The Effectiveness of Search Engine Marketing on Consumer Behaviour

This study investigates the effectiveness of search engine marketing (SEM) on consumer behaviour, focusing on purchase decisions and brand awareness. A descriptive research design was employed, involving a survey of 100 participants. The findings reveal that SEM can be an effective tool for reaching and influencing consumers, particularly younger demographics. However, the effectiveness of SEM depends on factors such as ad relevance, targeting, and optimization. The study recommends that businesses focus on creating relevant and personalized ad content, optimizing campaigns for mobile devices, leveraging local SEO, and continuously tracking and analysing campaign performance to maximize the effectiveness of SEM