Search engine marketing (SEM) platforms are absolutely necessary. However, there are still businesses out there that do not seem to think so. Toys R’ Us, JCPenney’s, Brookstone. These behemoths have all failed to do one thing – adapt.
Prior to search engine marketing, companies had to rely on fixed advertising budgets that focused on promoting their brand, products or services across a specific marketing channel such as radio, print or television. This is no longer the case with search engine marketing.
SEM platforms have provided a means for companies to supersede larger competitors at an actionable scale with digital advertisements. Search engine marketing allows an advertiser to purchase traffic based on a specific keyword or set of keywords on a click by click, fixed impression or pay per view basis. While this cost can add up, it still provides the advertiser with an unprecedented level of control compared to traditional advertising methods.
Search engine marketing also allows advertisers to choose how to target traffic based on an advertiser’s specific needs and budget. Companies can even pinpoint exactly who they are targeting: geographic area, age group, hour of day, actions taken on the digital property, even IP address. In comparison, this goes way beyond the targeting options traditional advertising methods have allowed.
Digital advertising budgets are variable not fixed. They virtually depend on what the advertiser wants to spend. Smaller advertisers can test the waters on any SEM platform before making substantial investments in their marketing budgets which could potentially bankrupt them. The advertiser has complete control.
Ever since the inception of the internet we have had the ability to develop the digital world in the way we see fit. So it’s not surprising that digital advertising has evolved to provide the advertiser with the power to decide how to allocate their digital advertising dollars, down to the individual keyword or SEM feature. From these beginnings search engine marketing has evolved to encompass a wide array of targeting methods which have further empowered the small business owner to take control of their own digital marketing strategy.
Digital marketing campaign features and targeting which advertisers can implement include geo-targeting, display advertising, call only advertising, remarketing (retargeting), shopping advertising and contextual targeting to name a few. This in turn has provided
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