SEM | Search Engine Marketing

SEM Search Search Engine Marketing ”(Search Engine Marketing), for a fee, search engines, Google (Adwords), such as your site in search results, some websites or videos as ads. These ads are modeled as Search, Display, Application Ads, Shopping ads, Video ads. At one time, SEM was used as a term covering both SEO (search engine optimization) and paid search activities. Over time, the abbreviation SEM has been adopted to make paid calls only.

Search engines often use SEM to get longer-term results and traffic, including both SEO and SEM.

Differences Between Organic Results and Paid Results

When you type television into the search engine above, you will see paid and organic results.

When the search engine ranks websites according to its ranking algorithm, it does not pay for any site location that is located from top to bottom, and this is called organic results. When you search for a search term, websites that appear with a green ad tag or sponsored tag at the top are ranked by paying.

The order and cost of paid search results depends on the number of clicks, keywords, and popularity of ads on the search result page.

How does the SEM structure work?

If the advertiser wants to be involved in the SEM- Search Engine Marketing structure, he first selects the ad model and, if a keyword-based ad, selects his keywords, then the search engine must go through the ad auction process. For this, the search engine will bid for the price payable per click or per impression.

But it is not only the fee that affects the ranking on the SERP screen. The quality score of your ad is another factor in this ranking. The search engine even has a formula for this ranking. Google Ads ad position is expressed in the following formula:

Ad’s rank order = Money paid per click * Ad’s quality score

Why Pay for SEM While SEO Activities Stop?

The top of the results page that appears for most search terms is reserved for paid results. This situation increases the popularity of the sites in this place can not be ignored. Even if your website’s organic search result is in good order, you can increase your number of clicks even more with SEM.

In the Atlas Institute he published an analysis report on this. This means that if you’re paying $ 5 to get your ad in the first place by handling any keyword, you’ll have to pay $ 4.5 to be in third place (fees vary for different keywords). But this low cost of 10% can result in a 50% reduction in your traffic. The research reveals that the ad in the first place throws 2 times the difference in click traffic to the third row ad. This research shows that SEM activities are not negligible and should not be kept on a low budget.

In another aspect, it is very difficult to put some search terms into your SEO activities and increase your ranking no matter what you do. SEM is a good way to compete with competitors in such situations.

SEM Advertising Models

Search Ads

Display Network

Shopping Ads

Application Ads

Video Ads

Search Engine Marketing How To?

Choose your strategy: Get to know your audience and competitors well. Analyze market share.
Select your ad model. At this stage, you should choose the model that best fits your strategies and advertising. For example, search ads are much more expensive for a competitive keyword than a display network, but have higher conversion rates. The display ad network is used to build brand awareness. For video ads, you must deliver your message within the first 5 seconds. The most suitable ads for e-commerce sites are shopping ads.
Choose the right keywords: It’s important to find the words that best describe the content of your site, and you should know how your mind works, and analyze which search term to use well. I have some keyword research practices for this:
- Google AdWords Keyword Tool
- Google Trends
- Keyword Discovery
- Microsoft adCenter Labs Keyword Forecast
- Wordtracker
Set your budget. Analyze fees per click or view, optimization activities, and pay for all of this. Ad budgets may vary depending on different ad models and key words. When entering this business, you should allocate and organize this budget.
Optimize your site to improve its ranking in organic search results: Implement SEO, make sure the methods you use are supported by all browsers.
Analyze your organic result ranking. Check your organic search result and track it for at least a month before you submit paid ads.
You should also analyze this result well and determine which strategy leads to this ranking, and how the sequence changes in which change. So you need to know where your traffic comes from.
Add keyword phrases to your site title, the user will first see your site title. Also highlight headings and subheadings as appropriate.
Make a site with a clear hierarchy and text links. Each page must be accessible from at least one static text link. Offer your users a sitemap with links to the website.
When your site is ready, make sure that other related sites have links to yours. Open Site Project and Yahoo! send to related directories like.
Follow the process frequently. Review your data and analyze what has a healing effect. You should even appoint a responsible to deal with it.

SEM Statistics

64% of people click on search engine ads when they buy products online.

-HubSpot Research

64% of people click on search engine ads when they buy products online.

-HubSpot Research

The average cost-per-click for Google Adwords Ads is $ 2.32 on the Search Network and $ 0.58 on the Display Network

-HubSpot Research

The average cost-per-click for Google Ads Ads is $ 2.32 on the Search Network and $ 0.58 on the Display Network

-HubSpot Research

60% of consumers click on mobile ads at least once a week.

-HubSpot Research

Marketers and advertisers devote 51% of their budget to mobile ads.

-HubSpot Research

Benefits of SEM

SEM is cheaper compared to other advertising channels.
Your ad will only be seen by people who are interested in the subject and searched it on the search engine. Reaches the appropriate target audience.
Unlike other ad channels where a test may require a large budget, you can test with a limited initial test budget for SEM.
Data is at hand, such as which search engine is searched and to what extent the word is searched, ie search traffic can be measured. This means that you can advertise with solid data for your brand.
SEM has a lasting effect. For example, you can bid for an expensive keyword and get a low click. But every time people call, you’ll be able to be constantly and re-accessible in front of their eyes.

Challenges of SEM

Internet advertising is extremely competitive. This will result in various manipulations by your competitors. Take sponsored links, for example. When you enter many sites, you’re likely to see redirects under Google Ads in any part. As a result, competitors have developed some programs that constantly click on the link of competing ads to manipulate each other. These programs do not increase your traffic, but also consume your daily advertising budget. In order to prevent this, programs that examine click positions are developed and tried to be identified.

One day, these ads will be inadequate for both users and advertisers.

Even now, ads are locked for many large companies. We live in a world that is constantly virtualized, where brands and internet usage are growing. Nowadays it is everyone’s goal to provide a more personal experience for internet users.

In order to reduce this competitive environment and provide users with a better experience, some ideas are being implemented. For example, when the user types sat buy a car una into the search engine, the results he encounters are sorted by budget, family size and personalized criteria such as this. Thus, the user can reach the results he / she is looking for more easily and less competitive and more accessible ground for advertisers.

SEM | Search Engine Marketing

Differences Between Organic Results and Paid Results

How does the SEM structure work?

Why Pay for SEM While SEO Activities Stop?