Common SEM Terminology Every Online Marketer Should Know
SEM or Search Engine Marketing is a complex field that is constantly evolving. It can be difficult for marketers to keep up with the latest trends and terminology. This article is designed to help online marketers understand some of the common terminology used in SEM.
Search Engine Results Page (SERP)
A SERP is the page that shows up when a user types in a query into a search engine like Google, Bing, or Yahoo. SERPs typically include paid ads, organic listings, Featured Snippets, and other rich elements.
Organic Search
Organic search refers to the results that appear on a SERP without paying for placement. These results are determined by complex algorithms and ranking criteria set by search engines like Google. A website's search engine ranking is affected by a number of factors, such as content quality, relevance, links, and user experience.
Paid Search
Paid search is a form of SEM in which businesses pay to display ads on a SERP. These ads are typically displayed at the top of the page or in other prominent locations. Paid search ads are triggered by relevant keywords and phrases.
Keyword Research
Keyword research is the practice of identifying and evaluating the keywords and phrases that people use to search for information. Keyword research is an essential part of any SEM strategy, as it allows marketers to develop content and ads that are optimized for the terms that people are actually searching for.
Cost Per Click (CPC)
CPC is a metric used to measure the cost of each click on a paid search ad. Advertisers bid on keywords and phrases, and the highest bidder has the best chance of having their ad displayed. The cost of each click varies depending on a number of factors, such as competition and the quality of the ad.
Quality Score
Quality Score is a factor used by Google to determine the relevance and quality of an ad. Quality Score takes into account factors such as ad relevance, expected click-through rate, and landing page experience. The higher the Quality Score, the more likely the ad is to be displayed and the less it will cost per click.
Ad Rank
Ad Rank is a metric used to determine the position of a paid search ad on a SERP. Ad Rank takes into account factors such as bid amount, Quality Score, and ad format. The higher the Ad Rank, the more likely the ad is to be displayed in a prominent position.
Click-Through Rate (CTR)
CTR is the percentage of people who click on a paid search ad relative to the number of people who see it. CTR is an important metric for evaluating the effectiveness of an ad campaign.
Conversion Rate
Conversion rate is the percentage of people who take a desired action on a website, such as making a purchase or filling out a form. Conversion rate is an important metric for evaluating the overall effectiveness of an SEM campaign.
Landing Page
A landing page is the page on a website that a user is directed to after clicking on an ad or search result. A landing page should be designed to encourage users to take a specific action, such as making a purchase or filling out a form.
In conclusion, understanding common SEM terminology is crucial for any online marketer looking to succeed in SEM. This article has provided a solid foundation of knowledge, but SEM is an ever-changing field, so it's important to stay current with the latest developments and trends. As new terminology arises, online marketers must remain informed and adapt their strategies accordingly to stay ahead of the curve.
Sources:
- https://www.wordstream.com/cost-per-click
- https://support.google.com/google-ads/answer/140351?hl=en
- https://www.searchenginejournal.com/what-is-quality-score-in-google-ads/378854/#:~:text=Quality%20Score%20is%20a%20metric,expected%20click%2Dthrough%20rate%2C%20etc.
- https://moz.com/beginners-guide-to-seo/keyword-research
- https://neilpatel.com/what-is-landing-page/