The Digital Marketing Cookbook by Sakkun Tickoo

Paid marketing on search platforms such as Google is known as Search Engine Marketing or SEM and it is one of the most important methods of digital promotion and advertising today.  To understand the relevance, importance and impact of search engine marketing for ecommerce platforms we must first look at a variety of online search statistics and internet user behaviors. There are around 5.16 billion internet users in the world today and a Digital Global Overview report by Datareportal showcases that 43.2% of internet users aged between 16 to 44 state researching products and brands as that one their primary reasons for using the internet and the same study also found that 58% of internet users purchase products and services online on a weekly basis. Furthermore according to SmartInsights data provided by HigherVisibility showcases that paid search marketing accounts for 27% of all trackable website traffic second only to organic search engine traffic which accounts for 53% of...