THE EFFECT OF SEARCH ENGINE MARKETING ON ONLINE SALES: A STUDY OF A RETAIL ELECTRONICS FIRM IN PORT HARCOURT.
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Background of the study:
Search engine marketing (SEM) plays a pivotal role in driving online visibility and sales by leveraging paid search strategies. Retail electronics firms in Port Harcourt are increasingly investing in SEM to capture high-intent customers and boost online sales. This study explores how SEM techniques—including keyword optimization, ad copy testing, and bid management—contribute to increased website traffic and conversion rates (Ogunleye, 2023). By targeting specific search queries, SEM enables firms to reach consumers actively seeking electronics products, thereby enhancing the probability of purchase. The integration of SEM with analytics tools further allows marketers to measure performance accurately and optimize campaigns in real time (Ibrahim, 2024). However, challenges such as high competition, fluctuating ad costs, and the complexity of campaign management can impact overall effectiveness. This research aims to assess the impact of SEM on online sales, identify key challenges, and propose strategies for improving campaign performance for a retail electronics firm (Afolabi, 2025).
Statement of the problem:
Although SEM is recognized as a powerful tool for driving online sales, retail electronics firms in Port Harcourt face difficulties in achieving consistent results. High competition for keywords, variable ad costs, and technical complexities in campaign management often lead to suboptimal performance (Ogunleye, 2023). These challenges affect conversion rates and make it difficult to sustain a positive return on investment, thereby limiting the overall impact of SEM on online sales (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of SEM on online sales performance.
To identify challenges in implementing effective SEM campaigns.
To propose strategies for optimizing SEM to improve conversion rates.
Research questions:
How does SEM influence online sales for retail electronics firms?
What challenges hinder effective SEM campaign management?
What strategies can enhance the ROI of SEM efforts?
Significance of the study:
This study is significant as it provides insights into optimizing SEM strategies for improved online sales performance. The findings will help retail electronics firms in Port Harcourt refine their search marketing campaigns, increase conversions, and achieve better marketing ROI. These insights contribute to the growing body of knowledge on digital advertising effectiveness (Afolabi, 2025).
Scope and limitations of the study:
The study is limited to evaluating SEM strategies for a retail electronics firm in Port Harcourt, focusing exclusively on online sales metrics.
Definitions of terms:
Search Engine Marketing (SEM): The use of paid search advertising to drive website traffic and sales.
Online Sales: Revenue generated through digital commerce channels.
Retail Electronics Firm: A company that sells electronic products to consumers.
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