Search engine marketing, often abbreviated as SEM(Search Engine Marketing), is an indispensable part of modern online marketing. It combines various strategies and tactics to increase the visibility of a website in the search results of search engines such as Google.
In this article, you will find out exactly what search engine marketing is, how it differs from other disciplines, what role it plays in online marketing and how you can use it successfully for your company.
TL;DR – Search engine marketing (SEM)
- SEM includes SEO (organic search results) and SEA (paid ads).
- SEO is long-term, free of charge, but time-consuming.
- SEA offers immediate results, requires budget.
- SEM increases visibility, enables a targeted approach and delivers measurable success.
- Costs vary depending on competition and budget.
- An SEM agency can be helpful if you lack specialist knowledge or resources.
What is SEM?
SEM, or search engine marketing, comprises all measures that serve to increase the visibility of a website in search engine results.
This is a combination of paid advertising (SEA – Search Engine Advertising) and organic measures for search engine optimization (SEO – Search Engine Optimization). The main focus is on directing traffic to a website that is as targeted and relevant as possible.
Components of SEM
- SEO (search engine optimization): This discipline deals with the optimization of websites in order to achieve a better ranking in the organic, i.e. unpaid, search results. SEO includes numerous techniques such as on-page optimization, technical SEO, link building and content marketing.
- SEA (search engine advertising): These are paid ads that are placed on the search results pages of search engines. These ads usually appear above or next to the organic search results and are labeled as “ads”. Google Ads is the best-known SEA tool.
SEM is therefore a comprehensive strategy that includes both optimization for organic search results and the placement of paid ads.
While SEO aims to establish a strong presence in the search engines in the long term, SEA enables immediate visibility through paid ads.
What is the difference between SEO and SEA?
Although SEO and SEA both fall under the term SEM, there are some important differences between the two approaches:
1. costs
- SEO: Search engine optimization is generally free of charge as far as organic placement is concerned. However, there are costs for content creation, technical optimization and possibly for tools or external experts.
- SEA: Search engine advertising incurs direct costs, as YOU have to pay for every click on your ad. These costs can vary greatly depending on the competition and keywords.
2. time
- SEO: The results of SEO measures usually only become apparent after a few months. Building organic traffic is a long-term investment.
- SEA: With SEA, YOU can achieve immediate visibility and traffic. As soon as a campaign is activated, the ads are displayed in the search results.
3. positioning
- SEO: The organic search results are located below the paid ads and are not labeled as advertising. Many users prefer these results as they are considered more trustworthy.
- SEA: Paid ads appear above or next to the organic search results and are clearly marked as “Ad”. This offers the opportunity to remain visible even when competition is high.
4. long-term value
- SEO: Investments in SEO pay off over a long period of time. Once positions have been achieved, they can be maintained with continuous optimization.
- SEA: The effect of SEA is immediate, but also short-lived. As soon as YOU stop paying, your ads disappear from the search results.
What role does SEM play in online marketing?
Search engine marketing plays a central role in online marketing, as it enables companies to be present precisely when potential customers are searching for their products or services. This targeted approach makes SEM a particularly effective marketing tool.
1. increase visibility
SEM helps you to make your brand stand out in the search results. Especially for highly competitive search terms, it is important to be visible in both organic and paid results to achieve the greatest possible reach.
2. targeted approach
SEM allows you to reach exactly those users who are actively searching for your products or services. By choosing the right keywords and optimizing the ad texts, you can ensure that your message reaches exactly the right target group.
3. measurable results
One of the biggest advantages of SEM is the ability to accurately measure results. With tools such as Google Analytics, you can track exactly how many users come to your website via search engines, which pages they visit and how high the conversion rate is.
4. combination of short-term and long-term successes
By combining SEO and SEA, YOU can generate traffic in the short term and build a strong online presence in the long term. While SEA delivers immediate results, SEO ensures that YOU are also well positioned in the long term.
What are the advantages of search engine marketing?
SEM offers numerous advantages that make it one of the most important disciplines in online marketing. Here are some of the most important:
1. quick results
With SEA, YOU can launch a campaign within a few hours and immediately drive traffic to your website. This is particularly advantageous if you want to react to certain events or seasonal trends at short notice.
2. high accuracy
SEM allows you to present your ads to the exact users who are searching for specific keywords. Targeting options such as location, language and device type allow YOU to further narrow down your target group and minimize wastage.
3. flexibility
SEM campaigns can be adapted quickly. Whether you want to change your ad texts, add new keywords or adjust the budget – all this is possible in real time.
4. scalability
Whether you are planning a small campaign with a few keywords or an extensive campaign with hundreds of ad groups – SEM can be adapted and scaled to your needs.
5. synergies with other marketing channels
SEM can be perfectly combined with other online marketing channels. For example, SEO and content marketing can help to improve the quality of your landing pages, which in turn boosts the performance of your SEA campaigns.
What does SEM cost?
The costs for SEM vary greatly and depend on various factors. Here are the most important cost factors that YOU should consider:
1. keyword price
The click price (CPC) for a keyword depends on its competition. The more companies bid on a particular keyword, the more expensive it becomes. Popular keywords such as “insurance” or “credit” can cost several euros per click, while niche keywords can be significantly cheaper.
2. budget
You can set a daily budget for your SEM campaigns, which determines how much you want to spend each day. This budget can be adjusted flexibly and allows you to keep costs under control at all times.
3. campaign management
If you commission an SEM agency or use a campaign management tool, additional costs will be incurred. These can be charged either as a flat fee or as a percentage of your advertising budget.
4. optimization costs
To get the most out of your SEM campaigns, continuous optimization is necessary. Whether you carry out this optimization internally or commission an external service provider – costs can also be incurred here.
Do you need an SEM agency?
Whether you need an SEM agency depends on various factors.
1. existing expertise
Search engine marketing requires specific expertise and experience. If you or your team do not have sufficient knowledge in this area, it is better to hire an agency that has the necessary expertise.
2. existing capacities
Managing and optimizing SEM campaigns is time-consuming. If you don’t have the time to manage your campaigns effectively, an agency can take over these tasks for you.
3. available budget
An SEM agency entails additional costs, but often also offers a better ROI (return on investment) through professional campaign management and optimization. If your budget allows, an agency can therefore be a worthwhile investment.
4. scaling
If you want to expand your SEM activities and run complex campaigns with many keywords, ad groups and target group management, an experienced agency will provide very helpful input.
Conclusion
Search engine marketing is a powerful tool in online marketing that makes it possible to drive targeted traffic to your website and make your brand visible. By combining SEO and SEA, YOU can achieve both short-term and long-term success.
Whether you need an SEM agency depends on your individual requirements, your budget and your expertise. However, with the right strategies and smart budget planning, you can exploit the full potential of SEM and achieve your online marketing goals.