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To grow your business, digital advertising is a must. And within this type of advertising, we find SEM campaigns and strategies.
This type of strategy is very effective to achieve growth in conversions, since search engine advertising appeals directly to the user who is looking for you.
we want your business to be the future. Therefore, we recommend you to continue reading this article with everything you need to know about what SEM is and how it works.
What are you waiting for?
But let’s start at the beginning. SEM is a concept that is often associated with SEO, and although they have some points in common, the main difference is that SEO is organic and SEM requires an investment or cost.
However, in the end, the objective is the same; to appear in the first positions of the search engine.
In the case of SEM, which stands for Search Engine Marketing, we work on platforms such as Google Ads or Bing Ads. Although in this article we are going to focus on explaining the Google Ads platform, the most important and outstanding, of course!
Search engine advertising consists of trying to reach your audience through an exhaustive study of keywords. If you work and select those words well, when someone searches with those keywords your ad will appear above the organic results.
Google Ads is precisely one of the platforms that can offer you the highest conversion rate. If someone searches for a certain word, and an ad appears offering a quick answer, who can resist?
But beyond these types of Google Ads campaigns, there are many more, and we recommend five of them.
AdWords or search campaigns are the first campaigns that Google Ads started to work with. As we mentioned earlier, these are the ones that work best in terms of conversion.
This type of campaign works with keywords. If someone searches for that particular word, your ad will appear in front of your audience.
Display campaigns are those that appear on the sides of certain pages, the so-called advertising banners.
These types of campaigns work well to build brand awareness and increase traffic to your website.
Video campaigns are those ads that appear before, during or after playing a YouTube video. Like Display, it is a type of campaign that works to showcase your brand identity to your audience.
In this case, it is essential that you work very well on the content of your video. Eye-catching messages and images, where the most important thing is at the beginning.
Shopping campaigns are another very good alternative to increase your company’s sales.
As in search campaigns, Shopping campaigns also work with keywords. But in this case, instead of activating an ad with descriptions, an ad showing a product is activated.
Lastly, Google Ads Discovery campaigns are recent, but no less important.
This type of campaign is a mix of display and search ad formats. It combines images with descriptions to offer the maximum amount of information to your audience in an eye-catching way.
After all this information, you are probably thinking, what now? Well, before we get started, here are some tips to get your SEM strategy off to a good start.
This first step is vital. You must put yourself in your audience’s shoes and know how they search and what words they search for to buy or contact brands like yours.
Related to the previous point, the second issue is to select those keywords for which your ads will be activated. In addition, you must also take into account the type of concordance.
The best thing to do is to perform a keyword research and stay with those that have the highest volume of traffic and whose intention is to buy.
If you want to know more about keyword research, we recommend you to read this Blog about how SEMrush can help you in your SEM strategy.
Titles and descriptions will be the first thing your audience will see, write in an eye-catching way and do not forget to highlight all the positive points of your brand and your services or products, remember that you are competing directly with the other ads shown!
If you want to control your SEM strategy, never forget to incorporate UTMs or tags in your ad links. Include the source, the medium and the campaign to know where your conversions or sales are coming from.
This data can be of great help to you to know what is working and what needs to be improved.
Now you know what SEM is and how it works, so you can start developing a strategy for your brand with a specialized SEM team.
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Cheer up and…
Don’t miss the opportunity to take advantage of all the benefits of SEM in your digital strategy!