The best way to make your brand recognized is to get your business website listed on search engines. Search engines allow you to increase your rankings through SEO (search engine optimization), and SEM (search engine marketing), also known as Search Engine Advertising (SEA).

In the world of digital marketing today, search advertising has become much popular. Search engine advertising involves posting online ads with images and content on search engines such as Google, Bing and Yahoo. The purpose of using search advertising is to increase the traffic of your business website and the target audience. Let’s have a look at the significance of search engine advertising in today’s online landscape.

How SEA works?

When internet users type something on the search engines, let’s take Google, it shows two types of search results: organic results, and sponsored results. The organic results appear on the left side, and sponsored results appear on the separate row, and above the organic results with a yellow background.

The sponsored results are of websites that use Search Engine Advertising to get the first views on related keyword and topic searches. The search advertising is mainly concerned with specific keywords; hence, your website will only appear when those keywords are used. When it comes to marketing and growth of business online, the search engine advertising holds much significance.

Significance of Search Engine Advertising

For the online users, SEM like a guaranty from the search engine that the sponsored result will resolve the user’s need. However good content and optimization are preliminary requirements so don’t make a compromise.

The opportunity to present end users with advertisements that are customized to their buying/searching interests encourages them to click on search ads rather than unpaid search results, which are frequently irrelevant.

Customers use a search engine to spot and compare purchasing options in order to make a better buying decision. This is the reason search advertisements appear in the sponsored results in response to a consequent search term.

Benefits of Search Engine Advertising

Following are the few benefits of search engine advertising;

  • It enables you to approach your targeted audience with a greater degree of success as your website and/or its pages will be the first thing users see.
  • Search engines gauge your application through keywords, ad content, and landing page. Good optimization can get you high conversions and huge amount of traffic.

 

  • Through search advertising, you can get geo-targeted hits on your website, which is a big advantage to have. Geo-targeted SEM enables your business to increase its outreach in its service area, improving the chances of conversions and building a customer base.
  • Depending on seasonal trends, you can also change your budget rates.
  • Lastly, you can start your own campaign independently, without relying on contracts and long-term obligations.

Sources

https://en.wikipedia.org/wiki/Search_advertising
https://en.onpage.org/wiki/Search_Engine_Advertising
http://www.searchmetrics.com/glossary/search-engine-advertising/
http://onlinemarketingin60minutes.com/traffic-sea-search-engine-advertising/
http://www.goforthonlinenow.com/blog/72-the-benefits-of-search-engine-advertising-sem-pay-per-click
https://www.lyfemarketing.com/benefits-of-using-google-and-bing-advertising/