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Search Engine Marketing
We have the expertise to deliver the search engine marketing boost your business needs. Explore our services below.
What is SEM?
In the 1990s, as the number of websites grew rapidly, search engines began to emerge online. By the late 1990s, they had become extremely popular for their ability to help people find information quickly.
To maximize reach and daily usage, search engines offered their services free to users and instead generated revenue through advertising. Several business models were tested to monetize these advertiser relationships, including the pay-per-click approach introduced by Open Text in 1996 and Goto.com in 1998.
In 2000, Google launched its own advertising platform, Google AdWords (now Google Ads), offering paid placements in search results. By 2007, the pay-per-click model had become the primary revenue stream for Google and other major search engines.
As Google’s dominance grew, Yahoo! and Microsoft announced in 2009 their plan to form a strategic alliance in order to better compete in the search market.
Google's Ad Rank
One of Google’s key innovations was the introduction of Ad Rank, a numerical value used to determine an ad’s position on search results pages. Ad Rank is calculated using multiple factors, including the advertiser’s bid, ad quality at auction time, Ad Rank thresholds, the level of competition, the context of the user’s search, and the anticipated impact of ad assets and formats.
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Search Advancements
Search engine marketing has evolved significantly over the past decade. Some of the most impactful developments include:
The rise of mobile devices: As more users access the web on mobile, advertisers have prioritized mobile-optimized websites and campaigns.
Voice search adoption: With the growth of virtual assistants like Amazon Alexa and Google Assistant, voice search has become a preferred method for many users.
Growth of video content: The massive increase in video uploads on platforms such as YouTube has made video advertising an essential strategy.
Emphasis on local search: Ad platforms have empowered small businesses to target nearby customers, making local search a critical factor for growth.
Advances in AI: Tools like smart bidding now leverage artificial intelligence to optimize budgets and improve campaign efficiency.