A vast majority of businesses are moving to online ads and paid advertising programs. Why? The Internet is the place to be. Millions are growing their businesses and sales through what many refer to as “search engine marketing” (SEM). Whether you call it pay-per-click or keyword advertising, the concept remains the same: reaching prospective clients in the most cost effective way, whenever and wherever.

If you are looking to have your business reach an extensive or specialty Internet market, web advertising should be at the top of your “to-do” list. Not only does it attract potential customers, but it also helps keep your budget on track.

What are the benefits of SEM?

1. Control, flexibility and speed. Do things at your own pace and how you want them done. Set a budget, open an account, create a copy and in hours your ads will be online all from the comfort of your own office computer.
2. Never overspend by determining a monthly spending cap.
3. Get up-to-the-minute, precise, detailed performance reports anytime to track the results of your ad campaigns.
4. Reach local markets by targeting special topic interests or market segments.
5. Don’t worry about paying for advertising that won’t be used. Only advertise to those you know are interested in your service and want to read/click your ad, content, location map, etc.
6. As time progresses and your business multiplies, you can build your budget accordingly.

How to make it a reality:

• Look to Google AdWords
  No matter what your budget, this is a quick, efficient way to purchase direct, pin pointed cost-per-click (CPC) ads. Your business would not only be shown with search results on Google, but also on the search and content webpages within the Google Network (i.e. Earthlink, AOL, HowStuffWorks, etc.)
  
  Hint: Research AdWords and what it entails, such as the cost and how it works. The HelpCenter can answer your main questions.
  

• Give Yahoo a Chance
  Like Google, Yahoo can aid in reaching a massive amount of prospective consumers for your ads with their “Search Marketing” tool. They offer great Internet advertising for small businesses as well as other “paid inclusion” solutions.
  
  Hint: Similar to Google AdWords, Yahoo’s “Sponsored Search” allows your ads to appear next to related reviews, articles and corresponding online content. Also, The Content Match tool displays your ads on other parts of the Internet like NationalGeographic.com and CNN.
  

• Use SEM to profit locally
  Due to the widespread use of the Internet to advertise and expand businesses, opportunities for locally marketing have grown as well.
  
  Hint: Get customers to your store/business or generate phone calls in your determined area using Yahoo’s Local Sponsored Search. Also, look into Google AdWords “for local businesses”, which allows your ads to be seen only when searching a certain city, state or region, while also linking to Google Maps. Those searching for your service can see where you are located with a map of the neighborhood as well as how to contact you with your information highlighted. (Create a local business profile at RegisterLocal.com, to get your business set up to be networked web-wide.) Also, make sure to research other sites like Local.com, Judy’s Book, Switchboard, YellowPages.com, InsiderPages and SuperPages that can get you free or low cost listings.
  

• Reach specialized markets, like B2B, with a vertical search
  If you are looking for an audience that is more specialized, check out “vertical search engines”. For instance, if you are looking to post an ad on something in manufacturing, a specialty engine like eMvoy would be a good place to put one.
  
  Hint: The largest B2B network in the world for advertising is Business.com. This website partners with Forbes, Business Week, The Wall Street Journal and more. SearchEngines.com can also help you locate other vertical search pages.

• Get help from SEM Specialists to launch you Business Web-Wide
  Perfect your SEM effort by utilizing one of the many services that can assist in making your business known.
  
  Hint: OneStopMarketing.com was created by a group of professional marketers and computer engineers to be a single, easy-to-use web site for the small to medium sized business owner who wants to leverage Internet search engines to help make their company more successful. Our combined talents from computer and marketing disciplines have given us the unique capability to create a guaranteed and truly revolutionary Internet marketing service. Please visit www.onestopmarketing.com for more information.

• Get as many keyword ideas as possible
  There are free tools online that can help generate keywords that may be beneficial in your marketing campaign. Not only do they suggest terms, they also report how those terms have produced an effect in previous ads.
  
  Hint: Using Google’s Keyword Tool, try various terms to figure out which will create the best results.

• Master the SEM language
  Search engine marketing is completely different from other advertising techniques. This means that the language of SEM is most likely not what you are used to.
  
  Hint: Before spending any money, read Google’s description of basic search ad terminology as well as getting assistance from SEMPO.org’s glossary of common marketing terms.

How to make the most of it all:

• Realize that search marketing is more than just the number of clicks you get. Though this is, of course, important, search ads allow you to try different ad campaigns, generate PR, boost a brand as well as expand your marketing base with local ads, map listings and much more.
• Google AdWords is a good starting ground because there are no time commitments or monthly minimum spending limits and there is only a small set up fee.
• You manage your own bids and copy by logging in and using the self serve tools that most sites offer all from the comfort of your own PC. You never have to wait to change an ad.
• It might be worth it to invest in a “featured” ad or other first-rate placement options. This can greatly increase your visibility.
• Make the most of your listing by having it work thoroughly for you. Highlight several services and products in each listing with multiple links
• Don’t forget organic listings. Use a service such as OneStopMarketing.com to help with this important area.