Marketing is a very important aspect in the success of any organization. It involves communicating of existing products/services and their importance to potential customers. There are several avenues through which marketers can adopt to make their marketing a success. One of the most effective marketing tools is carried out online and is commonly referred to as search engine marketing (SEM). This is a form of internet marketing where existence of products is communicated through ads which appear on result pages of the most common search engines such as Google. These search engines form a platform through which marketers can communicate essential information regarding existence, use and price of the commodity in question. These ads mostly appear above or on the right of the content search results pages. The marketing company must pay a required fee for the ad to appear on the page result and the higher the fee the more the ad will appear. The search engine marketing also offers a chance to potential consumers to make their orders online(Kennedy  &Hauksson, 2012).

The effectiveness of the search engine marketing depends with the increase of human traffic that visits different sites. The success depends on the ability to increase visibility in search engine results which is mainly achieved through advertising and optimization. Search engine optimization provides a good basis for increasing visibility through adjusting or re writing a website content to achieve great results in search engines. A good search engine must have a good content that will attract more users to the site. There must also be a simple site design which have minimum band width hogging graphics, slowly loading animations and should be easy to navigate. A good search engine must also contain well written Meta tags. Meta tags key word, title and the description are critical even though they do not make or break nor make the site. The Meta tags must be written with a compelling key word phrase that ensure that the user click through from the search results. This forms the success strategy upon which search engine marketing is founded.

The purpose of any marketing tool is to ensure that a lot of audience gets the product in question. Search engine marketing has been able to achieve this purpose since the search engines have provided avenue for visitors. The marketers place their ads to the respective search engines such as Google and yahoo at fee. When the people visit such websites, they have an opportunity to view the products being offered, their location, quantity and brands. Potential customers can also get an opportunity to buy such products through such ads. The fee paid for this product differs from one search engines to another.it also differs depending on the duration that the advertising firm wants the product to be viewed in the search engine. The higher the fee, the higher the number of times the ad will appear on the result page. Some ads are charged with pay per click payment. This is the case whereby you place an advertisement is placed on a website and the payment for the service depends the number of clicks. The clicks generated from the link, the higher the marketing company is expected to pay. The paid ads displayed on search engine result pages depend on query.  There must be quite relevancy between the keyword and the product in question.

Search engine marketing remains as one of the most advantageous marketing tool in the marketing sector. Online marketing has several benefits associated with the marketing tool. For instance, online marketing and in particular SEM saves a lot in terms of cost and time. For example if the charges are pay per click basis the marketer will not incur any cost unless the customer has clicked on the advertisement. This ensures that the advertising company will only pay for advertisement that reaches the interested target that found the advert relevant to them. It is also important to note that the cist per customer acquisition is comparatively low as compared to other marketing mediums such as direct mails. SEM offers a better medium for direct marketing which is more effective and a bit cheap. For example, a pay per click may cost around $ 10 while a direct mail will cost around $70(Ramos &Cota, 2009).

Another advantage associated with search engine marketing is the fact that it is capable of reaching a wide range of people. This is because the internet use has been on a tremendous rise in the recent past. Past research shows that 74% of internet users perform local searches through search engines and thus offering Company with a good basis upon which numerous people can be reached. This can also be evidenced by the fact that Google processed a total of $ 65.6 billion U.S searches between July 2007 and May 2008. This is a clear indication that search engine marketing has achieved greater things especially in the USA market(Szetela&Kerschbaum, 2010).

It is also important to note that internet is operational 24 hours a day 7 days a week. This offers another advantage associated with search engine marketing. This is because search engines will be open for more hours thus reaching more people. This is better than having marketing personnel who are prone to fatigue, cold and other things that may hinder 24/7 marketing exercise. SEM is also a viable tool especially of the business in question has a global audience target. This is because internet has no boundaries and every person in any part of the world can have access to internet services.

Search engine marketing remains a very important tool in marketing in the modern society. This is because the world is turning into a global village especially with the latest development in technology. The recent increase in electronic gadgets that enables internet connections such as iPhones, iPods, and computers just to name but a few have greatly increased internet accessibility. This will increase the number of prospective consumers who will use search engines to get required products and services. Today’s world has also experienced a lot of globalization where people from different parts if the world are engaged in international trade. Most of the people involved in such businesses will only have online marketing as the only available marketing tool to reach the large target audience.

References

Kennedy, A., &Hauksson, K. M. (2012). Global search engine marketing: fine-tuning your international search engine results. Indianapolis, Ind.: Que.

Ramos, A., &Cota, S. (2009). Search engine marketing. New York: McGraw-Hill.

Szetela, D., &Kerschbaum, J. (2010). Pay-per-click search engine marketing: an hour a day. Indianapolis, Ind.: Wiley.

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