When one hears the phrase “search engine marketing”, the thought can be that it has something to do with search engines and the process of search engine optimization.
If the word and definition of “marketing” is added, then a whole general idea is conceptualize. This is basically it. Search engine marketing is the promotion or advertising of websites by means of the result page generated by search engines, optimizing it and increasing its visibility.
Search engine marketing targets users in “hunt mode” or those users hunting for answers to their queries. “Hunt mode” is defined as the mode in which users scour the web by text box or by clicking through a directory hierarchy. The reason this mode is of interests is because users who are in hunt mode have the goal of getting information on what they wish to purchase, be it product or service. This hunt increases the targeted traffic on the internet and thus making the internet the ideal playground for both organic (unpaid) listings and paid advertising listings.
Traffic marketers focus their attention on this kind of traffic known as search engine
traffic which is unique in many ways. First of all, the traffic generated by search engines can be considered as non-intrusive method for marketing. Like with most advertising techniques, these marketers aim to get the attention of users and one way is to present themselves at the right moment in the “hunt” of the user without intruding or interrupting
the “hunt”. It is what they refer to as “just-in-time-marketing”. Secondly, this search engine marketing is derived from the voluntary and audience-driven search nature of the search engine traffic. Meaning that the users or audience is given control of selecting the listing from a list of many, not to mention the search query that lead to said listing. Lastly, these search engine traffic is generated from a fixed inventory and can only be classified as such if that search was initiated by a user’s query search.