To grow your business, digital advertising is a must. And within this type of advertising, we find SEMcampaigns and strategies.
This type of strategy is very effective to grow in conversions, and is that search engine advertising appeals directly to that user who is looking for you.
At Kiwop, we want your business to be future. That’s why we recommend you keep reading this article with everything you need to know about what SEM is and how it works.
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How SEM works
But let’s start at the beginning. SEM is a concept that is usually 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.
Of course, in the end, the goal is the same; appear in the first positions of the search engine.
In the case of SEM, whose acronym 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.
Types of SEM campaigns
Google Ads is, precisely, one of the platforms that can offer you the highest conversion rate. And if someone searches for a certain word, and an ad appears offering a quick answer, who can resist?
But beyond this type of campaigns in Google Ads,there are many more, and we recommend five.
AdWords or search campaigns are the first ones google ads started working on. As we mentioned before, they are the ones that work best in the face of conversion.
These types of campaigns work with keywords. If someone searches for that certain word, your ad will appear to your audience.
Display campaigns are those that appear on the sides of certain pages, they are the so-called advertising banners.
These types of campaigns work well to work on the recognition of your brand and increase the traffic of your website.
Video campaigns are those ads that appear before, during, or after you play a YouTube video. As in Display, it is a type of campaign that works to show 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 the sales of your company.
As in search campaigns, Shopping campaigns also work with keywords. But in this case, instead of activating an ad with descriptions, an ad that shows a productis activated.
Last but not least, Google Ads Discovery campaigns are recent, but no less important.
This type of campaign is a mixture of Display formats with search ads. And it combines images with descriptions to offer the maximum of information to your audience in an eye-catching way.
Tips for creating SEM campaigns
After all this information, you’re probably thinking, now what? Well, before starting with it, we give you a series of tips to start your SEM strategy well.
Consider how your audience searches
This first step is vital. You must put yourself in the shoes of your audience and know how they search and what words they are looking for to buy or contact brands like yours.
Select well the type of kw and the concordance
Related to the previous point, the second question is to select those keywords for which your ads will be activated. In addition, you must also take into account the type of concordance.
It is best to carry out 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 read this Blog about how SEMrush can help you in your SEM strategy.
Pay attention to ad titles and descriptions
Titles and descriptions are going to be the first thing your audience sees, write in an eye-catching way and without forgetting to highlight all the positive points of your brand and your services or products, remember that you are competing directly with the other ads that are shown!
Don’t forget the UTMs
If you want to have your SEM strategy under control,never forget to incorporate UTMs or tags into the links of your ads. Include the source, medium, and campaign to know where your conversions or sales are coming from.
This data can be of great help to know what is working and what you should improve.
Start developing an SEM strategy
You already know what SEM is and how it works, so you can start developing a strategy for your brand with a team specialized in SEM and digital advertising.
Now it’s your turn.
If you need help or want us to solve any questions related to your business, we will be happy to do so. 😊
Contact us or follow us on our Instagram profile for more information about digital marketing.
At Kiwop, we are specialists in content writing, digital marketing, web development and e-commerce.
Cheer up and…
Do not miss the opportunity to take advantage of all the benefits of SEM in your digital strategy!