What is SEM and how does it serve my business?

: 30 March 2018; Marketing & SEO

More than 50% of the world's population, that is, 4 billion people, are Internet users. If your business has a website, you're on the right track, but keep in mind that there are more than 1 billion websites and you need to implement marketing strategies to attract visitors and increase visibility and sales. This article will show you how SEM can help you position yourself online and develop an effective strategy to maximize your investment.

What is SEM?

SEM stands for "Search Engine Marketing", is a digital marketing strategy that involves promoting websites through the purchase of ads on search engines such as Google, Bing, and Yahoo. This ensures that your website appears in the top search results.

Don't you think it's important to appear above your competition? Of course it is! Not only will you be the first one with the opportunity to sell, but it will also have a positive impact on how your target market perceives your business. Online positioning influences, and a lot, how users perceive a brand. Users tend to think that a company is the best in its sector if it appears first in the Google results.

How profitable and effective is SEM?

Search engine ads are displayed based on the keywords that users enter in the search engine (Google), and advertisers pay when a user clicks on the ad. This way, SEM attracts high-quality traffic to your website, as the ads are shown to users who are actively looking for information related to the advertiser's offer. In addition, SEM allows advertisers to adjust their budget and strategy in real-time, which means they can get quick and measurable results.

You only pay when a person clicks on your ad and is taken to your website. In other words, you only pay when the interested party is exposed to your services or products. This is a truly efficient way to use your marketing budget.

What if the person doesn't buy or contact me?

Sales are a game of probabilities. Between 25-30% of people exposed to a business offer end up making a purchase or agreement. However, those who don't are not a loss; they are people who now know your brand, have it as an option, and can become a reference or purchase in the future.

Now, analyze: How much time and money do you dedicate to finding potential interested parties in your service or product? And then you have to be the one who contacts, closes a meeting, and follows up until closing a sale. Applying SEM positioning allows your website to do it all for you.

With SEM, the interested party finds your business offer on the Internet. Now that they know you, they can come back and review the information as many times as they want. SEM not only helps you promote your business and product but can also facilitate the work of your salespeople.

And how do you do it?

The first thing is to develop a logical digital marketing strategy together with your web advisor. Although SEM is based on keywords, the entire marketing process must make sense, or else you could be wasting your money. Here are 3 key points:

First, the ad must be clear and easy to recognize for your target market.
Then, the page to which interested parties are taken after clicking on your ad (known as a landing page) must capture their attention and provide the information that allows them to make a decision.
Finally, you must be prepared to receive the action you expect from your potential customer. Whether providing the mechanisms to make the purchase, contact a sales agent, or complete a form.

If you have already decided to implement SEM, you must prepare a daily, weekly, and monthly budget that you are willing to invest in the campaign. Not all keywords for an ad have the same price, so you have to choose them by maximizing the number of clicks.

At Websesor, as your web advisor, we are here to help you in the development and implementation of your digital marketing and SEM positioning campaign.

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