Scribd
Upload
22 views12 pages

Lecture Two B - Search Engine Optimization

Uploaded by

Takudzwa Madamombe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
22 views12 pages

Lecture Two B - Search Engine Optimization

Uploaded by

Takudzwa Madamombe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 12

DIGITAL MARKETING

CUIMM216

Bachelor of Science Honors Degree in


International Marketing
Level 2:1
Search Engine Marketing
Lecture Two B
PRESENTATION OUTLINE

Learning Outcome
What is search engine marketing
Difference between SEM and SEO
Benefits of using search engine marketing
Conclusion
PRESENTATION OUTLINE

Learning Outcomes
By the end of this lecture students should be able
to:
 Describe what is search engine marketing SEM.
 Explain types of SEM.
 Difference between SEM and SEO.
 Explain benefits of SEM.
Explain challenges of SEM.
PRESENTATION

What is search engine marketing SEM


 Search Engine Marketing (SEM) is a digital marketing strategy
focused on increasing the visibility of websites in search engine
results pages (SERPs) primarily through paid advertising.
It involves promoting websites by increasing their visibility in search
engine results pages through paid advertising (such as Google Ads
or Bing Ads) and organic search engine optimization (SEO)
techniques.
The overall goal of SEM is to increase visibility in search engines by
achieving higher rankings in organic search results or top positions
for ad placements
KEY DIFFERENCES BETWEEN SEO AND SEM

Paid vs. Organic: The primary difference lies in how traffic is acquired.
SEO focuses on organic traffic obtained through unpaid search results,
whereas SEM includes both paid (PPC) and organic (SEO) strategies.
Cost: SEO is generally seen as a cost-effective long-term strategy since
organic traffic does not require direct payments for clicks. In contrast, SEM
involves direct costs for PPC campaigns, where advertisers pay for each
click on their ads.
Speed of Results: SEM (specifically PPC) can yield immediate results in
terms of visibility and traffic once campaigns are launched and bids are
active. SEO, on the other hand, typically requires more time and effort to
achieve significant results due to the organic nature of search engine
rankings.
Types of Search Engine Marketing
Search Engine Marketing (SEM) primarily encompasses
two main types Pay Per Click (PPC) advertising and
Search Engine Optimization (SEO).
These two types of SEM work together to increase a
website's visibility and traffic from search engines.
PPC provides immediate visibility through paid
advertising, while SEO aims for long-term sustainability
and organic growth.
Many successful SEM strategies combine both PPC and
SEO techniques to maximize results.
Pay-Per-Click (PPC) Advertising
 PPC advertising involves placing ads on search engine results
pages (SERPs), social media platforms, or other websites and
paying a fee each time the ad is clicked.
The most common platform for PPC advertising is Google Ads
(formerly Google AdWords), where advertisers bid on
keywords relevant to their target audience.
Advantages of PPC
With PPC ads, you can get results much faster than with SEO.
You can bid on specific keywords, enabling your ads to show
to users who are actively searching for products or services
you are offering.
You can target a specific audience by adding criteria for who
will see your ads.
PPC and SEO can work together in harmony. If you already
have some good results with SEO, you can increase your
market share by running ads for the same keywords that
generate organic traffic for your business.
Disadvantages of PPC
 It’s expensive. PPC ads are costly, especially for popular
keywords.
Unlike SEO, your traffic will drop when you stop paying for
ads.
It takes time and money to optimize a campaign for
conversions.
It’s difficult for small businesses to compete with companies
with bigger PPC budgets
CONCLUSION
 What is search engine marketing SEM.
 Explain types of SEM.
 Difference between SEM and SEO.
 Explain benefits of SEM.
Explain challenges of SEM.
REFERENCES

Chaffey, D. (2019). Digital Marketing Strategy,


Implementation, and Practice. Pearson: 7th Edition.
Keegan, W.J. (2016). Global Marketing Management. 9th
ed., Prentice Hall of India.
LECTURE EVALUATION

You might also like