Search Engine Marketing (SEM)

What is Search Engine Marketing (SEM)?

Search Engine Marketing is a digital marketing technique employed to improve a website’s popularity in search engine result pages (SERPs).

SEM uses paid ads to make sure the SERPs include the products or services of your business. SEM allows the organisation to appear for a search query when a user types in a specific keyword. Search engine marketing was used in the previous era to characterise search engine optimisation (SEO) and paid search.

SEM and SEO

Search engine Optimisation or SEO uses techniques that maximise organic search visibility. Compared to SEM strategies that are paid methods for placement on SERPs, SEO involves best practices to attract search engines and get organic search placements. In short, SEM is paid for, and SEO drives traffic to a site organically.

How does SEM Work?

Search engines use complicated algorithms to ensure that the most important search results, including location and other information, are returned for each search. Paid advertisements appear on a portion of the search engine to achieve greater exposure and popularity over organic results. SEM networks are activities of self-service. If a marketer chooses a system, a campaign can be launched in a short time.

Importance of SEM

Search Engine Marketing has become a critical online marketing strategy to expand the scope of a brand.  In search engine marketing, advertisers pay only for impressions that give the company a chance to spend their marketing dollars effectively. As an additional benefit, the website rankings for organic search results are improved by each visitor. Since customers enter search queries for commercial details, they are in excellent condition to buy, compared with other ways such as social media.

Basic terms related to SEM

Keywords: the terms that users enter in search engines that trigger a specific ad or search result. 

Text ad: is the leading ad form shown in the search engines. It typically contains a title, a noticeable URL, and a summary that can be personalised by the marketer.

Ad group: An ad group in Google Advertising is made up of multiple ads with the same keywords.

Landing page: The website which appears after clicking on an advertisement.

Search Network: where your advertising can be viewed.

CTR: Click-through rate

CPC: Cost per click

 

Top SEM tools

  • Google Trends: It lets you track search volumes in a particular area, language, or time frame for a specific keyword. It helps you to decide which search keywords are trending.
  • HubSpot’s Ad Tracking Software: This HubSpot Advertising tool helps you go beyond traffic and precisely evaluate how ads affect contacts and where they are on the buyer’s path / journey. This allows you to figure out what ads work.
  • Google Ads Keyword Planner: You can select the most appropriate keywords for your company by searching the Keyword Planner for a list of keywords.
  • SEMrush: You can do comprehensive keyword testing, keyword monitoring, site audits, traffic analysis, and more with SEMRush.
  • Spyfu: By using SpyFu, You can see keywords on Google that your rivals are purchasing. You will search for a domain, and you’ll see each keyword that a business buys in Adwords, each organic keyword that it’s listed for, and each ad variable that it has had for over the last 12 years.

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