The Effects of Search Engine Marketing

Search Engine Marketing can be defined, quite easily as increasing the visibility of a website on search engines. It’s a form of Marketing that outshines marketing methods like banner ads. Search Engine Marketing has also out done the traditional newspaper and television ads. Surveys have shown that 41 percent of potential customer in the US would use a search engine to look for a product. Only 10 percent would opt for a print ad and 9 percent would utilize a TV ad (source: double click). The availability of statistical data allows the marketer to constantly chop, change and reorganize his ads until the desired results are produced. As compared with its print and TV counterparts; the marketer will be required to re-assemble a marketing campaign from scratch – wasting time, money and a lot of effort.

Search Engine Marketing is also easy on the pocket which opens the doors to lots of small business with limited advertising budgets. Reports from US Bancorp Piper Jaffray states that an ad in the yellow pages would cost $1.18 per lead and direct mail inserts would cost a staggering $9.94 per lead. Whereas Search Engine Marketing would cost just $0.29!

Search Engine Marketing, unlike its counterparts, does not intrude on a potential customer. How many times have you been peeved by the commercials on TV or by the repetitive ads of the newspaper or radio? In short, it’s a put off. Search Engine Marketing taps the customer only when he/she is looking for that product. Therefore the quality of the lead is much superior to the other forms of marketing. This pushes up the probability of the prospective customer to actually make a purchase without the marketer paying anything before the business prospect actually clicked your link.

Search Engine Marketing takes the marketer to a wider audience. Marketers buying adverts on Google automatically get distributions on AOL, ask Jeeves and EarthLink. Similarly, buying ads on yahoo will get the marketer into AltaVista, MSN and CNN. Just advertising on Google and yahoo will get you access to approximately 90 percent of Internet users.

It is a psychological fact that if a friend of yours refers you to a certain brand, chances are you will go for it. Right? Similarly, search engines like Yahoo and Google are highly trusted by people. Therefore when Google throws up a web site, people will go with it. It would be wise however, for any marketer to cash in on that trust and associate his product with the mighty search engine. And that’s what Search Engine Marketing provides.

Not utilizing the power of Search Engine Marketing is suicide for any business. People usually ask ‘Why should we use Search Engine Marketing’? Well, a better question would be ‘Why not’? Its effective, cost efficient, flexible and an average campaign can be run on a thin budget. Each marketing tool has had its time – the print media, TV, radio etc. Today the name that should be on every marketers tongue is Search Engine Marketing.

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