Basics of Search Engine Marketing
For Search Engine Marketing (SEM) refers to the marketing activities done through search engines.
This definition, although it may seem obvious, it is important to point out: in many (too many
nowadays) consider the marketing activities such as synonymous with advertising, promotion and
visibility. Nothing could be more wrong.
SEM do not mean to advertise through search engines but is equivalent to study their target
audience, identify the key words used by navigators to find products, identify systems to promote
more suitable and less expensive to find new customers.
In this scenario, the use of a tool like Google AdWords often perpetrated by one of the many stages,
in an operational sense, the action of Search Engine Marketing.
Among the most widely covered "by right" among those in the Search Engine Marketing are:
branding activities, through which it is possible to give more visibility to the corporate brand (or
particular products) to strengthen their market value;
direct promotion of products and services;
lead generation or acquisition of business contacts, requests for quote, request advice, etc. ...
study of the market (conversions, keywords, potenzialitè, etc ...);
Communication on the SERP and Search Engine Optimization (SEO).
The results reached operating with the intent of the above are derived from careful strategic
planning, experimentation continues, the launch of the perpetual monitoring of the data collected.
Only through intensive control of their work can achieve significant results. By the way, without
proper organization, SEM action will likely be ineffective.
Without the necessary details, it is important to understand what are the real advantages that lead
to prefer action of Search Engine Marketing compared to traditional Direct Response Marketing
The main advantages of SEM are reflected in three of the most important variables of the marketing
in general: budget, target and time.
High budgetary control: the ability to constantly monitor their advertising spending to maximize ROI
in time and to lower the cost of more and more contact / sales generated.
Continuous monitoring of the target: action through SEM is possible to study potential customers
throughout the duration of the campaign, in addition, if you have the goal to "sell" you can only
reach users interested in their products and avoid attracting unnecessary traffic.
Reduced time: with the exception of strategic steps, use the promotional channels of a typical SEM
strategy is a task that requires little time. Launch their products on the market turns out to be a very
faster and in parallel also to study the market times are shortened considerably.
Groups the possibility to keep under control these variables, the real strength of a strategy of Search
Engine Marketing: spending to achieve its objectives is considerably lower and the results are often
Finally, the work of Search Engine Marketing (such as, in general, all activities related to the Web
and lots of patience and continuity to test customer / navigation and study of the data collected.
Technical knowledge, allows to work on all content and communication characterizing the
"campaign" to manage the communication, optimize the budget out, etc. ...
Continuity is also important: for every action SEM "managed", to the exclusion of the launch phase,
it takes about an hour a day working in the media in which it will be necessary to test and keep track
of all the data collected .