Ask a CTO – Quicklook at Search Engine Marketing

Search Engine Marketing (SEM) is a form of digital marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. Here are some statistics on SEM: 

  1. Ad Spend: In 2021, businesses and organizations spent an estimated $98.2 billion on SEM, a year-on-year increase of 14%. 
  2. Mobile Advertising: Mobile devices account for the majority of internet traffic, and as such, mobile advertising has become an increasingly important component of any SEM strategy. In 2021, over 75% of SEM ad spend was allocated to mobile advertising. 
  3. Paid Search: Paid search, including pay-per-click (PPC) advertising, is the most popular form of SEM, accounting for over 80% of all SEM ad spend. 
  4. Keyword Research: Keyword research is a crucial component of any SEM strategy, with businesses conducting an average of 2-3 keyword research sessions per month. 
  5. Ad Copy: Ad copy is considered to be one of the most important components of any SEM campaign, with businesses investing an average of 25% of their total SEM budget on ad copy. 
  6. ROI: A well-executed SEM strategy can deliver a strong return on investment, with some businesses experiencing a ROI of over 200%. 
  7. Impression Share: Impression share, or the percentage of impressions received for a particular keyword or ad group, is considered to be an important metric for measuring the success of any SEM campaign. 
  8. Click-Through Rates (CTRs): Click-through rates (CTRs) are considered to be a critical metric for measuring the success of any SEM campaign, with an average CTR of 2.8% for search ads and 0.9% for display ads. 

These statistics demonstrate the importance of SEM for businesses and organizations looking to increase their online visibility and reach a wider audience. With a well-executed SEM strategy, businesses can expect to see a significant return on investment, increased traffic, and improved visibility in search engine results pages. 


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