SEM is defined by the set of tools, techniques and strategies that help optimize the visibility of websites and web pages through search engines. In short, the goal of SEM is to gain better search engine positioning on Google and other similar sites.
Generally, Google search pages and other sites show two types of results:
- Organic results: To know which results to show, the search engine uses an algorithm that tells you which websites best to respond to a specific query. Google’s algorithm is based on relevance (web content) and authority (links from other pages). The set of techniques and tools used to position organic listings is known as SEO (Search Engine Optimization).
- Paid results: Unlike organic listings, here the advertiser must pay for each click. To get traffic by buying ads in search engines, you will have to resort to search engine advertising solutions, such as Google Ads. This system is also called PPC (pay per click) or CPC (cost per click).
Search Engine Marketing encompasses both SEO techniques and search engine advertising. However, most marketers use SEM to refer exclusively to search engine advertising, or paid results. To avoid confusion, in this article we will use SEM to refer to search engine advertising and paid advertising.
SEM Top Terms
To finish, let’s review the basic concepts you need to move through the world of search engine advertising. Since we use Google for the vast majority of searches, we are going to base ourselves on the terms that are used in Google Ads.
- Keywords: keywords are the basis of all search engine marketing. Keywords are the words, groups of words, or phrases that will make your ad appear to users.
- Text ad: the standard ad type that is shown in search engines. They usually have a title, two lines of text, and a customizable link.
- Ad group: Ad groups are ad sets and keywords. These are grouped into campaigns, in which you can define the daily budget and the countries or territories where the ads will appear.
- Search network: the part of the search engine where your ads can appear. The simplest thing is to work with text ads on the top and right of the results page but you can also show ads on other sites such as Google Shopping or Google Maps.
- Impressions: the number of times an ad is shown
- Clicks: the number of times an ad has been clicked on
- CTR: the percentage of impressions that generate a click.
- CPC: the average cost per click. You can define a maximum CPC to guarantee that you do not go over budget.
- Quality level: Score (determined by Google) of a keyword and an ad to determine your CPC. In theory, the higher the quality of an ad, the less you pay for each click.
Basic SEM Concepts
SEM is a very broad topic that has many different avenues to explore. Below, we’ve linked to some articles to more specific topics within the SEM methodology.
- SEO and SEM: SEO and SEM are essentials in online marketing strategies, but they are also two abbreviations that lead to a lot of confusion. Which is better for your brand and how can you leverage both to boost traffic and increase conversions?
- Sem Positioning: SEM positioning is the paid method that’s used to quickly gain search engine positioning.
- SEM Campaign: A SEM campaign represents the entire advertising strategy that generates ads in search engines like Google. A campaign can encompass many different ad groups and keywords in order to increase positioning.
- SEM on Google: The most popular form of SEM is on Google Ads. To create a SEM campaign on Google, go from the most general to the most concrete. There are many different ways to advertise on Google Ads, with a variety of ad options and structures.