What is Search Engine Marketing?
Do you want to increase the visibility of your brand on the Internet? Appear first in Google when someone queries something about your sector? Make your products or services known on the Internet?
The Internet is a spider web that encompasses all. And search engines like Google, Yahoo or Bing have become perfect shop windows for companies. That is why they allocate part of their budget to improve their position in search engine results. What is sought is, in essence, to appear quickly and easily in the first results when the Internet users use keywords or keywords related to the brand or sector.
Within a digital marketing strategy, these two concepts must be differentiated:
Search Engine Optimization are commonly referred to as web positioning. We use techniques to improve its usability: responsive design, eliminate duplicate content, work link building… In this way, it improves the position of the web in search engine results naturally and organically. It becomes elementary to apply SEO knowledge to a good functioning of the web page.
The SEM comes from Search Engine Marketing and is a technique that is used for that positioning through payment methods, ie the search engines themselves offer tools so that companies can advertise in order to generate quality traffic to their websites. Although it is usually related only to paid ads, it includes different techniques and tools with which you can promote web pages like SEO, contextual advertising, bid management, pay per click (CPC), pay per action ( CPA), bid management or social media marketing.
The tool that is most used in Spain and many other countries to carry out SEM campaigns is Google Adwords. However, some challenges still have to be addressed, such as using data to better segment audiences, achieving greater technological integration or using branding as a performance in advertising.
ADVANTAGES AND DISADVANTAGES OF SEM
– Make your product/service fast. With this technique, you get results earlier than others like content marketing or SEO.
– Return on investment (ROI) is fast. This means that the advertising investment made in the search engines recovers soon.
– Attracts targeted traffic to the web. The audience that will be redirected to the web will be the one that is already actively interested in it. In addition, campaigns can also be targeted by location, language, or preferences.
– High competition. The SEM has become popular and many companies compete to position themselves in the same keywords. So it becomes a big and arduous optimization task.
– It’s interrupting. That is, the advertisement will appear to the user when he has not previously used. Native advertising is another solution if you do not want to interrupt the user.
– High cost in the long run. If you carry out campaigns on an ongoing basis, even if you optimize them, you will have to continue to pay for them in the same way. In addition to the fact that keyword bidding is quite expensive.