What is the SEM?
The SEM represents the initials of search engine marketing, but it also can be called marketing in search engines. Ordinarily the SEM assigns paid inquiry advertisement crusades, in spite of the fact that actually its definition could envelop each one of those promoting activities that occur inside an internet searcher, regardless of whether they are paid.
We call SEM the set of tools, techniques and methods that help us optimize the visibility of websites and sites through search engines. In short, what we seek is to appear more and be better positioned among the search results of Google and other similar sites. Specifically, when a user searches for keywords related to our brand.
Generally, Google search pages and other sites show two kinds of results:
Organic or natural results (usually shown within the center of the page). To know which ones to show, the search engine uses an algorithm that tells you which websites are the best to respond to a specific query. For example, Google's algorithm is based on relevance (web content) and authority (links from other pages). The set of techniques and tools wont to position organic listings is understood as seo optimization.
Payment results. They are usually shown at the top and in a column on the right. Unlike organic listings, here the advertiser must pay an amount for every click he gets. To get traffic by buying ads in search engines, you'll need to resort to search engine advertising solutions, like Google Ads. This system is also called ppc advertising (pay per click) or CPC (cost per click).
Advantages of the SEM
Highly measurable - Tools like Google Ads give you highly detailed reports of the evolution of your campaign, so you can always know what happens with your ads. In addition, you can take advantage of the integration with Analytics to have everything controlled to perfection.
Real time monitoring - The analytics interface allows you to see what is happening at each moment and corrects the course to the moment if you do not get the results you are looking for.
Pay per click - In this way, you will only pay if you get results. You can control at all times the most daily budget that you simply are willing to invest as well as the maximum cost per click you'll pay. In this way, you make sure that the campaign is profitable in all cases.
Speed - Regarding other techniques like seo marketing or content marketing, search engine advertising allows you to attain relatively fast and large-scale results.
Within everyone's reach - Since budgetary investment is scalable, this solution works for both large companies and SMEs. They all compete in equal conditions in the "struggle" to reach the first positions for the keywords.
Segmentation - Finally, another specialty of this tool are its great segmentation possibilities. By focusing on keywords, we will reach the public that is actively interested in us. We can filter it by other factors like location, language or behavior.
Disadvantages of the SEM
Higher long-term cost - Talking obviously: the SEM just works while you pay. Although over time you can optimize your campaigns and reduce costs per click, you will have to continue paying for each of the visits you get.
High level of competition - The search engine Marketing has become popular and there are many companies that compete to position themselves within the same keywords. This competition causes costs to rise and sometimes it can be difficult to get a good ROI.
It's interruptive - Unlike other solutions like native advertising, the SEM means "invading" the user's space with content that it hasn’t previously required. In fact, if the user you are targeting uses an ad blocker, they may not see your ads.
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