SMM Course In Bangalore
                     SEARCH ENGINE 
MARKETING
(SEM)
Content:
 Definition & types of results
 Basic SEM Concepts
 Why use SEM for Business?
 Advantages of SEM 
 Disadvantages of SEM
 Most Popular Search Engines for SEM
Definition:
SEM is defined by the set of tools, techniques and strategies that help optimize the 
visibility of websites and web pages through search engines. 
Generally, Google search pages and other sites show two types of results:
Organic results: Paid results: 
 To know which results to show, the search  Unlike organic listings, here the advertiser 
engine uses an algorithm that tells you which must pay  for each click. 
websites best to respond to a specific query. 
 To get traffic by buying ads in search 
 Google's algorithm is based on relevance engines, you will have to resort to search 
(web content) and authority (links from other engine advertising solutions, such as Google 
pages). Ads. 
  The set of techniques and tools used to 

position organic listings is known as SEO This system is also called PPC (pay per click) 
(Search Engine Optimization). or CPC (cost per click).
Basic SEM Concepts
SEO and SEM :
SEO and SEM are essentials in online marketing strategies, but they are also two abbreviations 
that lead to a lot of confusion. 
SEM Positioning :
SEM positioning is the paid method that's used to quickly gain search engine positioning.
SEM Campaign :
A SEM campaign represents the entire advertising strategy that generates ads in search engines 
like Google. A campaign can encompass many different ad groups and keywords in order to 
increase positioning. 
SEM on Google :
The most popular form of SEM is on Google Ads. To create a SEM campaign on Google, go from 
the most general to the most concrete. 
Why Use SEM for Your 
Business?
  Bring highly qualified traffic to your page:
One of the bases of any digital marketing strategy is to attract the right users to your 
landing pages. SEM is very effective in attracting users' attention and generating clicks 
by allowing users to filter based on the words they seek. This ensures that your traffic 
is made up of people who are interested in your brand .
 To place contextual advertising on other websites:
With Search Engine Marketing Google Ads solutions, you can not only place 
advertisements in the search engine, but also take advantage of the data and 
parameters available to place contextual advertising on other websites. 
Why Use SEM for Your 
Business?
 Get results with a tight budget and to Generate conversions:
Search engine advertising solutions can be adjusted to your budgetary needs at any 
time. You do not need a large initial investment, so these are suitable for small and 
medium businesses. Google Ads offers many ways to measure conversions and thus 
ensure that your ads are really effective.
 Make your brand/company known throughout the world:
Placing yourself at the top of Google is a great way to get visibility for your brand. To 
see your page in the first place will allow the user to associate it with the need that 
they’re looking to solve even if they don't click on the page.
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.
Advantages of 
SEM:
• 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.
• Speed: Regarding other techniques such as SEO or content marketing, search engine 
advertising allows you to achieve relatively fast, large-scale results.
• Segmentation: 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.
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.
Most Popular Search Engines 
for SEM
The three main solutions for search engine advertising are :
 Google Ads :
Google Ads is one of the main search engines. 
 Microsoft Advertising or Bing Ads :
Bing Ads (or Microsoft Advertising) is a very solid alternative to Google Ads, as it reaches a relevant 
potential audience (almost 10% of the market share) and has very good targeting and configuration options.
 Yahoo :
Yahoo Advertising or Yahoo Ads is Yahoo's advertising solution, which allows you to reach users who 
perform searches on this search engine. 
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