There is no question that search engines have a huge impact on the behavior of consumers and the way that consumers search for things before making a purchase. Before the internet, consumers would scour the yellow pages in order to find contact information they needed.
Even though word of mouth is still playing a huge role in the purchasing decision, consumers are now using search engines to get more information about the products they are interested in prior to making a purchase. They will compare the prices, look at the features and read reviews all online prior to setting foot in a store. If you have not yet invested in search engine marketing (SEM) efforts, chances are you are missing out on a large number of potential customers.
Understanding the Purpose of SEM
SEM is considered to be a type of digital marketing that is specifically related to search that combines paid advertising and search engine optimization to increase your website’s visibility in the search results. There are a number of benefits offered by SEM, which are highlighted here.
- Affordable: When compared to other marketing methods, there is no question that SEM costs much less.
- Receive qualified leads: In most cases consumers will be looking for a certain product when they reach your website through the search results, which means they will be ready to make a purchase.
- Constant source of advertising: When you invest in SEM you will receive exposure all day, every day.
The fact is that millions of consumers use search engines each day to find the information that they want and need. When you engage in SEM then you will be able to reach audiences on a huge scale. The bottom line is that the internet has changed the way that people are interacting with the world and the way they market.