The confusion stems from the fact that SEM is often used to describe one particular digital marketing tactic. Just to confuse things, it has become the norm to use SEM to refer exclusively to paid searches. When used in this way, the main difference between SEO and SEM is that SEM targets paid traffic. That means SEM is concerned with both optimization and advertising.


Projections are important because paid search advertising is full of performance reporting after ads run. The projection is your chance to pause for a moment before launching a new campaign to set goals and expectations based on what you predict will happen. Without taking advantage of the market data, business data, and research tools available, the opportunity to predict performance is lost.

SEM is one of the quickest methods of generating qualified leads and increasing your average car count. Put differently, rather than blanketing ads to everyone and hoping you catch them when they need your product or service (say through newspapers, radio and TV), SEM allows shop owners to digitally target buyers who are actively searching for auto service and new tires.


WPP’s long-serving chief executive Sir Martin Sorrell has resigned from his role as the head of the company amid an investigation into an alleged misuse of assets and improper conduct.

Google AdWords has introduced a new tool called Reach Planner, which allows advertisers to forecast reach and frequency of ad units on YouTube. In addition, it can also forecast performance across Google’s video partners. Another key feature of Reach Planner is called ‘product mixes’ which will provide advertisers with insight into how different video formats work best together.

Marketers running pay-per-click (PPC) programs win or lose based, in part, on their agility and speed optimizing campaigns. Optmyzr, provider of a leading PPC Management Software system, today unveiled Optmyzr Express - an automated system that suggests the most important optimization opportunities. With one-click ease, PPC pros can take immediate action, helping them execute fast campaign performance improvements.


Automation driven by improvements in artificial intelligence and machine learning will bring significant changes to how we manage pay-per-click (PPC) in 2018 and beyond. There’s still a role for humans to play, one of which is to use what we’ve learned from years of experience to bring an account as close to perfection as possible before letting the machines take it from there.


It’s not paid search, it’s not SEO, but it’s e-commerce and its Google. Shopping Actions refers to the handling of the transaction by Google rather than what we’re used to when it comes to Google, which is the referral of the user to our own websites and social properties where the transaction would take place. It’s most often connected right now with the Google Express platform, but it’s in a lot more places than that.

Pinterest has announced a significant expansion of its Shopping Ads program, adding hundreds of advertisers to its list of partners and beginning testing of new lifestyle ad formats. The program was launched last year with a dozen early test partners.

American retailers now spend 76.4% of their search ad budgets on Google Shopping ads. They also generate 85.3% of their clicks there, according to a new report from Adthena that analyzed 40 million ads from 240,000 advertisers in the U.S. and UK. Essentially, Google is the new storefront.



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