You can work through different platforms, but what is clear is that SEM positioning helps you both to increase traffic to your website and to increase sales and conversions in a more direct way.
At Kiwop we want your business to be a future-proof business. That is why we recommend that you continue reading this article on the definitive guide to learn everything about SEM positioning .
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What is SEM and how does it work?
The first thing you need to know is, of course, what SEM is . The simplest definition would be that it is a kind of SEO positioning, but paid. And although it is the quickest and easiest way to describe it, it is not entirely true.
SEM is advertising targeted at search engines , as its name suggests; Search Engine Marketing. It helps position your brand or website among the top positions of the search engine, even before the organic results. Why? Because, if the campaign is well segmented and optimized, your company will appear where the ads appear at the top of the search engine.
sem google ads positioning
SEM is search engine advertising
The way it works varies depending on the platform you choose, as each search engine has its own SEM platform . However, what is the same in all of them is that you appear as long as you choose the right keywords , that is, those related to your brand, and invest the necessary budget to be among the first paid results.
This is a quick summary of how it works, but there is still a lot more for you to know!
If you are interested in this topic, don't miss this Blog with everything you need to know about SEM .
Differences between SEO and SEM
First of all, let's start from the beginning. Because at this point, you might be wondering; If I can reach the top positions with SEO without having to pay, why do I need to work on SEM campaigns and positioning ?
Well, SEM is not just about positioning, it's advertising! So its main objective is to sell or get leads . Getting to the top positions in the search engine is just the means, the easiest way to get more qualified clicks, and the more clicks, the more chances of selling.
On the other hand, SEO requires a large number of technical requirements and specific content with specific structures, always following what the secret algorithm of Google, or any other search engine, dictates, to "communicate" that we are there offering what certain users are looking for.
Another key difference between SEO and SEM is time. In SEO, it takes four to six months to start seeing results and increased traffic, meaning it is a medium- to long-term strategy.
SEM or search engine advertising , on the other hand, is immediate. The same day you invest your budget in certain ads with certain keywords, you appear and already have the possibility of selling or getting leads.
Platforms to work on SEM positioning
As we have already mentioned, each search engine has its own platform for working with SEM advertising . Yahoo, Bing, Google… They all have their own method, although they differ a little. Can you guess which one is the king of these platforms? Exactly! Google Ads , but we will start by explaining the rest.
Bing's SEM platform, Bing Ads or Microsoft Advertising , is very similar to Google Ads and also has very good results, since it usually reaches an audience of 10% of the market share. However, it has more specific functions when it comes to segmentation, being able to choose different time slots within the same campaign or specifying a radius within an area or postal code.
Yahoo Advertising or Yahoo Ads is a bit more limited than the kuwait telegram phone number list Bing or Google platforms, but it is very useful if you know that your target audience browses through it. It allows different types of ads, such as text ads, display ads, sponsored ads or email ads.
And we come to the king of kings, Google Ads . It is the SEM platform that works best thanks to the fact that the majority of the world's population searches through Google. This means that the chances of reaching your audience, getting more clicks and, therefore, more sales, are greater.
Google Ads is one of the most complete SEM platforms , and although it does not have many of the segmentation possibilities that Bing Ads has, it has other great advantages, such as the variety of match types to choose from or greater control over keywords.
google ads search advertising
The best-known SEM platform is Google Ads
The essential parts of SEM platforms
Before we start explaining the types of campaigns, tips, advantages and disadvantages of SEM positioning , let's start at the beginning; what can you find when you enter a SEM platform ? We will tell you how these platforms are structured from largest to smallest.
Account: It is necessary to distinguish each account, as an account is specific to a business. This is where you will group your campaigns.
Campaigns: Campaigns are tailored to your goals. You can classify them by goal, but also by the type of product or service you are advertising. Remember that the distribution of campaigns is also the way you divide your budget.
Ad groups: Ad groups give structure to your campaigns. For example, you might have a clothing campaign and, within it, different ad groups based on the item or style.
Keywords: Each ad group works with a list of specific keywords, so it is important to classify and order very well what will go in each group.
Ads: Lastly, and most importantly, ads! What your users will see and click on.
Types of campaigns for SEM positioning
After knowing what types of SEM platforms exist , we tell you what types of ads you can make with all of them.
Search campaigns
Search campaigns or text ads can be run from Google Ads, Bing Ads and Yahoo Ads. In fact, they are the most common and the ones that started along with SEM platforms and positioning.
These types of campaigns work with keywords and, as their name suggests, they are ads that only display text. That is why in these ads you must work on your copywriting technique to the maximum to attract and convince in just four lines of text.
Display Campaigns
Display campaigns are available on all three platforms, and in this case, they work more with audience types and not so much with keywords.
For this type of campaign to convert as much as possible, you must take into account two factors: creativity and audience.
It is very important that you segment very well by interests, locations, language, hours, socioeconomic level … Everything you can think of! This way, you will go directly to the audience that int kuwait telegram phone number list erests you.
On the other hand, Display campaigns are visual , meaning they are shown with images. In these cases, it is best to take a good look at the types of ads you are browsing and see what works best when it comes to getting your attention and getting a click.
Discovery Campaigns
These campaigns are only available on the Google Ads platform , and they work very well as long as the message or the product/service to be promoted is clear and specific.
As with Display campaigns, you can segment by keywords and audience type.
The great advantage of this type of campaign is that they combine text with creatives , and allow you to incorporate a lot of variety so that the platform itself prioritizes those images and descriptions that get the most clicks or conversions.
In addition, these ads are shown in both Display format and on YouTube and Gmail .
Email Ads
And speaking of ads that appear in emails, with Yahoo Ads you can run specific campaigns just for email. They appear both inside the inbox and in side banners.
Video campaigns
Video campaigns can be run through Google Ads, Bing Ads, and Yahoo Ads, although the main difference is that Google Ads advertises this type of content natively and also on YouTube.
As with Display, it is also important to target these videos very carefully based on audience types . In the case of Google Ads, since they appear on YouTube, you can also base your ads on what type of channels your video ads can appear on depending on the topic they cover.
Shopping Campaigns
Shopping campaigns are created and managed exclusively from the Google Ads platform . And, in this case, the way they work is different, since you don't work with audiences or keywords. In addition, as their name suggests, they are ideal for achieving direct sales.
The first thing you need to know is that you will need to link your Google Merchant Center account to your website and Google Ads. This way, Google Ads will take the data that Google Merchant Center and the website have about the products you want to promote.
Based on the content and what users search for, Google will activate the ads , which appear even before the text ads and as if it were a catalog.
positioning sem shopping campaign
