Search Engine Marketing :SEM

This Is What Professionals Do

Search Engine Marketing (SEM) is combination of Search engine optimization SEO and pay per click PPC advertising activities.

Search for keywords that people use in search engines
Use the best keywords for pay per click (PPC) campaigns
Inspire clicks with well-written ads
Understanding auctions to manage costs per click (CPC)
Choose a network of search engines that your audience uses
Focus your home page on the most important message
Try the different versions of A / B

In search results, the position of the ad is important: the closer the link is, the more likely it is that people will click on it. Marketing experts use SEM as the key strategy to achieve the best positioning thanks to its competitive cost to attract new customers, increase the presence in the search engines and support other marketing campaigns.

In general, advertising allows you to pay for the position (you decide where people see it), SEM is a simpler process. In general, it uses pay per click (PPC), also called cost per click (CPC), which is a process that uses an auction system and rankings to determine which ads appear in which order.

With PPC advertising, the placement of the ad is determined by two factors: the maximum bid by an advertiser for search queries and the quality score (that is, the relevance of the ad, the keywords, and the content of the ad). ad). destination).

Search engines try to provide exactly what a researcher is looking for. Creating an optimized SEM campaign depends on:

Understand the specific target audience
Set specific objectives for the campaign
Choose the right keywords for targeting
Organize these keywords into specific campaigns and ad groups
Write catchy ads
Traffic to a landing page that provides the correct information and is optimized for conversion
fantastic job publication
The management of a SEM campaign requires constant monitoring, testing, optimization, optimization and learning. And to adapt different campaigns to different audiences, companies often work on their own through sites like freelancer to manage their workload.


When applied to online marketing, keywords are words or phrases that people use when they search for information related to their brand, product, service or industry.

When marketing specialists search for keywords, they identify the most relevant terms for your company and the most profitable terms for your marketing campaigns. Keywords have a direct impact on promotional campaigns, which include:
Search Engine Marketing (SEM): Keywords indicate where the advertising budget for your search is spent.
Search engine optimization (SEO): keywords influence the optimization of the page, from URLs, titles and tags to the content they publish.
Content Marketing: Keywords help shape the content and resources you create, from directing your efforts on social networks to creating e-books and blog content.
Keywords can also drive other promotional efforts, including business decisions. In the “Guide for SEO beginners”, the Moz team wrote: “The usefulness of this intelligence can not be overestimated: with the search for keywords, it is possible to foresee changes in demand, respond to changing market conditions and produce products , services and content actively researched by web researchers “.

There are two types of keywords:

The keywords “short tail” or “header” are the first 10 or more terms, usually just one or two words, that direct the search traffic to your website. These keywords tend to be very broad and are responsible for most of the traffic you receive through the search engines.
The keywords “long tail” are sentences of more than 3-5 words that generate less, but a more specific search traffic.

Some keywords will remain static, but others may change based on trends, news, events or your promotional efforts. Regular monitoring and A / B tests identify the terms that most effectively convert people to customers or potential customers, the cost and competition for each keyword and the terms that competitors use and with which they are successful.

When it comes to PPC campaigns, it is equally important to organize the keywords to investigate and identify the best ones. Advanced search engine marketers use keyword groupings: closely related keywords organized around a topic, such as the product, service, audience, or intention of the researcher. These groupings help determine when and where an ad will appear.

They also influence the way search engines determine the relevance between a keyword, an ad and the web page, while the ad directs people to the key factors to determine a quality score. “The Quality Score is mainly a measure of relevance and the improvement of the quality score of the keywords is to structure your PPC campaigns into groups of small, well-organized and closely linked keywords,” said WordStream, a PPC Software.

You need someone who can effectively organize this information

The first steps in the search for keywords are usually internal. Consider your business, your market research and the most visited pages on your website.

What are the most logical keywords related to the brand industry, the type of product or service or profession?
What terms do people usually use to find your website?
What are your customers looking for?
Your next steps will be:

Check the popularity of the word in your list
Expand your list with other related keywords
Cut any keyword that does not work well

Many online marketing professionals have honed their keyword research skills, including experts in Google Analytics, SEO, SEM or PPC.

Google Search Engine Marketing

A key component in a search engine marketing (SEM) campaign is a well-written ad. Other factors influence the display of your ad, but success depends on whether your ad can inspire anyone to click. Designing a stimulating ad, therefore, usually requires the creativity of an artist and ideas about the psychology of its target audience that user search experts can provide.

To position your ad in a good network of search engines, there are several options available. For example, some formats are specifically targeted at mobile users, while search ads are mainly based on text.

A standard text ad for Google or Bing includes:

A header of up to 25 characters
A display URL (for example, the primary URL) of up to 35 characters
The destination URL (for example, your landing page)
A short description

For Google ads: two lines of 35 characters each
For Bing ads: 71 total characters

While the ad specs are similar among the major search engines, it’s a good idea to get more information about the specific SEM options that you provide by visiting their websites.

Both Google and Bing use pay per click (PPC), also known as cost per click (CPC), which Google describes as “an offer model that charges advertisers only when someone clicks on their ad.”

That model means that an SEM campaign is not just about creating an ad and putting it online. Each time someone inserts a search query related to a set of keywords for your campaign, the search engine examines all advertisers who compete for that keyword and, in an instant, performs an auction to decide which ads to win. keyword. place.

A keyword search goal that drives your SEM campaigns is to cut off any keyword that is so competitive that it does not win an auction realistically for them.

The winners of the auction are usually determined by something called ad ranking, a ranking that considers the maximum bid established by each advertiser, which can range from a few cents to an unlimited number (within certain restrictions) and the quality score of an ad. Other factors that influence an auction include the type of device used, the preferences of the researcher’s language, location and time of day.

The Quality Score of an ad is based on some factors, including the relevance of the ad to the actual search, the expected clickthrough rate (CTR), based on the likelihood that someone will click on an ad with that keyword: how much related is the ad with the experience of the keyword and the landing page.

In addition, checking the compatibility of your website with mobile devices will affect the quality score of your ad, with search engines giving priority to sites optimized for mobile devices for users of mobile devices.

The landing page experience depends entirely on how you optimized your landing page. It is a factor that can affect not only the quality score, but also influence the ad classification and advertising costs separately.

What is the correct network for your advertising campaign? One of the main factors is the user’s preference: Google is by far the most popular platform, with approximately three quarters of the market share, but that does not mean that Bing does not deserve your attention.

Different people have different search preferences; Despite the popularity of Google, it is possible that the preferences of the public are more diverse.

A search engine ad specialist can start by giving an indication of this preference when checking the analysis of your website’s data. For example, they can help:

Compare the number of references you receive from Bing with Google, which will reflect the number of people who found your site through each search engine.
Find out what mobile devices people use to look at your website. For example, Windows phones use Bing by default.
See which browser people use to access your website. Most Internet Explorer users use Bing for their search queries.
There are other differences to consider, such as format, budget options and guidance. But the main consideration is whether the people you want to reach will see your ad in the first place.

It is not the basic components, but the subtle details that are the real challenge behind a PPC campaign.

Choosing the right keywords, for example, allows you to fully understand the goals and objectives of a company: it is easy to spend a lot of energy focusing on advertising to the wrong people. This does not mean that a good campaign will be optimized from the first day. Running a PPC campaign takes a long time: redefining keywords, grouping, editing your ad copy, reviewing your landing page and tracking the results.

To run a campaign, you need someone who has a strong background in keyword research and PPC campaigns, as well as writing and analysis. On a continuous basis, they should be ready to monitor, analyze and optimize the different elements of their campaign to make the most of possible conversions.


In general, a home page is any page of a website. More typically, the home page is a page that is accessed, “lands” or a link to another site. They can be individual blog entries, product description pages or content, such as the “About us” page.

When it comes to marketing, a landing page has a specific role: to convert. As part of a marketing campaign, specialists optimize a landing page, also called a “lead capture page,” through language and design to convince a visitor to become a specific action.


With this goal in mind, you can be creative about the best way to use that page:

Support a specific advertising or public relations campaign with links to relevant materials.
Promote sales of a particular product or service, which leads people to buy or provide their information to get more details.
Concentrate on a particular topic, such as an area of ​​expertise, product or service.
Optimize to support a PPC campaign, contributing to an excellent quality score by providing the exact information that researchers are looking for.
Collect information about visitors for contests and special offers.
Organize information to create presentations at an event or conference to collect comments, track requests for information, or download materials.
What makes a great home page?
Because landing pages are meant to move someone to perform a specific action, the key to an effective landing page is attention. In the context of a PPC campaign, this means that an expert creates a page that offers exactly what people are looking for.

For example: if you sell electronic products for your home and your advertising pays promotes your selection of headphones with noise cancellation, your home page should include noise-canceling headphones. Directing people to your home page, however, where they will have to search the product categories or perform other research, will lead to frustration and a low probability of getting the sale.

If you are planning your landing page, you should answer the questions that are critical to any promotional campaign, including the goal, target audience, and metrics. The restricted focus of messaging will drive the design of your homepage, but here are some other considerations.

Clean design From the title to the images you choose, it should be very easy to see what the page is about, why it is relevant and what the next action should be.
A good title The title should be convincing and direct, interesting but not so intelligent that the theme of the page is still unclear. A compelling title tells someone that you have found what you are looking for and encourages you to read. Try matching your header with a keyword (that is, why, why, how or when) that matches the visitor’s intention.
An invitation to the grip action (CTA). If you want a visitor to make a purchase, provide contact information or download a file, the CTA should be easy to find and optimize to get the most conversions. Your mailing list will receive more records with a button that says “subscribe now”, “register today” or “register”. You may have to do some tests to find out.
Optimize your lead acquisition form. The prospect generation forms are not just a critical part of landing page design; If you are wrong, people will not bother to fill it out. There is no standard length for entry forms: the WooRank website review service found that shorter forms usually get more answers, but people who take the time to complete a longer form tend to be potential customers for more quality. . As with a CTA, only the tests can say with certainty what your specific audience will be.
Follow other recommended standard SEO practices to ensure that your entire landing page is optimized.

In addition to hiring an editor to write compelling copies for your campaigns, a web designer can create optimized and optimized landing pages to convince people to convert.

The A / B test is a simple concept: try two almost identical versions of the same thing and see which one works best for you.

There are many websites that offer advice, case studies and best practices for marketing campaigns. But the only real way to test what works with a target audience is to try different live options and see what happens. This is the data-driven approach to marketing, promoted by many marketing experts and often implemented by high-growth companies to quickly test concurrent ideas.

You can try A / B anything. Here are some ideas:

How does the use of clip art and photos of real people affect conversions?
Adding videos to your registration page improves your results?
Do people respond better to titles that focus on action or benefits?
Set your call to action (CTA): the response rates change with the language, the color of the button, the location of the link, etc.
How does the completion of the registration form impact?
Testing different elements can provide you with the information you need to:

Adjust titles and descriptions for best results
Improve your home pages to get better results
Compare identical ads in different search advertising networks
Refine keyword groups

Thinking about each of the aspects just mentioned can generate more traffic on your website at the top of the sales funnel. You have already taken the first step to learn more about SEM and you can get more information through free articles and marketing case studies available here.



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