Sometimes, you might want to own a website just for the fun of it, but the fact of the matter is that in this day and age, your website can turn into a business, an enterprise that generates economic benefits. That said, your website will need to generate visitors who might be interested in products and services that you have to offer through your website. In order to make your website more visible to your potential customers, it’s important to invest in SEM (search engine marketing) and boost your site’s visibility that way.
What is SEM?
The term SEM comes from the Search Engine Marketing and could be considered as the paid alternative to SEO (Search Engine Optimization), which does not require economic investment but rather knowledge, work and effort to properly optimize the website and boost the positioning in Internet search engines that way. These methods can also complement each other and this tends to be the best practice in general.
As in any venture, the creation and positioning of a website require investment and that’s what the SEM basically consists of. With paid advertising, you get an immediate link to your website, which is reflected in the main pages of the search engines, usually with a small code to point out that it’s advertising and not a natural result to that search.
Main advantages of using SEM in your marketing strategy
- The s increase of visits to your website is almost immediate, from the moment you start the campaign and invest in SEM.
- Perfectly qualified visitors are obtained through the optimized process, since they are Internet users who are exactly looking for what you offer and strictly match your target audience; at least this tends to be the case when you use the right words and correctly configure the segmentation options.
- The cost of this type of advertising is quite accessible and optimized, as it’s only paid per clicks received and not by the mere impression of the ad.
- It offers perfect control, since specific statistics and reports are obtained, which contain details about each click received, such as the exact moment in which the action was carried out, the geographical place from which it was performed, and so on.
How and where are SEM campaigns conducted?
The procedure is as follows: search engines such as Google, Bing or Yahoo offer advertising programs sponsored to advertisers (owners of websites or products that need promotion); among the advertising services of this type the most important are Google AdWords , Bing Ads (formerly known as Microsoft adCenter and then MSN adCenter), Yahoo Search Marketing and Facebook Ads, even though the latter does not belong exactly to a search engine, but given the popularity of the Facebook social network and the possibility of segmentation it offers, it’s equally useful to suggest it together with the other services mentioned.
Usually, these advertising programs establish auction systems, in which advertisers place bids for the advertising space in which they want their messages to appear, that is, the results pages for a particular search, so it is very important to correctly define the keywords for which your website should be positioned.
The method in which the payment is made, is known as Cost per Click or CPC (pay per click), in which a small amount must be paid for each click made by users on the link shown in the browser search results, so that the advertiser establishes a budget. According to this, your advertising will be displayed on the pages of the search until you have received the number of clicks necessary to consume that amount of money you set up.
The cost of each click varies depending on the demand that exists at a given time for the same keyword and will be determined by an automated system that calculates it based on different variables. Each advertiser sets a maximum amount that they would be willing to pay for each click, so the higher this amount, the more chances of winning the bid.