Introduction

Considering the rapid use of digital marketing and ecommerce, marketers have managed to use search engine marketing integrated with search engine optimisation to reach out to wider group of audiences. Other than the organic results, there are various other results that are found on Google such as the Google Answer box. By using SEM, the businesses can manage marketing through paid advertising that appear on the search engine results of webpage and Google page.

Body

According to Miklosik (2019), ths search engine marketing has been applied by businesses as it has the potential to exploit opportunity to place the ads right in front of the customers and influence them to make purchases. This has acted as a great advertising medium that make the SEM so much powerful and effective, when measured in terms of market outreach and creation of awareness of the brand among the people. The search engine marketing has been different from Search engine optimisation, where there is no need to pay Google to draw in traffic and generate clicks (Miklosik 2019). Rather, SEM has presented the paid search marketing, where the businesses have paid Google search engine to show the ads presented in the search results and drive customers towards the business or brand. This has favoured the box related search visibility factors when searched for anything, using keywords and thus SEM acts as a good marketing procedure to make global outreach in the digital economy as well (Ramya Terrance et al. 2019).

Also stated by Roslina & Shahirah (2019), that the implementation of search engine technique has been common across the ecommerce businesses. It has helped in increasing the visibility of the website manage by the companies as well as made the webpage ranked at the top, due to which, searching by a keyword make the website easily visible to the people searching on the web (Roslina & Shahirah, 2019). The SEM marketing procedures have used the collected data and information such as the website URL, main keywords and attributed to the verification through Google Search engine console. It has helped in making the marketers publish their webpages and websites to gain high popularity and get high ranking results across the Google search engine too,. It has thus been an effective approach to gain global outreach and facilitated the brand image popularity and awareness among the customers too (Alekseeva, Stroganova & Vasilenok, 2019).

Conclusion 

Based on the analysis of data and information from the two articles, it has been understood that search engine marketing seemed to be different from the search engine optimisation, here the companies have paid Google to advertise and promote their ads. It has helped in keeping the rank and position of the website or webpage at the higher list, thus gain popularity and acquire more customers. The procedures of this marketing has been verified though Google search console, which easily made the people use the keywords to search and gain necessary information about the company and its products that they intend to purchase for meeting their demands and expectations.

References

Alekseeva, N., Stroganova, O., & Vasilenok, V. (2019, September). Identifying trends in the development of marketing in the digital age. In International Conference on Digital Technologies in Logistics and Infrastructure (ICDTLI 2019). Atlantis Press.

Miklosik, A. (2019). Search engine marketing strategies: Google answer box-related search visibility factors. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 463-485). IGI Global.

10.4018/978-1-5225-6307-5.ch020

Ramya Terrance, A., Shrivastava, S., Kumari, A., & Sivanandam, L. (2019). Competitive Analysis of Retail Websites through Search Engine Marketing.

Roslina, A. H., & Shahirah, M. N. (2019, January). Implementing white hat search engine technique in e-business website. In Proceedings of the 10th International Conference on E-Education, E-Business, E-Management and E-Learning (pp. 311-314).