Many properties on the internet 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. 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.
Search Engine Marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). These ads, often known by the term pay-per-click ads, come in a variety of formats. Some are small, text-based ads, whereas others, such as product listing ads (PLAs, also known as Shopping ads) are more visual, product-based advertisements that allow consumers to see important information at-a-glance, such as price and reviews.
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.
You’ll notice that the first three 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.