How to create a SEM marketing strategy for your company step by step
Search engine positioning (SEM and SEO) is a key strategy to gain visibility and attract traffic to your brand's website.
However, there can be some confusion surrounding the term SEM marketing. There's debate whether it includes payment ("pay per click" type ads) or covers the techniques designed to improve the positioning of a website on the search engines.
In reality, organic positioning (SEO) and search engine marketing (SEM) are complementary tools. Their combined use will help you in your online marketing strategy. Let's take a look at the advantages of combining them and how you can implement a strategy that incorporates both.
SEM, or search engine marketing, is a digital marketing strategy. Its purpose is to increase the visibility (and therefore profitability) of a website in search engine results pages. SEM refers specifically to the paid search advertising that helps achieve this.
SEM is also sometimes called "paid search" or pay-per-click, which can be abbreviated as PPC.
Under a broad definition, SEM marketing can divide it into two parts. As mentioned, SEO (search engine optimization) is the organic positioning method in search engines. SEO encompasses a series of tools, techniques, and strategies aimed at driving a website to the top positions of Google without having to pay for advertisements.
Within SEO we distinguish two aspects:
SEM, search engine marketing or search engine advertising, places paid ads on Google and other search engines. These ads are at the top of the results and the advertiser is charged every time a user clicks on them. The cost associated is known as PPC (pay-per-click).
The two areas of SEM marketing are useful when it comes to positioning in search engines, but there are some important differences between them.
As mentioned above, combining SEO and SEM is a strategy that helps you get the most out of your digital marketing. Now let's see how to put this into practice.
Keywords are the essential pillar in any SEM strategy. To carry out a complete study, follow this method.
Given their potential to generate immediate results, you should start by creating SEM campaigns and leave other aspects of SEM marketing for the next step.
In this step, define the campaigns, ad groups, keywords, and creatives. You will use them in Google Ads, Bing Ads or other search engines and put everything in motion.
Once you have your SEM marketing campaigns running, it's time to start working on the organic positioning of your website. For this, you will need to rely on the keyword research that we have previously done. You can also use the first results of your ads to get an idea of which topics attract more interest from your audience.
This information will help you create well-targeted content that responds to the needs and searches of people online. This will help you gain positions in search results. You should also implement off page SEO like link building, a very important SEM technique to improve your authority and positioning.
SEM has great potential to help companies achieve their goals quickly and is scalable. However, for your campaigns to be successful, it's ideal to have experts who have extensive experience positioning brands on Google. If you want to take advantage of all the benefits of SEM marketing for your brand, get in touch with us!