Co to jest SEM

| SEM

Currently, internet marketing is already a fundamental form of company promotion in organic search results. Having a website is standard, but it’s also a gateway to entirely new and truly promising ways of acquiring customers. Regardless of the industry you operate in – whether you’re involved in trade or provide services, you must find out what SEM campaigns are and the benefits they provide. Get ahead of your competition and make your website more visible in Google search and on the internet in general.

| What does SEM involve?

SEM (Search Engine Marketing) is literally marketing in internet search engines. This concept encompasses a wide range of promotional activities. Among the most popular examples, you can certainly mention:

• website optimization,
• search engine optimization (SEO),
• creating paid Google Ads campaigns, and so on.

SEM advertising utilizes keywords and links to achieve various benefits, such as:

• acquiring new customers – the internet offers many opportunities to expand your company’s reach in search results, thus providing a unique opportunity to reach people who may not have been familiar with your offerings previously.
• quick results – by creating paid campaigns in search engines, you can almost instantly compete on equal terms with your competition. The key factors become a well-thought-out strategy, an offer tailored to customer needs, and keywords frequently searched by users.
• generating website traffic – through a meticulous analysis of keywords and valuable content on your website, you’ll see an increase in the number of page views in the following weeks. This is primarily due to your website climbing higher in Google’s search rankings.
• reaching your target audience – keyword analysis allows you to precisely target your ads and reach potential customers. It’s also crucial to note that SEO and Google Ads advertising provide the opportunity to gain a better understanding of the target audience’s behavior and reduce promotion costs by targeting ads only to people who may be interested in your offerings.

• low costs – compared to many other online promotional methods, SEM remains one of the most cost-effective options, especially since the return on investment can be quite high.
• increased sales and brand awareness – when you start to reap all these benefits, you also gain a substantial opportunity to start noticing significantly higher revenue, increasing conversion, and thus, when you invest in SEM, you’re nurturing the clear growth of your company.

You’ve probably heard of SEO, which stands for Search Engine Optimization. Learn the key differences between SEO and SEM, and where Pay-Per-Click (PPC) fits into all of this.

 

 

 

 

| SEO SEM – Similarities and Differences

What is SEO?

SEO, or Search Engine Optimization, is closely related to optimizing websites in a way that makes them more visible on Google. SEO focuses solely on organic search results. It is a long-term process that requires continuous dedication and adjustment of strategies to shape it in a way that can generate the most benefits for your company.

 

 

 

Among the main benefits of SEO, we can mention:

• increased website traffic,
• reaching the target audience with your offers,
• improved website performance, leading to faster page loading times, positively perceived by Google’s algorithms,
• achieving higher rankings in Google search results,
• establishing expertise through valuable content.

SEO focuses on two types of optimization – on-site and off-site. The first type involves optimizing the website’s structure and content within it, using appropriate keywords. On the other hand, off-site actions support optimization within websites and concentrate on acquiring thematically relevant backlinks.

Sponsored article publications play a significant role here. This method increases the website’s authority, causing Google to display the site higher in search results.

How is SEO Different from SEM?

Among the key differences between SEO and SEM are:

• SEM is a broader term than SEO.
• SEO provides excellent results but over a longer period, while SEM can deliver numerous benefits almost instantly. A well-planned SEM advertisement can lead to positive results, such as increased website traffic, even on the same day.

 

SEO SEM – Similarity

It should be noted that SEO is just one component of SEM, which is a broader concept of internet search engine marketing. In both cases, the primary focus is on the correct use of keywords. It is through these keywords that the website becomes more visible, providing a unique opportunity for you and your company to meet user expectations and needs.

 

 

 

| What are PPC Campaigns?

When you open Google and enter a chosen keyword, you will see two types of search results – paid and organic. The ones at the top (sometimes at the bottom as well) are paid PPC (Pay per click) results. You can also distinguish them by the word “Ad” next to the URL.

In fact, the PPC model, which means pay per click, is not only used in Google (it’s also used on platforms like Facebook), although it is commonly associated with Google Adwords and paid results. Furthermore, it’s not the only way you can pay for advertising in Google. In Poland, you can also pay, for example, per thousand impressions.

Just like with organic results, their display order is determined by the specific algorithms of the search engine.

Google Ads can be a complement to SEO or the sole form of SEM advertising on your site.

Who Should Choose PPC Campaigns?

Instant visibility boost for your website or online store

When your website becomes more visible in Google, more potential customers can find it. Furthermore, Google Ads provides an excellent opportunity to outperform your competitors and become a leader in the eyes of users who use the search engine.

Opportunity for new online stores

Owners of new online stores, in particular, should take advantage of Ads advertising. After all, they will still have to wait for the effects of SEO, and thanks to PPC campaigns, they can immediately start competing for customers, stand out, and generate their first profits.

Reaching local customers

Appearing at the top of Google searches is an excellent way to reach your target audience in a specific location. With geolocation and the use of local keywords, you can also reduce the cost of advertising.

Ideal solution for seasonal products

Displayed through Google Ads, advertisements are an excellent solution for selling seasonal products. When interest in a particular product or service is at its peak, you can invest in advertising to increase your chances of reaching potential customers.

Dominating Google Searches

Using sponsored link campaigns in addition to website optimization allows your site to be displayed in Google results up to twice. This further increases your chances of customers choosing your offer.

 

SEO PPC – Differences

SEO requires commitment and time. There are no instant results, and it often takes several months to see the first profits. This is different from PPC campaigns, where you can start reaping benefits within minutes of launching the ad.

Even if you stop investing in SEO, you can continue to reap benefits for weeks, months, and sometimes even years. This, of course, depends on the competitiveness in your industry and the actions taken by the competition.

On the other hand, with PPC campaigns, you must always be aware that as long as you pay for advertising, it will be visible. However, there is no guarantee of a return on investment, and it may not always be at the same level. The effectiveness depends on whether you have properly targeted your audience.

Furthermore, displaying your website in organic results is entirely free. Of course, it requires knowledge of SEO principles, optimization, and positioning and a significant amount of time.

Most companies choose to pay a specialist to perform these activities for them. In the case of PPC campaigns, you can set up the ad yourself or have professionals do it. However, it’s essential to note that you’ll also pay for each click on the link.

SEM PPC – How Does It Differ?

As you already know, PPC, like SEO, is a part of SEM. Therefore, it’s important to realize that SEM activities are much more extensive and broader than just paid advertising in search engines, i.e., PPC.

 

 

| When to Choose SEM and When to Choose PPC?

It’s definitely worth investing in both forms of search engine marketing. However, if you have to choose only one form at the moment, first consider your goal and then match the advertising form to it.

Here are the most common goals and the corresponding SEM campaigns:

• Lead generation – PPC,
• Faster sales – PPC,
• Increased website traffic – PPC, and in the longer term, SEO,
• Increased brand awareness – SEO,
• Building trust in the company and establishing expertise – SEO.

Advertising campaigns can completely transform your business. You’ll gain the most benefits by combining the opportunities provided by both SEO and PPC actions. See for yourself that this is the most effective and cost-effective form of online promotion today.

Be sure to rely on proven and experienced specialists. Check out our offer to see how much SEM (Search Engine Marketing) can truly deliver.