
Most online marketers use both search engine optimization and pay-per-click advertising as a cost saving method. Regular monitoring and maintenance is required for getting optimum results from search marketing campaign. Search engine campaign refinement includes evaluation of keyword performance and determination of highly traffic keywords.