Search Engine Marketing (SEM)

If you want to increase the visibility of your business across the internet, search engine marketing is one of the best strategies you can use.

SEM, also known as search engine marketing, uses paid ads that appear in the search results to show and promote your products, services and business in general. These ads can appear at the top or bottom of search results like classic ads from Google Ads.

How is SEM working?

Maybe you are thinking that SEM is the same thing as regular ads on search engines. Search engine marketing works with more data and tools than regular ads. Thanks to it, you can create ads targeted and tailored to your target audience.

This type of strategy operates with:  keywords, bids, budget and any additional targeting option.

One of the basic things you need to do is to research keywords. These keywords are used to describe words or phrases that people use when they are searching on search engines.

You can use additional targeting options for your SEM campaigns like location, day of the week, user interests, time of day and many more.

Example:

  • Keywords: shoes, sports shoes, men’s shoes

  • Day of the week: Monday, Wednesday, Friday

  • Time of day: 8 AM to 11 PM.

After the targeting options you can set your monthly budget and make your bid.

When will SEM be working?

After you set everything, your search engine marketing campaigns start working immediately. It is completely up to you on which search engine you will start.

As an example, as soon as Google Ads approves your ads, they will start appearing in the search results. Keep in mind that your auctions need to win auctions.

If your ads are showing, but they are not in the top results, you need to improve other things. You will win auctions only if you will have quality ads, ad relevance and sufficient bids.

Every search engine has different rankings and rules. Bing and Google share a similar ad auction but you should learn what each search engine looks at and prioritizes.

Tips for your SEM campaign

1. Research valuable keywords

Keyword research is the number one priority in these campaigns. You need to put as much effort as possible when you will be creating a list of the best keywords.

There are different ways on how to find the best, for example, you can use autocomplete on Google, browse some industry forums or social media or also you can install different browser plugins for keyword research. If your shop is using product data XML feed, you can also use our BlueWinston application to automatically generate them.

2. Monitor your SEM performance

The next thing you should focus on is the monitoring of your campaigns. After some time, you will be able to see the results, ROI and everything important that is happening in your campaigns.

If you will find that some of the keywords are not performing as you wish to, you can edit your campaign at any time. We are suggesting you run your campaigns at least for three to four weeks so you can compare results. You can use tools like Google Analytics, Google Search Console or Bing Webmaster Tools, depending on which search engine you are advertising.

3. Implement improvements

The third thing you should focus on is the improvements implemented. After your campaigns are running for a specific period, you can see which one is doing better. You can edit them, change your bids or disable some of them. You need to optimize them as much as possible so you can always gain the best results.

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.