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Search Engine Marketing (SEM) – definition, elements and strategies of search engine marketing

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Search engine marketing (SEM) – what is it?

Search engine marketing (SEM) has become one of the most popular business promotion methods in recent years. Currently, a growing number of companies are moving online. Brick-and-mortar stores are increasingly expanding their sales online. The vast majority of small, locally operating service businesses have their own websites. SEM consists of search engine optimization (SEO) and paid campaigns (PPC), i.e., sponsored links, typically billed on a cost-per-click (CPC) basis. Why is search engine marketing important for your business? Before you read on, if you prefer to listen or watch, you can also watch our video where Rafał explains what SEM is – search engine marketing. 🙂

Presence in Google search engine – why is it important?

Mobile internet is already used by approximately 3,5 billion users worldwide. The internet accompanies us in most of our activities. At work, while riding the tram, on vacation. We conduct more and more matters via smartphones. From shopping (even basic groceries), to booking museum and cinema tickets, to administrative matters. We spend a significant amount of time searching for various services and locations we need at a given moment using search engines. By developing the functionality of its search engine, Google allows us to conveniently access a variety of information.

Search Engine Results Page (SERP) – search results

After entering a query into the Google search engine, we see results—paid and organic. Paid results are simply Google Ads sponsored links. What is Google Ads (formerly AdWords)? – Read the post! Sometimes, when looking for various products, we also come across a Google Shopping product ad here, i.e. a price comparison engine, where we are immediately redirected to the card of a given product. Here You'll learn what Google Shopping is! Here are the basic search results you might encounter on Google:  internet marketing serp 1 – Google Ads Advertising

2 – Organic Results

3 – Google Shopping

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4 – Your company's business card in the Google search engine – Google My Business

Advertising on the Google search engine allows you to utilize various promotional channels. One of these is the ability to advertise on Google My Business. Google continues to expand the functionality of business listings. If you run a service or restaurant, it's worth filling out your listing accurately. Customers will be able to use the search engine to find the fastest route to your establishment, book a table, learn about opening hours, and even discover the busiest times. It's also worth taking care of the visual aspect – upload as many photos as possible of the interior of your restaurant. The photos must be of good quality. It's also crucial to encourage guests to leave reviews of your establishment. Google listings rich in content, ratings, reviews, and answers to questions will encourage potential customers to explore your offerings and will also appear higher among competitors in Google Maps search results. How to properly set up a Google My Business account – check out our article! internet marketing google my business

Website optimization – achieve higher organic rankings thanks to on-site activities!

If we want to appear in the organic results of the Google search engine, we must ensure that our website is properly optimized and that it has unique, valuable content. Sign up for our SEO course to learn the secrets of optimization from our specialists! One of the most important Google ranking factors is loading speed on mobile devices. A website that isn't responsive can lose you many potential customers. It's worth remembering that a growing number of internet users are making purchases directly through mobile devices (smartphones and tablets). Users in Poland still often complete purchases on laptops or desktop computers, but the purchasing journey usually begins earlier – on a mobile device, during a tram ride, or during a break at work.

Advertising systems in other search engines – increase the reach of your ads!

There's no doubt that Google is the most popular search engine in Poland. The situation is different in countries like Japan, Russia, and the United States, where the Mountain View giant faces strong competition. Yahoo! Japan – the most frequently visited internet portal in Japan, owned by the American company Yahoo!. In addition to a traditional search engine, it offers an email client, a VOD service, and hosting. Yahoo! Japan's services are very popular in Japan, which explains the enormous potential of its advertising system. Ads reach 80% of Japanese users. Through Yahoo! Japan Promotional Ads, users can run text ads similar in functionality to Google Ads ads on the Search Network. They will appear in Yahoo! Japan search results. They are billed using a cost-per-click (CPC) model and include two headlines, a link, and a description. Yahoo! Japan also operates its own advertising network, the Yahoo! Display Ad Network (display ads), and a price comparison tool. Yandex – the eighth largest search engine in the world, popular in Russia, Belarus, Kazakhstan, and Ukraine. Yandex is undoubtedly an exceptionally wide-ranging tool for acquiring customers from beyond our eastern border. Yandex.Direct allows you to create text ads, which are searched using pre-defined keywords. Ads support various targeting methods, including user age and device. Both CPC and CPM pricing models are available. Ads in Yandex Direct allow you to import campaigns from other PPC advertising systems, including Google Ads. Bing – owned by Microsoft, one of the three largest search engines alongside Google and Yahoo! As the default search engine on Microsoft devices, including smartphones, it has gained importance in recent years as a valuable marketing channel. Bing Ads operates similarly to Google Ads. Ads from Microsoft's advertising system appear on both Bing and Yahoo! search engines. Verseo is among the agencies certified as Bing Ads Accredited Professional. Check out the article about our agency Bing Ads certificate!

Summary

Online marketing in search engines allows you to reach your potential customers precisely at the moment they begin the purchasing process. Gain an advantage over your competitors and be present in this marketing channel. Contact us to establish an individual SEM strategy and start promotional activities today!
Summary

The above article discusses the following topic:

  • SEM (Search Engine Marketing) is a search engine promotion strategy that combines SEO activities and paid PPC campaigns, which allows you to reach customers exactly when they are looking for products or services – both on Google and other search engines such as Bing, Yandex or Yahoo! Japan.

 

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