Before search engine marketing was launched, advertisers used a fixed marketing channel to showcase their brands, products, and services with limited advertising budgets. Now, with search engine marketing, the wide variety of channels makes marketers able to supersede their competitors that are larger than them. Search engine marketing, or SEM, allows an advertiser to reach or target his audience based on specific keywords or set of keywords that would make them to click on an advertisement or to view the content. The control this gives to advertisers is unprecedented when one takes note of the fixed marketing channels they were saddled with before this time. SEM also takes the specific needs and budget of the advertiser into account when it wants to channel traffic to its target audience. Targeting can be more specific and pinpointed and could be based on things such as geographical area, age, time of day, or even IP address. This reach is also unprecedented. The advertiser also has complete control over his budget. His budget is variable not fixed as he targets audiences based on his budget constraints. The author then posts tips and guides to SEM.
- Fixed advertising budgets that were used to promote a brand or services using a specific channel were used prior to the days of search engine marketing.
- An advertiser on search engine marketing can purchase traffic for a brand based on a specific keyword or a set of keywords on a click by click basis.
- Advertisers can be more flexible with SEM because it gives them the opportunity to choose how to target traffic based on the specific needs and budget of the advertiser.
“Much like the captain of a ship, you must maintain course if you wish to reach your destination. Review your campaign performance at least twice per day on days when SEM ads are being served.”