SEM is the process of gaining website traffic by purchasing ads on search engines such as Google, Bing, and Yahoo. Let’s consider where our customers are at within the sales funnel… now when we refer to consumers on search engines, we are referring to the low hanging fruit or the bottom of the funnel. These consumers are serious about making a decision and this is a prime opportunity to get in front of the competition. Depending on how competitive your marketplace is then this might be a no brainer when composing your marketing strategy.
“Today, people can – and do – optimize their lives with search. Whether it’s taking a vacation or going out to dinner, people curate their experiences before they go. It helps them get excited, lets them feel more confident and less anxious, and makes them feel like they’re getting the most out of every moment.” – www.thinkwithgoogle.com/consumer-insights/consumer-search-behavior/