Search Engine Marketing (SEM)
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What is Search Engine Marketing?
Defining exactly what SEM or search engine marketing consists of can be tricky since there are different definitions depending on who you ask.
SEM is defined by the set of tools, techniques and strategies that help optimize the visibility of websites and web pages through search engines. In short, the goal of SEM is to gain better search engine positioning on Google and other similar sites.
Basic SEM Concepts
SEM is a very broad topic that has many different avenues to explore. Below, we've linked to some articles to more specific topics within the SEM methodology.
SEO and SEM are essentials in online marketing strategies, but they are also two abbreviations that lead to a lot of confusion. Which is better for your brand and how can you leverage both to boost traffic and increase conversions?
The most popular form of SEM is on Google Ads. To create a SEM campaign on Google, go from the most general to the most concrete. There are many different ways to advertise on Google Ads, with a variety of ad options and structures.
A SEM campaign represents the entire advertising strategy that generates ads in search engines like Google. A campaign can encompass many different ad groups and keywords in order to increase positioning.
SEM positioning is the paid method that's used to quickly gain search engine positioning.
Why Use SEM?
There are many reasons to incorporate SEM in your digital marketing strategy. These are just some of the benefits of using Search Engine Marketing for your brand.
- Bring highly qualified traffic to your page. One of the bases of any digital marketing strategy is to attract the right users to your landing pages. Search engine marketing is very effective in attracting users' attention and generating clicks by allowing users to filter based on the words they seek. This ensures that your traffic is made up of people who are potentially interested in your brand
- Make your brand or company known throughout the world. Placing yourself at the top of Google is a great way to get visibility for your brand. To see your page in the first place will allow the user to associate it with the need that they’re looking to solve even if they don't click on the page.
- Generate conversions. Google Ads offers many ways to measure conversions and thus ensure that your ads are really effective.
- Get results with a tight budget. Search engine advertising solutions can be adjusted to your budgetary needs at any time. You do not need a large initial investment, so these are suitable for small and medium businesses. If your brand is growing, the sky is the limit!
- Finally, with Search Engine Marketing Google Ads solutions, you can not only place advertisements in the search engine, but also take advantage of the data and parameters available to place contextual advertising on other websites. The possibilities of personalization are very high. For example, you can target users who have already visited your website, are interested in X type of products, are from a specific city, etc. Combined with your search engine advertising campaigns, these can be powerful tools to grow your brand.
SEM Dictionary: Top Terms to Know
To finish, let's review the basic concepts you need to move through the world of search engine advertising. Since we use Google for the vast majority of searches, we are going to base ourselves on the terms that are used in Google Ads.
- Keywords: keywords are the basis of all search engine marketing. Keywords are the words, groups of words, or phrases that will make your ad appear to users.
- Text ad: the standard ad type that is shown in search engines. They usually have a title, two lines of text, and a customizable link.
- Impressions: the number of times an ad is shown
- Clicks: the number of times an ad has been clicked on
- CTR: the percentage of impressions that generate a click.
- CPC: the average cost per click. You can define a maximum CPC to guarantee that you do not go over budget.
- Quality level: Score (determined by Google) of a keyword and an ad to determine your CPC. In theory, the higher the quality of an ad, the less you pay for each click.