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SEM or Search Engine Marketing, also known widely as Pay-per Click (PPC), 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 or use. 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. The most popular and widely used of these PPC systems is 'Google Adwords' (there are others), which is a sophisticated advertising and reporting tool that produces suitably configurable campaigns and reports and automates much of the process. This system is popular because nowadays, many of the Search Engines provided by ISPs, such as Virgin Media and Talk Talk in the UK, are 'enhanced' or 'powered by' Google. These are known as Google Network partners and Adword campaigns can be configured to show adverts when the appropriate seach terms have been input by internet users.

Recent developments, which include 'Google Instant' results, where the Search Engine predicts what the internet visitor is searching for and displays them after the input of just a few characters or partial words, means that it has become ever more important to ensure the right keyword phrases and descriptions are used.

SEM/PPC is not for everyone but, if you have a new product or brand to launch, this technique can propel you on to the top of the first page almost instantly. As such, it can be ideal for promotional activity, which may be short term and the costs, which are not insignificant, can be built in to the marketing budget you have allocated to your promotion.

Beware however, your PPC campaign may produce lots of 'clicks' but these may be from competitors trying to spoil your campaign (not unknown), or even if genuine, what you have on your site needs to be what the searcher wants. Poor or inappropriate content cannot be overcome by PPC campaigns driving web traffic to your door - if anything, it could make things worse as the credibility of your website offerings and perhaps even the reputation of your business could be called into question.

Costs? Well, even a modest campaign can soak up £100-400 per month and many larger businesses spen £1000's over long periods of time. If you have a new or developing business, then you will need to think carefully before committing.

Downside? Even today, with just about everyone using the Internet to find things, there are still suspicions about 'Sponsored Links'. It is more or less common knowledge now that these are 'paid for' entries and therefore not perhaps as 'pukka' as the organic links that appear below. Organic links are those where a website has been indexed by the Search Engines and deemed highly relevant to the keyword phrase that has been input into the Search box. These Search engine ' rankings' are much prized, as the SE's have deemed those links closest to the top of the first page (of organic results) and therefore most likely to be 'trusted' by searchers. It generally takes from 4 weeks to 3 months for new sites to be indexed and so some businesses use a combination of SEO and SEM activity to ensure that, over time, their site becomes more easily found in the organic results and the requirement to invest in advertising reduces significantly.

mprc Web Services can advise on the best approach for you business. Email us for a no obligation survey and quotation.

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Digital Marketing:

In addition to PPC, link building has become a popular method of site promotion. See what's on offer below:

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