Search Engine Marketing (SEM)


What is Search Engine Marketing (SEM)?

These days, most known search engines give you the possibility to place paid ads beside the search results. The most important providers in this segment are Google Adwords, Yahoo Search Marketing and MIVA. The so-called sponsored links (paid listings) generally appear above, below or beside the search engine’s regular search results. The ad’s display is keyword specific. That’s why this form of marketing is also known as “keyword advertising”.


The main search engines pay close attention to the relevance of the advertisements. On Google, the quality of the ad is even one of the characteristics that determine the ad’s order of appearance. Because the normal search results (organic search) of some keywords are relatively inaccurate, users are depending more and more on the quality of paid advertisements. Therefore, besides having visibility in search engine lists, booking sponsored links is indispensable for a complete search engine marketing campaign. You can only reach all user groups by being in the paid text links as well as in the index results.

What are the advantages of Search Engine Marketing?

  • The advertisements are linked to specific search criteria that we will determine together with you. That way, you can present yourself to a specific target group. The users who see your ad are qualified visitors who are interested in the subject.
  • Search engine advertising follows the principle of pay per click (PPC). That means that you don’t pay per display, but rather per visitor. Therefore, you only pay when a user clicks on the ad and visits your website. The maximal price per click is determined in advance by you. By determining a daily budget, you realize maximal cost efficiency.
  • Fast and flexible. Products, like for example deals on travel, can be placed in the search engine quickly.
  • Measuring success. By implementing professional Web Analytics Software, you can track exactly what costs have been incurred for every reservation or booking.


Cost Per Click (CPC)

Cost per click (CPC) or Pay per click (PPC) is an advertising technique used on websites, advertising networks, and search engines.  Advertisers bid on “keywords” that they believe their target market (people they think would be interested in their offer) would type in the search bar when they are looking for their type of product or service. For example, if an advertiser sells red widgets, he/she would bid on the keyword “red widgets”, hoping a user would type those words in the search bar, see their ad, click on it and buy. These ads are called “sponsored links” or “sponsored ads” and appear next to and sometimes above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad.

While many companies exist in this space, Google AdWords and Yahoo! Search Marketing, which was formerly Overture, are the largest network operators. Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50). Very popular search terms can cost much more on popular engines. Abuse of the pay per click model can result in click fraud.

Why choose ad4travel?

Ad4travel has many years of experience in travel seo, hotel seo, international online tourism and hotel marketing. Furthermore, we have high quality software tools at our disposal, for example for bid management and keyword analysis. Our team is composed of marketing specialists from various countries so that the ads that we place for you achieve top performance also at an international level.