Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. Wikipedia
What is Search Engine Marketing?
SEM is one of the most effective tactics to grow your business and drive instant traffic to your website.
SEM is using paid advertising to appear on search engine results page (SERPs).
Sounds easy, right? Nope, that is a tricky easiness.
There are so many examples of failure of search engine marketing strategies.
Why? Why that happens, company pay for advertising and...nothing. Company gets nothing from this.
Ok, to be clear, they get some traffic to the website, but is that a quality traffic? No.
Why? To get quality traffic ( that will give you conversions) you need to be relevant to the search query.
To be relevant to the search query, you need to conduct keyword research ( and it takes time).
Quality Score is a very important metric. High Quality Score can help you to have better ad position, at lower price, because Google favors ads that a highly relevant to user queries ( remember about keyword research?).
More than that, before you start spending money on paid advertising, you need to conduct research of your buying persona ( Inbound Marketing). To segment your Google Analytics ( Location, gender, age etc). SEM works very well, when it is set up correctly by the professional. Great tactic, is to combine SEM with SEO. SEM will bring you immediate result, SEO will bring you unpaid result ( organic traffic). Want to know more about SEM, email me!