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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.

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Types of SEM campaigns.

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.

• Search ads: Search ads are text-based ads that appear at the top or bottom of a SERP when people search for a keyword.
• Display ads: Display ads are image-based ads that appear on websites and apps. These ads allow you to be a priority when reaching your audience while browsing your favorite sites and apps. These sites and apps come from the Google Display Network (GDN), a group of more than 2 million websites, videos and apps where your ads can appear.
• Shopping ads: Shopping ads are product listings that appear at the top of the SERPs for product-related searches. They also appear on the Google Shopping tab and usually include an image of the product, the price and a link to the product page.
• Video ads: Video ads are ads that appear before, during, or at the end of videos on YouTube and other websites. They are highly oriented based on user data and are designed to increase brand awareness (think commercials!) and drive traffic to your site.
• Local service ads: Local service ads appear at the top of the SERP for local businesses that are relevant to the keyword the user is looking for. They usually include the company name, reviews, city, phone number, business hours, and more.
• Local ads: App ads. App ads are designed to promote your app on Google properties, such as Search, Play, YouTube, Discover, and the Google Display Network. They help your business grow by finding new app users!

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Why is search engine marketing important?

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.

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SERP Announcements

There are several reasons why search engine marketing is important:

• Increase your online visibility: Sponsored content appears at the top and bottom of search engine results pages. This can result in greater brand awareness and exposure, which can lead to more conversions.
• Reach their target audience: SEM allows companies to target their ads to specific keywords that their potential customers are looking for. This means that companies can reach their desired audience more effectively and efficiently. Instead of relying on implicit information about the user, SEM is based on the explicit needs of the users.
• Campaigns are manageable: Sponsored ads are structured so that companies only pay when a user clicks on the ad. This makes SEM more controllable, as companies can analyze the results and then allocate their budget to the most effective campaigns.
• The results are measurable: companies can measure the effectiveness of their campaign efforts based on data provided by search engines. Metrics such as clicks, impressions, conversions and cost per conversion allow companies to make decisions based on data.

How do you measure the success of SEM?

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:

Keyword Explorer

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.

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Google Trends

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.

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Google Ads

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.

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Some common SEM metrics include:

• Impressions: The number of times your ads are shown to users.
• Clicks: number of times users click on your ads.
• Click through rate (CTR): percentage of users who clicked on their ads after they were shown (calculated by dividing the number of clicks by the number of impressions)
• Cost per click (CPC): Average cost you pay for each click on your ads
• Cost per impression (CPM): Average cost you pay for each impression of your ads
• Conversion rate: The percentage of users who completed a desired action on your website, such as making a purchase or filling out a form.
• Cost per conversion (CPC): Average cost you pay for each conversion on your website

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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.

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