How SEM helps your business

Published 01/19/2022 by Ingenuity & Solutions in Digital Marketing - Last updated on March 11, 2022

How SEM helps your business

Search Engine Marketing (SEM) is a set of strategies to increase the authority of a company's digital channels in search engines, integrating online advertising ads to organic positioning actions.

Sometimes it seems that all digital terms are acronyms, right? SEO, SEM, CPC, CPM ... And it is that, at first glance, we would believe that they contain hidden meanings that only experts can understand. Fortunately, that is not true! And you can understand what SEM is.

Algorithm changes in both search engines and social networks and the growth in SEO tactics coupled with the growing number of users connecting through mobile devices have made the SEM department the backbone in the most influential e-commerce From the market.

If someone had opted for the SEM strategy to position themselves a few years ago, there would be a lack of fingers, on the one hand, to argue that it was an unnecessary expense. Today, no online company considers not allocating part of its budget in campaigns where the ad is an authentic brand image.

The user, for his part, has become accustomed to this system with which searches are, if possible, increasingly personalized.

What is SEM?

The acronym SEM stands for: Search Engine Marketing. In theory, it encompasses all the actions aimed at positioning your brand in search engines, including SEO (optimizing pages to obtain a better position in the organic results of search engines).

In practical terms, SEM refers to paid campaigns to modify search engines.

SEM helps quickly improve brand visibility and directly qualified audiences to your website (people who meet specific characteristics).

The paid search

The same search engine platforms are used when launching a paid search campaign. Also, the keywords that were used for an organic SEO campaign generally remain the same. Paid search differs from SEO in that advertisers pay for their sites to rank in a particular place on a search engine.

To determine where an ad will show on a search platform, algorithms are used to establish what the advertiser is paying for the ad (the bid) and determine the quality. Ad quality is based on 2 fundamental pillars:

The historical performance of the ad

Keywords are very relevant on the positioning page. An advertiser may have a relatively low bid and a very high-quality ad and end up with a high-ranking ad.

The clear benefit of paid search is that a website can be prominently displayed on the first page of a search engine. However, it is essential to note that an ad must generate clicks and generate sales or any other desired results. A problem occurs when an ad entices users to click on it, and yet no sales occur, resulting from a lack of compelling content on the landing page.

Advantages of SEM positioning

The main advantage of online advertising is that we can adapt the ads depending on the type of customer we want to target and exclude those that do not interest us. Without a doubt, the depth that AdWords offers us to carry out the segmentation process is enormous. It allows us to reach our potential customers at the precise moment they are looking for our products and services.

Increase traffic to your website

We generally have a common denominator of all the SEM campaigns: getting visits to our website, either to sell our products or services, to enhance our brand image, or to make ourselves known.

Thanks to Google AdWords, we can increase visits to our website in the short term, saving us time if we refer to the volume of visits.

You get more clicks

SEM helps you multiply clicks. According to Google data, having an ad and an organic result in the first place simultaneously generates 50% more clicks (and therefore, visits and potential conversions) than if we were positioned in a purely organic way.

Increased visibility

SEM multiplies your online visibility. Even if they do not click, seeing your brand twice when doing an online search increases the memory in users and makes them begin to associate you with that need.

Total freedom to invest

One of the most significant advantages of SEM campaigns is that you can control the budget according to what you want and how the campaign is working, based on the results.

Improve the positioning of your website

An optimal SEM campaign improves the organic positioning of your website for the simple reason that the more traffic we have to our website, the better the search engine positioning will be since one of the influencing factors in the Google algorithm is traffic. If you have a lot of quality traffic to your website, you will have more options to appear in better results in the SERPs.

Immediate and detailed analysis

The measurement of the campaigns is complete, obtaining from the first second to the last data, thus measuring profitability and evaluating the results obtained at all times to make the right decisions with greater immediacy.

How does the search work?

When users search for content, they type specific words, and the results appear. Google robots look for pages that contain those words (keywords). But the exact search generates many answers, ordered in order of relevance. For this, the SEO and SEM previously explained are used.

The importance of appearing in the first places

Did you know that the first result takes 60% of the clicks? That 60% could enter your website and buy your products. A user will not look at every result but will only review a couple from the first page.

What are the differences between SEO and SEM?

The main difference between SEO and SEM is that the first offers natural (organic) results and the other through paid ad campaigns.

At Ingenuity and Solutions, we help you with your company's digital presence. We can also advise you on the best strategies for positioning your brand through understanding tools such as SEO and AEO. If you need help with digital marketing, contact us. If you are interested in more content, do not forget to visit our blog.

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