Search Engine Marketing (SEM)

Search Engine Marketing (SEM), also known as Pay Per Click (PPC) advertising or Sponsored Links is a success based advertising model used by search engines, whereby an advertiser only pays when a user clicks on an ad, to be directed to the advertiser's website. Advertisers bid on relevant keywords that they predict their target market will search for when seeking their product or service. When a user types a keyword query matching the advertiser's keyword list, the advertiser's ad may be shown. SEM ads may also appear on content network websites. In this case, ad networks attempt to provide ads that are relevant to the content of the page where they appear, and no search function is involved.

Your target market will use differing search terms dependant on their stage of the buying cycle. The eservice performance SEM strategy takes into account the various search behaviour used by consumers and treats accordingly whether the consumer is conducting research, short listing, or ready to purchase. Behavioural targeting is the most effective and cost efficient way to appeal to your target audience at the appropriate stage of engagement.