SEM

SEARCH ENGINE MARKETING 

What is Search Engine Marketing/Google Advertising?

Businesses of all types and sizes grab attention through
online advertising on search engines. We will run Google Ads
on your behalf. You might recognize Google Ads from your
online searches. For example, searching on Google for a
dentist gives you the following results:
You’ll notice that the first four listings at the top of the web
page have a small green box saying “Ad”. The dentist offices
whose websites are listed in these top for spots bid for these
ads. If you click on one of these links, you will be taken to the
corresponding website just like you would with any other link
on Google.

How does this work?

Sometimes, the top fourwebsites links listed on a SERPare advertisements. You cantell that these listings areadvertisements by the smallgreen box marking them.When a user types selectedkeywords into Google,results show up on Google’ssearch engine results page,also known as a SERP.Every ad is associated witha set of relevant keywordsand the business places abid on the keywords.
 Fore.g. a dentist may want tobid on keywords like ‘dentistin amsterdam’, ‘dental clinicAmsterdam’ etc.Each time an ad shows upon an individual Googleuser’s SERP, and if anindividual user clicks on it,the business is charged.The fees for ads vary based onthe popularity of the keywords.The more popular orfrequently used the keywordsare to get to a given SERP, themore a business will have topay for the click.

What’s the difference between normal search results andGoogle advertisements?

You don’t have to pay Google anything to have your website
show up on the results page or getting clicks on it. These
unpaid search results, aka “organic search results,” are
determined by Google’s ranking algorithms. Hotels can try
to improve their organic results by adding content to their
website, earning links from other sites and more. Remember
that content you put on your website should be relevant to
the searches you’d like to show up for online. All of these
tactics fall under search engine optimization (SEO) strategy.
Paid search results, on the other hand, display a small “Ad”
tag and appear at the very top of a SERP. The order and cost
per click of ads at the top of a SERP vary by the popularity of
the search terms or keywords.

Do many accommodations use Google advertising?

Yes! Many properties use online advertising/ search engine
marketing (SEM) as one of their primary ways to get
potential customers to visit their website. Often, hotels use
SEM to increase their visibility online. In addition, SEM is
highly customizable to target both specific guest interests,
amenities, as well as seasonal or temporary content. 

Why should I have to pay to be found on Google?
Shouldn’t I just be focusing on SEO?

Google reserves the top of most search engine results pages
for paid advertisements. So even if your business has a high
organic search ranking, other businesses can pay to show up
in the four spots at the very top of the page. If you have used
search engine optimization (SEO) strategy to rank well for a
given search term, paid search can greatly improve traffic by
doubling your number of impressions on the SERP.
On the other hand, some search terms are very difficult to
rank for no matter how much time, effort, and money you
put into SEO. The demand and competition for these terms in
your market might simply be too great to overcome. In these
cases, purchasing online advertising for search terms can be
a way to gain traffic you might otherwise miss.