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SEM or Search Engine Marketing, works on the principle that web users input search terms into their internet browser search box in order to find information about goods or services they want to buy. It has been possible for some time now, for website owners to be able to 'bid' on certain keywords or phrases that they believe will be relevant to the goods or services being promoted on their site.

When a web user inputs a particular search term into a web browser, a whole set of results will be produced by the Search Engine they are using (e.g. Google™). At the top of each results page in most cases, there will be one or more 'Sponsored links'. These links, to websites containing information based on the search term input by the web user, are there because the website owner has paid to be there.

In short, the website owner has signed up to an advertising programme that allows for keywords to be bid for on a 'Pay-per-Click' basis. Essentially, every time a web user inputs a specific search term relevant to the information required, if the search term or keyword has been paid for within one of these programmes, the a link to that website will be displayed. The system allows the highest bidder to have their link to be shown at the very top of the page, i.e. it will be the first result displayed on the page. Other bidders, who have bid less, will have their link shown lower down in the list of Sponsored links. Sponsored links always appear at the top of each page of the search results.

Obviously, the information contained in the Sponsored link needs to be of sufficient interest for the web user to 'click' on it (This is where site optimisation is so important). Even though the website owner has offered to bid on a search term, unless the web user actually clicks on the link, there is nothing to pay! Clearly however, the objective of any advertising campaign is to drive traffic to a website and so the number of clicks made is an important measurement element. However, getting lots of clicks through to the website does not guarantee success - the visitor has not only to find the relevant information being searched for but has to be persuaded by the site's content that apurchase of goods or services will be made.

mprc Web Services will manage your pay-per-click campaign for you. Click here to see our prices and to place your order.

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