Insights

You probably hear digital marketers talk about SEM and SEO but have wondered what they are and their differences. This article will talk about both which are essentially different approaches to marketing. For a start, SEO is sometimes seen as the umbrella term that SEM falls under as SEM refers to an advertising approach that utilises paid advertising. SEM drives online traffic via paid ads whereas SEO is about acquiring, monitoring and analyzing organic (unpaid) traffic p

Tip 1: The Basics of Creating an Ad Copy Headlines Your headline is the most prominent part of your ad, and it has a big impact on the first impression that your ad makes. Be sure to state what your business does, and highlight your product or service. Description lines These two lines should give more detail about what you offer, or why your customer should visit your website. Final URL The final URL refers to the page your site users will land on after clicking your ad. Thi

When search engines determine a query has commercial intent (a user is looking for information about a service or product), an auction takes place as soon as the user submits their query. A variety of factors explained below will determine:  An advertiser’s eligibility for the auction. The subsequent order in which eligible ads appear on the page. How much each advertiser will pay if their ad is clicked. Your bid: The first factor is how much an advertiser is willing to pa