How Does Search Engine Marketing Work?

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SEM can be an effective way to reach new customers and generate revenue because it positions your site above the organic results on the search engine results page (SERP). Just look at this SERP for the query "meditation app." Headspace is #1 in organic results, but it also ranks #1 in Google ads: paid and organic results for "meditation apps" You may be wondering why you should bid on a keyword if you are already ranking organically.


The reason is simple: this way you take up more space in the SERP and even if the organic positioning varies, your brand still has the chance to appear at the top of the page. It is especially important to attract users to the top of the list of ghana consumer email SERP if they are ready to buy. Otherwise, they may choose the easiest and most visible option (which could be your competitor's ad). But to get your site to appear at the top of the SERP, you will have to win an advertising auction.


How Ad Auctions Work To secure the coveted paid ad space at the top of the SERP, advertisers bid on keywords. The winner of the auction takes first place. Let's see how bidding works in Google Ads . To participate in an advertising auction, you need to identify two important elements: the keywords you want to bid on; how much you are willing to spend per click for each keyword. The right price depends on your industry: for example, the average CPC for insurance or legal is higher than less competitive niches like home and garden.