Search Engine Marketing (SEM) is a digital marketing strategy used to increase the website’s visibility in search engine results pages (SERPs).

While the industry term previously referred to organic search activities such as Search Engine Improvement (SEO) and paid, it now refers almost exclusively to paid search ads. Therefore, search engine marketing is also referred to as paid or paid search (PPC).

We can introduce seem marketing to a range of tools, technologies, and strategies that help improve the visibility of websites and web pages through search engines. In short, search engine marketing aims to appear in a better position between google search results and other similar sites.

Google Search Pages and Other Sites Display Two Types Of Results

Organic results: To find out which you should view, the search engine uses an algorithm that tells you which websites best respond to a particular query. For example, Google’s algorithm relies on relevance (web content) and power (links from other pages). The range of techniques and tools used to develop organic menus is SEO (search engine improvement).

Paid results: Unlike organic lists, the advertiser here must pay an amount for every click it receives. To get visitor traffic by buying ads in search engines, you’ll have to resort to searching engine ad solutions, such as Google Ads. This system is also called PPC (pay-per-click) or CPC (CPC).

Search engine marketing includes search engine optimization technologies (SEO) and searches engine ads. However, most marketers use search engine marketing to refer exclusively to search engine ads or paid results. Therefore, we will use this article to market via the search engine to refer to paid engine ads to avoid confusion.

Importance of Search Engine Marketing

As more consumers search and shop for products online, search engine marketing has become an important marketing strategy to increase the company’s reach.

The majority of new visitors to the website find it by making a query on a search engine.

In search engine marketing, advertisers only pay for impressions that result in visitors, making it an effective way to spend its marketing money. As a bonus, each visitor gradually improves the web site’s ranking in free search results.

Because consumers enter search queries intending to find information of a commercial nature. Compared to other sites such as social media, they are in an excellent state of mind to purchase, where users are not explicitly looking for something.

Search engine marketing reaches consumers just in time: when they’re open to new information. Moreover, unlike most digital ads, PPC ads are non-intrusive and do not interrupt their tasks.
The results are immediate with cross-search engine marketing. It’s arguably the fastest way to bring visitors to a website.

How Does SEM Work?

Search engines use complex algorithms to ensure that the most relevant results are returned to each search, including the location and other information available.

In paid search ads, advertising appears on the top of search engine results pages and on its side to gain more clarity and fame than organic results. For example, let’s say you’re a customer looking for a product or online service. So you go to a search engine and write your search terms.

Examples Of Ad Networks on the Search Network

The two primary search networks are targeted by google ads marketing professionals (formerly Google AdWords) and Bing ads.

Google Ads are two networks: Google Search and Google Advertising Network. The first network consists exclusively of Google-owned search-related websites, while the second network includes YouTube, Blogger, and Gmail. In addition, Bing ads allow customers to purchase ads on Yahoo’s web and Bing networks.

While Google ads are a much more extensive network (about 2x in size), prices are often lower in Bing Ads. As a result, marketers may get a better ranking of competitive keywords for less than they get on Google. Some reported that click-through rates were also higher.


Search engine marketing is a powerful tool suitable for almost all types of brands. To assess when and how they include, I will comment on their main advantages and disadvantages.
Highly measurable.

Tools like Google Ads give you very detailed reports on the evolution of your campaign, so you can always find out what’s happening to your ads. In addition, you can take advantage of analytics integration to control everything perfectly.

Real-time surveillance. The analytics interface lets you see what’s happening every moment and correct the path up to the moment if you don’t get the results you’re looking for.

Pay for every click. This way, you’ll only pay if you get results. So at all times, you can control the maximum daily budget you want to invest and the maximum CPC you can pay. This way, you make sure the campaign is profitable in any case.

Quick results. Search engine advertising lets you achieve relatively fast and widespread effects concerning other technologies such as improving search engines or marketing content.
Accessible to everyone. Because budget investment is scalable, this solution works with both large companies and SMEs. They all compete in equal conditions in the “struggle” to reach the top keywords positions.

Retail. Finally, another strong point of this tool is the excellent retail potential. You’ll reach the audience interested in your activity by focusing on keywords. We can filter it by other factors such as location, language, or behavior.


Higher cost in the long run. Search engine marketing only works while you pay. Although you can improve your campaigns and reduce CPC costs over time, you’ll have to keep paying for every visit you get.
High level of competition. Search engine marketing has become commonplace, and many companies compete to put themselves in the exact keywords. Unfortunately, this competition leads to higher costs, and sometimes it isn’t easy to get a good ROI.

It’s a boycott. Unlike other solutions such as local advertising, search engine marketing “invades” user space with content that was not previously required. Moreover, if your target user uses an ad blocker, they may not see your ads.

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