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It's a digital marketing strategy that increases the visibility of websites on search engine results pages (SERP) through paid advertising. It's also known as paid search marketing or pay-per-click (PPC).
SEM typically involves the use of paid search advertising campaigns (such as Google AdWords) to show ads at the top or bottom of search engine results pages. These ads are generated using specific keywords related to the products, services or content being offered. This strategy is a powerful method for reaching new customers, driving traffic to your website, and generating leads.
When you search for a keyword on Google (or another search engine), a SERP shows results that consist of both organic results and paid ads. Ads come in many different forms, and search engines often indicate which results are paid ads.
The type of sponsored campaign you choose to employ should be based on your overall digital marketing objectives, schedule, and strategy.
According to research, approximately 89% of purchases start with a search query, and paid ads can take up a substantial amount of space, causing organic rankings to drop in the SERPs.
There are several reasons why search engine marketing is important:
There are several tools available for search engine marketing that can help companies improve their advertising campaigns. These tools can help companies improve their SEM efforts by providing valuable data and analysis on their websites and advertising campaigns.
Here are some popular SEM tools:
You might be thinking, “Wait, I thought Keyword Explorer was an SEO tool?” However, because both SEO and SEM consider search intent and demand, conducting keyword research is an imperative first step. Keyword Explorer will allow you to research, identify, group and organize your target keywords and will help you inform the decisions you make about your SEO and SEM strategies.
This Google tool tracks the search volume of the top search queries on Google Search in various regions and languages. Unlike Keyword Explorer, Google Trends can help you understand what you're looking for right now or at a certain time of year.
This is Google's online advertising platform. Since you'll likely advertise on Google, this is where you'll bid for specific keywords, so that sponsored ads appear when users search for those keywords.
Some common SEM metrics include:
In short, SEM is an effective strategy to increase the visibility of your business in search engines and attract an audience interested in your products or services, SEM can be a tool for the growth of your company. If you are considering implementing this strategy, do not hesitate to contact us, we are a comprehensive marketing company with the necessary tools to measure and optimize your campaigns.