There are two primary types of SEM (Search Engine Marketing):
Search Ads: Search ads, also known as paid search or pay-per-click (PPC) ads, are the most common type of SEM. These ads appear at the top or bottom of search engine results pages (SERPs) when users enter relevant search queries. Advertisers bid on specific keywords related to their products or services, and their ads are displayed to users who search for those keywords. Search ads typically have a headline, ad copy, and a display URL. Advertisers pay only when someone clicks on their ads.
Display Ads: Display ads, also referred to as banner ads, are graphical ads that are shown on websites within an advertising network. These ads can include text, images, videos, or interactive elements. Display ads are not directly related to search queries but are instead targeted based on the website content, user demographics, or other factors. They can appear in various formats and sizes, such as banners, sidebars, or pop-ups. Display ads are often used for brand awareness and reach, as they can be displayed to a broad audience.
Additionally, there are other types of SEM that may be considered subsets or variations of search ads and display ads:
Shopping Ads: Shopping ads are specific to e-commerce businesses and appear in search results when users search for specific products. These ads typically display an image of the product, along with its price, brand, and other relevant details. Shopping ads are commonly used by retailers to promote their products and drive traffic to their online stores.
Video Ads: Video ads are displayed within video content on platforms like YouTube. Advertisers can run video ads before, during, or after a user's selected video plays. These ads can be skippable or non-skippable, and they can be highly engaging for capturing the attention of the audience.
App Install Ads: App install ads are designed to promote mobile applications. They are displayed on mobile devices within apps or mobile websites and encourage users to download and install the advertised app.
Remarketing Ads: Remarketing, also known as retargeting, involves showing ads to users who have previously visited a website or interacted with a brand. These ads aim to re-engage those users and bring them back to complete a desired action, such as making a purchase or filling out a form.
It's important to note that the specific terminology and features of SEM platforms may vary across different advertising networks, such as Google Ads, Bing Ads, or social media platforms like Facebook Ads. Advertisers can choose the type of SEM that aligns with their goals, target audience, and available resources to effectively promote their products or services online.
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