benefits of doing SEM campaigns
In very simple terms, we recommend search engine marketing (SEM) campaigns — because they work!
SEM stands for search engine marketing and builds on search engine optimization (SEO). Though most marketers refer to it as a web positioning strategy, its more than that, because it’s about web positioning. There are even companies that refer to SEM as Search Engine Advertising (SEA).
SEM has gained importance over the years. In today’s digital world, we all use search engines almost daily. Because of this, search engine positioning is incredibly important in order to get more traffic and gain visibility.
Two ways to reach those much sought after positions at the top
- Organic positioning (SEO). This strategy works through the content you create and the way you present it Based on this. Search engines use an algorithm that tells it which sites can best respond to a given query. For example, Google’s algorithm is based mainly on relevance (web content) and authority (links from other pages). The set of techniques and tools used to position organically in the listings is known as Search Engine Optimization.
- Payment strategies (SEM). Here you pay for the keywords you need so that you appear in the top position of related searches. Unlike organic listings, here you pay a fee for each click you get. To get traffic by buying ads on search engines, you will have to turn to search engine advertising. Such as Google Ads. (This system is also called PPC (pay per click) or CPC (cost per click).
measure your website visits
Every visitor to your website brings with them a wealth of information in the form of data. They can be used for marketing purposes – contained in their web browser. In the early days of the internet, this data was captured during you visit to the website. And then stored in log files of the web servers that hosted the website.
Today, even more information is available, just the information is being sent to Google puts it back in marketing data. If you know how to read/use it – the most benefit to you!
Now we have stronger, better tools to evaluate this valuable marketing data on how visitors interact with website content. Google Analytics, which extracts and maintains this date, then returns it in usable forms like analysis, monitoring, visualization, reporting, and integration. Google Analytics provides us with:
- data visualization and monitoring tools, including dashboards, scorecards and motion charts that display changes in data over time.
- data filtering, manipulation and funnel analysis;
- data collection application program interfaces (APIs);
- predictive analytics, intelligence and anomaly detection;
- segmentation for analysis of subsets, such as conversions;
- custom reports for advertising, acquisition, audience behavior and conversion
- email-based sharing and communication; and
- integration with other products, including Google Ads, Google Data Studio, Salesforce Marketing Cloud, Google AdSense, Google Optimize 360, Google Search Ads 360, Google Display & Video 360, Google Ad Manager and Google Search Console.
Over time we like to see our results too, and we share those results with our clients.
Web analysis is the process of combining both internal data obtained from your website and external data. These are obtained from the major search engines. It is used for market research, so we establish a baseline, identify areas needing improvement, fine-tune internal site details. This allows us to make the needed improvements, and monitor the over-all growth.
Google Adwords is one of the many (off site) tools available with SEM to display your advertising to search engines. We do this in response to words used in the search. By appearing at the top of their search results page. Google Adwords is the logical outgrowth of targeted web advertising, just served on the search engine’s search results page.