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.
Search engine marketing is all about getting your website noticed on search engines like Google. It involves using various tools, techniques, and strategies to improve your website’s visibility and increase its chances of appearing at the top of search results.
There are two main ways to achieve a high ranking in search results:
In practice, search marketing can be divided into techniques focused on improving organic rankings, which are referred to as search engine optimization (SEO), and those that aim to make your brand appear in paid results, which are referred to as search engine marketing (SEM). For the sake of clarity, we will use the term SEM specifically for paid search advertising.
Generally speaking, search engine marketing consists of using different tools and strategies to optimize your search engine advertising. The goal is to appear at the top of search results, attract more clicks to your website, and ultimately increase conversations. The most popular platform for SEM is Google Ads, but there are other options available, such as Bing Ads.
Search network: This refers to the places where your ads appear. The most common option is at the top and right-hand side of the search result page, but ads can also be shown on other platforms like YouTube.
Establishes your presence in the market: When your brand appears in the top search engine results, it associates your business with a specific need or solution in users' minds, even if they don’t click on your ad immediately. This visibility increases brand recognition and establishes your presence in the market.
Affordable and flexible: SEM is a flexible solution suitable for businesses of all sizes. It offers affordable minimum investment options, making it accessible to startups and small businesses. As your brand grows, you can increase and complexity of campaigns to maintain momentum.
Pay-per-click pricing: You will only pay when users click on your ads, ensuring your budget is used effectively.
Suitable for businesses of all sizes: 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.
Scalable: if your brand is growing, you can increase the investment and complexity of your campaigns to keep up your momentum.
Measurable results: SEM platforms like Google Ads provide detailed campaign metrics that allow you to track and analyze performance. This enables you to make data-driven decisions, optimize your campaigns, and achieve better results over time.
By leveraging the potential of SEM, your business can achieve its goals quickly and scale effectively. If you are looking to harness the benefits of search engine marketing for your brand, feel free to contact us! We would be happy to discuss your needs and help you create a SEM campaign that will bring you closer to achieving your goals.