The SEM encompasses all digital marketing activities (both paid and organic) that aim to increase the company's relevance on the web and traffic to the reference website.
Types of SEM
We just mentioned that SEM includes many aspects, either paid or organic (natural).
SEM includes:
- The SEO, search engine optimization, which we have already discussed, represents the organic part of digital marketing, aimed at increasing traffic to a site naturally without financial investments;
- The SEA, search engine advertising, includes all techniques for sponsoring paid content. The platform par excellence that allows the creation of ADS campaigns (paid) through sophisticated """ Please note that I stopped at "sophisticated" as you seemed to have cut off the text there. If there is more text you need translated, please provide it in full. digital advertising marketing tools is Google ADS.
SEM, technically search engine marketing, bases its effectiveness on the quality of users who land on the site, scientifically targeted both from organic traffic (SEO) and from ADS campaigns (SEA).
Who is the SEM specialist?
The SEM specialist is simply the professional responsible for all-around web marketing of a website.
In common usage, people now refer more to an SEO specialist, the go-to person for organic results on a site (the SEO expert).
While SEM is somewhat erroneously linked, to be honest, only to SEA, thus considering only sponsored campaigns, which are delegated to the ADS consultant.
Tools and features of SEM
Like all activities on the web, SEM also has powerful tools capable of monitoring the performance of campaigns or the organic indexing of the site:
- Tracking and analysis: through the Google ADS tracking tag, every action taken on the site will be a valuable aid in making future campaigns increasingly scalable, channeling users who are more and more targeted to your business. The use of tag manager (Google's tracking system) and the statistics from Google Analytics, give us a complete overview of campaign performance and possible improvements to be made.
- Keyword planning tool: this section of Google ADS allows you to compare, analyze, and utilize certain keywords, useful for developing increasingly high-performing campaigns.
We have, therefore, discussed keywords. Google ADS and smaller web advertisement platforms rely on the logic of pay per click.
The pay per click is a type of online auction that is based on purchasing certain keywords useful for structuring the right advertising campaign.
At its core, digital marketing is indeed based on keywords.
Once the right one is found, an action of inbound marketing is carried out through a blog by developing dedicated columns for example, which allows us to optimize search queries (the keywords that show the results of our website), or a Google ADS campaign is developed.
Furthermore, the performance and choice of keywords can also be optimized with external tools to Google ADS. Among the many available on the market (with hybrid freemium formulas, with free functions and others unlockable for a fee) we find:
These platforms are also great tools for competitor monitoring and developing an even broader search query strategy!
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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