Search engine marketing is the practice of improving visibility of your website in organic search results. When we search, the top few results are paid ads, which advertisers have acquired by ‘bidding’ for certain keywords frequently used by their target customers. These words typically relate to their product or service, and allows their website to appear alongside other search results. 

These ads, often known by the term ‘pay-per-click’ ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as shopping ads) are more visual, product-based advertisements. The latter allows the customer to see a snapshot of their desired product including price and reviews, removing some of the legwork for them. 

So why should you use it? It allows you to be in the right place, at the right time. Search engine marketing offers advertisers the opportunity to place their ads in front of motivated customers who are interested in purchasing at the precise moment they would see your ad.

‘Search engine marketing’ refers to paid search marketing, a system where businesses pay Google to show their ads in the search results.

‘Search engine optimisation’, or SEO, is free. Instead of buying a place in the search results, they earn their position by having relevant content and keywords.

Both practices should be fundamental aspects of your online marketing strategy. SEO is a powerful way to drive evergreen traffic at the top of the funnel, whilst search engine advertisements are a highly cost-effective way to drive conversions at the bottom of the funnel.