How Search Engine Marketing Works

If you are a shoe seller, how do you know if someone Penang is trying to look for a shoe you have?

Answer: when he types "buy shoe" into the search engine (Google, Yahoo, MSN/Live, etc.)

Search engine marketing gives you the ability to appear in front of your potential customers when that happen. By doing that, you capture customers with the highest interest in your offerings and drive them to your website.

In other words, advertising in search engine is the way to do targetted advertising. It is the cheapest way to get to the most customer with the best quality.

How is advertising in search engine different from placing ads in newspaper, TV or radio?

The difference is you pay only for the potential customers you get. It doesn't matter how many people seen your advertisement. If 120 people clicked on your advertisement, you pay only for that 120 clicks. (Pay-per-click or PPC is the business jargon.)

Not to mention you have the whole world as your market. Your customer could be from as far as Iceland if you so desire.

This has huge significance for you. It means no matter how small your business is, you are now able to compete on the same level as your biggest competitors.

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