The term SEM is certainly not unfamiliar to professional marketers. SEM seems to be indispensable in the field of marketing in the 4.0 era. So what is SEM? What outstanding values does SEM bring to today’s businesses?
SEM stands for Search Engine Marketing. SEM is a combination of many marketing methods, aimed at helping your website stand in the position you want in the internet search results. Today’s article, Ola City will help you learn more about the advantages and disadvantages of SEM. Let’s follow together!
I. What is SEM?
SEM, or search engine marketing, is the act of using paid strategies to increase search visibility. In the past, search engine marketing was a term used to describe both search engine optimization (SEO) and paid search. But now, it almost always refers only to paid search marketing.
With SEM, brands pay for ads to appear as search results on search engine results pages (SERPs). They target selected keywords so that when a user searches for those terms, they see an ad from the brand. The brand is charged only if a user clicks on the ad.
Paid search ads can be found on almost any search results page. These paid placements are typically located at the top and bottom of the page. They include an “Ad” designation to let users know that it is a paid placement.
2. History of SEM
In the mid-1990s, the global website grew rapidly in number. The demand for searching information on the Internet is also increasing. To keep the system running well, these search service providers need funding. So OpenText (1996), Goto.com (1998) and other forms of pay-per-click advertising were born. In 2003, Yahoo! acquired Goto.com and renamed it Yahoo! Search Marketing.
In 2000, Google also “joined the race” with the Google Adwords service. By 2007, the form of pay-per-click advertising asserted its power when becoming the main form of revenue for search engines. In 2009, Yahoo! and Microsoft have joined together. Besides, in order to create more advertising opportunities, people working as consultants for search engine optimization (SEO) also develop their services.
In 2001, Danny Sullivan introduced the concept of “Search Engine Marketing”. The term covers jobs doing SEO, managing paid listings for search engines, posting websites to web directories and developing online marketing strategies for businesses, organizations and individuals.
II. The advantages of SEM
- Highly measurable: Tools like Google Ads give you highly detailed reports of the evolution of your campaign, so you can always know what is happening with your ads. In addition, you can take advantage of the integration with Analytics to have everything controlled to perfection.
- Real time monitoring: The analytics interface allows you to see what is happening at each moment and corrects the course to the moment if you do not get the results you are looking for.
- Pay per click: With this, you will only pay if you get results. You can control the maximum daily budget that you are willing to invest as well as the maximum cost per click you can pay. This way, you make sure that the campaign is profitable.
- Speed: Regarding other techniques such as SEO or content marketing, search engine advertising allows you to achieve relatively fast, large-scale results.
- Within everyone’s reach: Since budgetary investment is scalable, this solution works for both large companies and SMEs. They all compete in equal conditions to reach the first positions for keywords.
- Segmentation: Finally, another positive of this tool is its great segmentation possibilities. By focusing on keywords, you will reach the public that is actively interested in you. You can also filter it by other factors such as location, language or behavior.
III. The disadvantages of SEM
- Higher long-term cost: To be clear, SEM only works while you pay. Although over time you can optimize your campaigns and reduce costs per click, you will have to continue paying for each of the visits you get.
- High level of competition: Search Engine Marketing has become popular and there are many companies that compete to position themselves for the same keywords. This competition causes costs to rise and sometimes it can be difficult to get a good ROI.
- It’s interruptive: As opposed to other solutions like native advertising, SEM involves “invading” the user’s space with content that they didn’t seek out. In fact, if the user you are targeting has an ad blocker, they may not see your ads.
Today SEM is a necessity. However, it is much more powerful if used in combination with other tools such as SEO. Hopefully, the detailed information provided in the above article will help you understand more about the concept of SEM. Wish you success and don’t forget to share Ola City’s article to your friends!
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