SEM (Search Engine Marketing) is a collection of strategies for attracting traffic to web pages based on payment for the use of search engines.
By selecting keywords and paying to appear in their searches, we can get users who are searching for those words to click on our link and access our Landing Page.
There are two ways to appear in searches through paid campaigns: by displaying an advertisement (banner) on websites, social networks or applications where there are visitors with a profile that interests us and by displaying a link in the results list of a search engine when users use the keywords for which we have paid. The first type is known as Display campaigns and the second, Search campaigns.
The goal of SEM is to obtain conversions, whether through forms, content downloads, conversations or accessing an offer.
How does SEM work?
SEM campaigns work through an auction system and the algorithms that search engines use to display certain content.
The key to a successful campaign is segmenting the audience we want to attract, since our campaign will be displayed on the websites What is SEM social networks or applications that they visit. If we select the right keywords that the users we want to send our offer to will use for their searches, we will have the majority of success.
SEM campaigns offer short-term results, although greece whatsapp number data we must bear in mind that the longer the campaigns are active, the better the search engine algorithms will be applied. This happens because search engines learn from all the interactions that users carry out, and we are not only talking about clicks, downloads and visits, but also whether we stop a video before it ends, whether we turn up the volume.
The cost of SEM campaigns is measured by the number of clicks that our ad gets ( pay per click) and its performance will depend on the position in which it is displayed and the existing competition for the same keywords.
How is SEM different from SEO?
SEO (Search Engine Optimization) is a strategy for optimizing our content to appear organically in search engine results, that is, for free. SEM strategies, on the other hand, are paid.
To appear organically in the top positions of search the best free seo tools to keep control over your website in 2022 (i) results, we must create quality content that is relevant to our target audience, such as blog posts, web pages, social media entries, etc. For SEM , however, we must design timely, well-segmented ads that include a powerful call to action.
Creating a good SEM campaign in 6 steps
1. Segmentation
The better you know your target audience, the easier it will be to design an effective campaign that offers exactly what your ideal client is looking for ej leads When segmenting, you should take into account their interests, the websites they visit, the content they consume, which social networks they use and where they shop. This information will help you choose the best keywords to target.
2. Choosing Keywords
Find the most relevant keywords and update them as often as necessary. This is an ongoing process: study their performance and change them if they are no longer relevant. You can use the planner offered by Google to do this.
3. Don’t forget SEO
Your paid strategy should not be the only one What is SEM you use. In fact, SEO and SEM are strategies that feed off each other. It will be of no use to you to get a click on an attractive ad if the page where that click takes you does not meet the user’s expectations in terms of usability, relevance and interest.
Don’t neglect your blog posts, URL names, links or multimedia content.
4. Include Landing Pages
Although it is not essential, including a good landing page can help you convert a click into an excuse for a potential client to leave you their details and unequivocal signs of their interest in your offer.
A good landing page , unlike any other page on your website, should be free of content that distracts from your specific objective and your specific offer.
5. Perform A/B testing
It is advisable to start the same campaign with two different designs to see how it performs and decide and adjust the ads and keywords What is SEM what gives the best results. Try different CTAs, different sizes and styles, etc.
6. Follow-up
One of the advantages of online advertising is the ability. It gives us to make adjustments and changes during. The development of campaigns. Without having to wait until the end.
Since the cost of a campaign depends not only on. The number of clicks it generates but also on. The quality of the interactions it provokes, monitoring its performance and whether or not it meets its objectives is very important.