What is search engine marketing? Definition and basic concepts
SEM, or, search engine marketing, is a highly effective way to increase your ranking on search engines like Google, and attract qualified traffic to your website. Investing in SEM is a great way for you to grow brand awareness and increase sales.
SEM is a type of digital marketing strategy that is focused on getting your company or your client on the first page, if not the first position, of search engine results. The purpose of this if to drive a higher volume of traffic to your site, which you can then convert.
Search engine marketing includes all the tools, techniques, and strategies that help optimize the visibility of websites and web pages in search engines such as Google and other, similar sites.
There are two main ways to show up at the top of the result.
In theory, search engine marketing covers both types of results. But in practice, techniques that are aimed at improving organic positioning fall into the category of SEO and techniques that are aimed at appearing among the paid results are categorized as SEM. To avoid confusion, we will use the term SEM or search engine marketing only for the later.
Therefore, search engine marketing consists of a series of tools, techniques and strategies aimed at optimizing search engine advertising, appearing in the top positions, getting lower costs per click, and maximizing conversions from these ads. The most well known and widely used SEM platform is Google Ads, but there are other solutions, such as Bing Ads, for example.
Generating traffic organically can be a very long and tedious process where the results are only seen in the long term. Search engine marketing allows you to accelerate this process and get users to your website from the beginning. In addition, you can be assured that these users are interested in what you offer, since they themselves have searched for it.
Appearing in the top results of Google and other search engines associates your brand with a specific need even if the user does not click the first time they see it.
The ultimate goal of Google Ads and other search engine marketing tools is to improve business results. To do this, you will need to create optimized landing pages that put users on the path to conversion.
One of the great advantages of search engine marketing is that it is a suitable solution for companies of all sizes, since the minimum investment is very affordable. On the other hand, if your brand is growing, you can increase the investment and the complexity of your campaigns to keep your momentum. Also, since you only pay if you get results (in the form of clicks), you can be sure that your budget is used effectively.
Search engine marketing solutions such as Google Ads provide numerous metrics on campaigns and let you to know what is happening at all times. This way, it is very easy to correct the course if needed and get better results.
Search engine marketing or SEM has great potential to help companies achieve their goals in a quick and scalable way. To get the most out of it, it is ideal to have experts who have extensive experience positioning brands in Google. If you want to take advantage of all the benefits of search engine marketing for your brand, get in touch with us!