Search engine marketing is the process of creating and managing a search engine optimization program to improve the visibility of your website or blog in search results. This can be done through various methods, such as paid search engine advertising, organic search results, or content marketing.

There are many different search engine marketing strategies that can be used to improve your website’s visibility on Google, Yahoo, and Bing. Paid search engine advertising is the most common method used to achieve this, but it can also be used through organic search results or content marketing.

• Keywords: these are the terms that users enter into search engines that prompt a particular ad or search result to be shown. They do not have to be individual words. In fact, it is common to use groups of words or phrases, such as “buy Nike shoes” or “what is the best accounting software.”
• Concordance: when setting up a campaign in Google Ads, you will need to define the degree of correspondence between the keywords you have selected and the terms that people use when typing a query into a search engine. This is known as “concordance.” For example, if you opt for a broad match, the ad will be displayed when the user searches for synonyms or terms similar to the keyword. If you opt for an exact match, the ad will appear only when the user enters a specific keyword in the search engine.
• Text ad: this is the standard type of ad that is shown in search engines, although today there are a variety of options such as shopping ads. Text ads usually include a title, a visible URL that can be customized, and a short description.
• Ad group: in Google Ads, an ad group consists of several ads that feature the same keywords. This way, you can see which of them are the most effective.
• Campaign: in Google Ads, the campaign is like the “umbrella” under which different ad groups with similar goals are organized. For example, if you sell school supplies online one campaign could include ad groups featuring textbooks, another could have backpacks and a third could focus on drawing materials.
• Landing page: this is the web page the user is directed to after clicking on an advertisement. To achieve good results with search engine marketing, this page must be optimized to get conversions and prompt users to take certain actions (like completing a form to download an ebook). The keywords, the ad shown, and the landing page should all be aligned to ensure a good user experience.
• Search Network: these are the places where your ads  appear. The most common option is on the top and right of the results page, but you can also show them on other sites such as YouTube.
• Impressions: this refers to the number of times an ad was shown.
• Clicks: are the number of times an ad has been clicked on
• CTR: is the percentage of clicks on total impressions.
• CPC: is the average cost per click.
• Quality Score: this is the score that Google gives ads and keywords which influences your cost per click. This score is determined based on the relevance of the ad, the percentage of clicks obtained, and the experience of the landing page. The objective of this system is for higher quality ads to occupy higher positions and have a lower cost per click.

Search engine marketing is the process of creating and managing a search engine optimization program to improve the visibility of your website or blog in search results. This can be done through various methods, such as paid search engine advertising, organic search results, or content marketing.

There are many different search engine marketing strategies that can be used to improve your website’s visibility on Google, Yahoo, and Bing. Paid search engine advertising is the most common method used to achieve this, but it can also be used through organic search results or content marketing.