Understanding The Functionality And Application Of Search Engine Marketing

Among the best tools of internet marketing, one of the best tool is the search engine marketing, a type of internet marketing. The promotion of website through this marketing tool is by making the website appear in the search engine result pages or SERPs . For achieving the aim of this marketing, some of the tools applied include search engine optimization or SEO, paid placement and paid inclusion. Search engine marketing has the advantage over the other marketing tools because it is cheaper as compare to other internet marketing tools.

Because of the benefits of the search engine marketing its popularity has increased among the online businesses and companies. It is found that billions of dollars are spend on search engine marketing. Moreover, with the passage of time the total money spent on search engine marketing are getting higher than the money spent on the other kinds of marketing. Some of the providers of the search engine marketing include Yahoo search marketing, Google Adwords, and Microsoft adCentre. Therefore, we can say that search engine marketing popularity is purely based on the effectiveness of this internet marketing. Various variables can be evaluated to determine the effectiveness of serach engine marketing like growth in the sales and increase in the users' traffic.

The emergence of Ecommerce in the mid to late 90s resulted in the demand of the search engine marketing. During the same period the infrastructure of internet developed and number of users also increased. In order to increase the users traffic on their websites the online websites started to develop their business models. In this era Google also started its search engine marketing program in the years 2000. The term 'search engine marketing' was first coined in 2001 by Danny Sullivan for the services like search engine optimization services, and paid. Search engine marketing became the primary money maker tool for the search engines in the statistics of year 2007.

The search engine marketing can increase the financial growth and sales of the company therefore, it is the best internet marketing strategy. Some companies are specifically providing consultancy services to the online businesses regarding the application of the tools of the search engine marketing. Along with the various benefits of the search engine marketing there are some problems related with the paid search advertising.

Critiques argue that paid advertising come under the unethical practices because search engine should promote the websites on the basis of the quality of the content and not on the basis of their marketing techniques. There are some rules and regulations which have been introduced to avoid such unethical practices.

Therefore, search engine marketing appears as the cheapest and the most effective internet marketing tools for the online websites and businesses.