An example of a banner ad.
The Functionality
Google makes it easy to start using AdWords. Choose some keywords you like, write an ad, define your target audience and you’re ready to roll. Every time someone does a Google search using your keywords, your ad appears in the “Sponsored Links” section beside their search results. The concept is simple, but that doesn’t mean creating a successful AdWords campaign is easy. It takes effort and careful planning to help your AdWords campaign reach its full potential.
Search Engine Marketing
The end goal of search engine optimization is to push sites to the top of the organic results in search engines. Search engine marketing (SEM) expands on this concept, encompassing not only organic search listings, but sponsored listings as well.
There are thousands of search engines in operation, from Google, to Baidu (China), to Naver (Korea), to Yahoo, to Bing. They all have one thing in common: people use them to find what they’re looking for.
Because of this, SEM is a unique marketing strategy because consumers are already looking for the product or service right at the moment your ad is shown to them. While most advertising is interruptive, trying to grab the audience’s attention whether they want to give it or not, search engine marketing connects products and services with the people who are actually looking for them.
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