Search engine marketing (SEM), is a paid marketing campaign alternative for e-commerce market. Even those web sites that ranked high in SEO, still take advantage of other marketing strategies for maximum exposure of their online markets. Online marketing is dynamic. Highly ranked sites may not rank forever in the top position if, they’re not updated in tune with continue review of search engine algorithm operations.
Search Engine Marketing is sponsored advert, listed separately, in the result pages of search engines under “Sponsored Ads” acronym. These adverts are not part of the ranked websites result but, one or two of the text-ad links may be seen highlighted in transparent colour, on top of the ranked websites. Other ad-links are placed at the far right side of the search engine result page(s).
Yahoo!, Google and Microsoft pioneer SEM campaign, to shore-up online market visibility of merchants seeking exposure for their products and services world-wide. “Yahoo! Search”, Google “Advertisers” and MSN “adCenter” are trade-names of these major search engine marketing companies. With the rise in internet exploration, Google brought an innovation to SEM campaign, with its introduction of Adsense program, bringing in, private website owners as publishers.
Adsense program enable private web site owners provide space on their web pages for advert publication to further expand the visibility horizon of online marketplace. Owners of niche market with relevant products, cross-products and services are the target of Google’s Adsense marketing campaign. This program succeeded in expanding the advert space beyond the search engine marketers and becomes, a lucrative extra income source for private website owners. Website with high volume web traffic will easily qualify for Google Adsense registration.
To fund the marketing program, advertisers deposit certain amount of money in their accounts with the major marketers. A predetermine commission is paid to marketers or publishers (web owners) from these accounts to settle service render as agreed. Thus, each time web visitors click an ad-link, and landed on the website of an advertiser, the publisher on whose site visitors click the ad-link get paid, irrespective of outcome of the visit. This mode of payment is termed, Pay per Click (PPC) or Cost per Click (CPC).
Websites that meet Google’s criteria are notified after its findings. Further interactive correspondence then follow on how the program is easily set-up following Google directive. Thereafter, Google start directing relevant adverts appropriate to the publisher website, base on keyword or phrase search. Today there are other marketers replicating the Adsense program, to deepen the competitiveness of internet marketing program.