This one day course will ensure you leave feeling knowledgeable and confident when using search as part of your or your clients’ marketing campaigns.
Search marketing, or SEM (search engine marketing) is the practice of placing an advert on a search engine result page based on the context of the search query. An advertiser bids on a keyword with the aim of matching a user’s search query with their ad – based on what the user is searching for. Generally, the higher the bid, the higher the ad will appear on the search result page. However, other factors such as relevance and historic performance of the ad can also have an impact.
Search is by far the largest internet advertising channel in the UK. Indeed, in 2011, search accounted for nearly 60% of all online spend in the UK (IAB/PwC adspend survey).
With the emergence of mobile devices as a key web-access device and the integration of social media into search results, the search industry continues to evolve and advertisers must keep pace with it in order to remain competitive.
The IAB’s Search Council works to help advertisers do just that with the release of toolkits targeted at specific industries as well as specialist studies such as the recent Search for Integration report which examined the integration of search in to the wider media mix. The council also holds regular events and conducts a search barometer every year to gauge the state of the search market in the UK.
