What Is SEM? Search Engine Marketing Explained (Updated 2020)

A great idea deserves great ranking!

  1. What is SEM?
  2. The History of Search Engine Marketing
  3. The Importance of SEM
  4. Search Engine Marketing — How Does It Work?
  5. Search Engines
  6. Non-Paid SEM — SEO
  7. Paid SEM — PPC
  8. How To Use SEM Effectively
  9. The Importance of Keywords
  10. Search Engine Marketing Tips

Note: This guide will be updated once a year. Therefore, the latest updates, as well as helpful information, will be included.

Digital marketing comes in many shapes and sizes and it’s up to you to find the one that fits you and your business the most. Over time, digital marketing strategies proved to be efficient, and what’s best is that a lot of them are cost-effective.

Nowadays, a business simply cannot prosper fast enough without implementing at least one digital marketing strategy into its line of work. No matter how much you want to build brand awareness, increase your customers’ base, or improved the engagement, you will need to consider using internet marketing, besides the traditional means of advertising.

But while email marketing, content marketing, affiliate marketing or even SEO are very known and common terms in this field, SEM (or Search Engine Marketing) is not as much. Many people commonly mistake SEM for SEO, although there is a crucial distinction between the two abbreviations.

To end the confusion and equipt you with the proper knowledge on how to use SEM to your own benefit and grow your business, we decided to do a detailed overview of this type of digital marketing.

Hopefully, you will find it helpful and take advantage of this knowledge by implementing it into your future marketing campaigns.

Let’s start from the beginning.


What is SEM?

SEM stands for Search Engine Marketing, and as the name suggests this is one of the many forms of digital marketing that is used nowadays.

Essentially, SEM involves the online promotion of a business through its website, by increasing its visibility on the search engines. Usually, this is done through paid advertising.

Source: www.digitalvidya.com

Although it is often confused with other marketing terms that are frequently used in this industry, SEM is not the same as PPC (Pay-per-click) marketing, nor is the same thing as SEO (Search Engine Optimization).

The confusing begins because it implements search engines the same way SEO does, and paid marketing which is something specific for PPC marketing.

In reality, SEM is the bigger picture, while PPC and SEO are categories that wall under this type of marketing.

To grasp the concept easier, let’s see how it all began.


The History of Search Engine Marketing

“A brief history & a bright future.”

Between the humble early beginning of the internet and the way we use it today, there is an enormous and notable difference. We learned so much in the meantime, and the ways we utilize the internet to our benefit nowadays can even begin to compare to those times.

With the growth of the internet, the website number grew at a fast rate, which imposed the creation of search engines.

Starting from the mid-1990s, these search engines were designed with the intention to help people find what they are looking for much more easily than before. But their creation and growth let to another thing — website placement.

In other words, business owners needed to find ways to place their websites in a better position than their competitors. That way they would have bigger engagement, and faster growth. For that purpose, search engines developed a business model in which they financed their services, by placing certain websites higher on the list than others. It was, and still is, a win-win situation.

Source: www.brontobytes.com

Over time, search engines expanded their offerings with the intention to help businesses utilize the advertising benefits they offer, thus creating a whole new branch of marketing.

Essentially, this type of digital marketing was anticipated to happen sooner or later, and once it appeared as an option for business owners to improve their line of work, it revolutionized the way both companies and consumers use the internet.

It’s important to note that the official term “Search Engine Marketing” was popularized in 2001, by Danny Sullivan. It was used as the more broad term that covered SEO, PPC marketing, managing paid listings on these search engines, submitting sites to directories, and finally, developing digital marketing strategies.

Nowadays, SEM, although not as a common term as some of the others mentioned above, it holds a valuable place in the marketing sphere and is a crucial asset of increasing website traffic, therefore sales and profit.


The Importance of SEM

Source: www.fangdigital.com

Every marketing strategy has its own pros and cons, and so does SEM. However, this type of marketing is beyond valuable and knowing the right ways of using it, could be extremely beneficial.

Namely, with the immense growth of consumers that use the internet as their primary source for information, business owners recognized the need and the opportunity to turn to another market and source of income.

Search engines made this easy by providing companies that are present online with a fitting strategy of increasing their reach.

When you open Google, as the leading search engine on the market currently, you simply ‘google’ a word, or in other words — perform a query — and expect for the best results to appear first. Millions of people do this every day, so imagine if the first result was your webpage.

With most of the click going to the first few results on the first google page, that would mean that your business will receive a much higher reach than your competitors in the industry, which could result in many positive things, including something that is most valuable to business owners — profit.

And yes, this all sounds too good to be true, but remember that SEM involves a certain investment to make it work.

When you utilize search engine marketing, as an advertiser, you usually pay a specific fee for the impressions you get on your website. It’s a smart investment, but only if you know how to do it by minimizing the losses that could result in this.

On a more positive note, each click you get increases your ranking in organic search results (appearing on the first pages without paying). Besides, unlike other marketing techniques, SEM is not at all intrusive and will not leave a bad impression for your business in the eyes of the targeted customers.

All in all, there are many reasons why you should consider using SEM in your marketing campaign, but being one of the fastest ways to drive traffic to your website is by far the most valuable one.

Before we end this chapter, let’s see some helpful statistics first.

On average, the results that appear on the first page of Google, consist of approximately 1,890 words.

More than 80 percent of consumers perform a search online before they decide on making a larger purchase.

A large number of consumers, or approximately 70 to 80 percent, prefer organic search results, making SEO the better option of the two. However, this is purely individual and some marketers get much better results through PPC than SEO.

Leads generated from search engines have a much higher close rate than outbound leads generated from direct mail or cold calling. Search engines are in the lead with 14.6 percent close rate over 1.7 percent in outbound leads.


Search Engine Marketing — How Does It Work?

Source: www.heroleads.com

Search Engine Marketing can be both paid (PPC) and unpaid (SEO), and depending on this factor it can be explained in two different ways.

Marketers and business owners utilize both of these types of advertising in order to promote and optimize their online business, as well as their brand presence and conversions.

What is mutual for both paid and unpaid advertising in this context, is the fact that they are both done by employing search engines, such as Google, Yahoo, Bing, etc.

Every one of these search engines runs on complex algorithms to present the most relevant content for every search a person makes on the internet. Usually, the most fitting results appear first on the websites. This also depends on the location and several other factors that come into play.

Let’s say, for example, you type in the search bar “best rated movies on Netflix”, and you get a list of results, hundreds, thousands or even millions depending on your search. You will notice that each page gives you up to 10 results to choose from.

Users usually stick to the first page only. As a matter of fact, 3/4 of all searches stay at the first result page. That means most people will not even look through the other given option, indicating that the first few results on the search engine results get the most traffic and engagement.

But what if you are not on the first page? Or even the second or the third?

It means that your chances of getting traffic on your website through search engines are very low, even if your content is much more relevant than what people can find in the top results.

So what can you do?

That is exactly where SEM comes into play. And, as mentioned before, you have two ways of utilizing this type of advertising to your benefit.

Source: www.digitalvidya.com

Search Engines

To grasp the whole concept behind search engine marketing, first and foremost, you should understand how search engines work.

The term search engine, when mentioned, is often immediately related to Google. This comes as no surprise considering that Google is dominant in this market.

According to the numbers above, Google is by far the most used search engine in the world. The second one, Bing, does not even close to Google’s market share but is still being used globally. Yahoo, which is the oldest one on the list falls to the third place.

Search engines date back to 1990 when the first version of what we know of today as a search engine ‘Archie’ appeared on the internet. But Archie only made the listings of websites available, not the content.

Source: www.makeuseof.com

Later on, after a series of important events related to the development of the internet, search engines got a new approach in which they showed the website’s title and header in the results. It was certainly an improvement, but at the time the arrangement of the website results depended solely on the way the search engine discovers them.

Fast forward a few years, and we get to the creation of Yahoo! Search. It’s the closes search engines got to today’s modern approach they have. Yahoo included a collection of websites on the internet, with man-made descriptions for the URLs. At the time, website owners were able to add informational sites for free, but those that wanted websites for commercial needs had to pay a fee of around $300 per year.

Source: www.webdesignmuseum.org

Google was officially launched in 1998, but shortly before this, Google’s ancestor BackRub introduced backlinks, which is something crucial in the way web pages are ranked on search engines nowadays.

These backlinks revealed whether the website is linked by other websites on the internet, showing how much authority it has and decides its ranking.

Over the years, Google released many algorithms in order to improve its work and give more valuable and relatable results to internet consumers. To this day, Google constantly changes its ways of website ranking, making it quite difficult to do it.

But the thing is, once you get a hold of the way these search engines work (especially Google), as well as what is important and what should be avoided, by all means, you will make a huge step forward in growing your website traffic.

Non-Paid SEM — SEO

Source: www.myventurepad.com

There was a period when SEO was everything marketers were really aiming for in their campaigns. This type of search engine marketing really hit off thanks to its benefits. SEO or Search Engine Optimization is a process of getting organic traffic to your website.

In other words, it means getting unpaid clicks from people that found your website through the search engine. The best way to achieve a high amount of organic (also called natural or earned) traffic is if your website holds a good position in the search results. The higher the better.

That is where SEO can help. There are many techniques that you can use from SEO and the best of all is that it’s completely free. On the downside, it’s also quite difficult to perfect.

Without going into many details, if you want to learn everything there is to know about SEO, make sure you check out the comprehensive step-by-step guide we made recently.

Paid SEM — PPC

Source: www.socialmediaexplorer.com

Paid search engine marketing, on the other hand, is often related to Google Ads. The confusing emerges from the fact that Google is by far the most used search engine nowadays, making it also the best option for paid ads.

But paid SEM is a wider term, one that people know as PPC or Pay-Per-Click.

You might find that this term has slight variations, but in the end, it all comes down to the same. You as a business owner or marketer, pay the search engine to place your website on the first pages as an ad. Keep in mind that there are other types of PPC as well, such as Social PPC where the main channel for advertising is social media platforms.

The way you do it mostly relies on the way you choose your keywords, making them one of the most important things in your SEM campaign. But, we will get to that later in the text.

Now, if you want to learn more about PPC, click on the full PPC guide that we already prepared for you.

All in all, no matter which one of the two you choose, whether it’s SEO or PPC, if done properly you will see results in no time. Bear in mind that they both have weak points, and while one will take up mostly your time and patience, the other could really affect your wallet.


How To Use SEM Effectively

www.whitekube.co.uk

Search engine marketing is an excellent opportunity for all types of businesses.

Before the internet, the main source of advertising to reach consumers was traditional marketing.

But the fast growth of the internet opened up new opportunities for businesses and nowadays not being present online would be a huge mistake, no matter the type of company you own.

Your chances of survival on the market largely depend on how well you present yourself on the internet.

Placing your product or service on the internet increases your chances of growth, but knowing how to optimize this puts you much higher on the ladder, no matter how tough the competition is.

Did you know that more than 60 percent of internet users will search for a product or service online before they decide on making a purchase?

But having a website and thinking that that’s enough, won’t do it. You need to have a few tricks up your sleeve, especially when it comes to search engine marketing.

Here are a few crucial things you need to know that will increase your traffic and grow your business.

Create a Marketing Strategy

Start with your goals. Do you know exactly what they are?

People use search engine marketing for many reasons, depending on their individual needs. You can be a small business owner that wants to expand its business or an entrepreneur who just entered a certain industry and wants to work on brand awareness. Or you can be an individual, for example, a blogger who wants his/her content to get more engagement.

Source: www.clickz.com

It’s not necessarily a business thing, as sometimes people have other reasons why they choose search engine marketing. Nonetheless, once you do choose it, you need to make a precise strategy and determine your goals. It’s the only way of succeeding in your plans, whatever they might be.

After all, it’s pretty much the same with everything in life. We need a clear goal and we need to decide on the means of reaching there.

So, create a strategy.

The best ways to do a killer strategy and get fast, but long term results, is to include the following things into your strategy:

  • Set up campaign goals and align them with your business goals. After all, you are doing this for some benefit, and it’s most likely correlated with your business. Therefore, the growth you want to see in your business should be linked with the growth you are expecting from your SEM campaign. Hence, focus on brand awareness, entering new markets, winning potential customers, and driving your sales up.
  • Deliver value on your website. You can rank your keywords, or pay for advertisements, but you need to make people interested to stay on your website and to actually have a close rate. You can do that by delivering valuable content.
  • Research. You don’t start a marketing campaign, without proper research. You shouldn’t even make a strategy without including the research part in it. Research your field, your competition, the statistics, the keywords, the trends. Research everything.
  • Plan your budget. Depending on which method you choose for your SEM strategy, planning your budget up front is a must. You will end up spending money one way or the other, so it’s better to keep an eye on that before things get out of control and you are left with losses instead of profit.

Of course, there are many things you need to include in your strategy, but these are essential for a good SEM strategy, so make sure you implement them when you are making your own.

Optimize Your Website

Source www.krtmarketing.com

Your website is the first thing a potential customer or the person you are targeting will see when they click on a result in the search engine. That means it needs to be fully optimized. Here, SEO can really help you.

You need to keep things clear and simple. Nobody wants to see a messy website or one that will be difficult to load. Also, people are drawn to visually appealing things, and to high-quality content.

So make sure you have everything covered.

Do not start with your advertising campaign before you finish building and optimizing your website. Make sure that everything you have there is easy to load, that the content is understandable and straight to the point, and make sure that your campaign is not too aggressive. In other words, instead of spamming consumers, you need to do everything to keep their attention and keep them engaged.

Optimizing your website for search engines can be done following these effective steps:

#1 Analyze your website.

Check if your website has everything that the customers need, like sufficient information, keywords, links, images, speed, quality content, and overall an eye-appealing design of your website.

#2 Compare it to your competitor’s website.

The best way to see if you are missing something is by comparing it to your competitors’ websites. Choose the leaders in the industry and see what their strongest points are.

#3 Research keywords (we’ll get to that one later).

We have a whole segment of this article dedicated to the keywords in SEM, but for now, you need to know that they are also a key feature for an optimized website. Identify your strongest points, and find the keywords matching them. Then, include them on your website. Remember, this is crucial for both SEO and PPC.

#4 Include Meta tags.

Meta and tags are an important thing you should not ignore if you want to boost the ranking of your website on a search engine.

#5 Create a site map.

Source: www.quora.com

Depending on your web host, you might already have this XML file, or you will have to do it yourself. A site map lists every URL on your website, and other than optimizing your website, it can also help you to keep track on your current website links.

From this file, you can later update the non-working links and keep your website optimized at all times.

#6 Validate your HTML.

You can validate your HTML online easily. This helps with your website optimization in a way that checks it for errors in your HTML and helps search engines to easily index your website. If your HTML contains mistakes, there is a possibility that only some portions of your website will be incorporated in the search engine’s database.

#7 Update your content.

One of the first things that a consumer notices when they enter a website, is the content. If you haven’t updated yours, and you are showing old and irrelevant information, not only you can lose many potential customers, but it can affect your search engine ranking. Keeping your content updated at least once a week will create higher engagement with your customers, making them return to your website, and believe me, search engines will recognize this.

#8 Avoid using frames.

You might wonder why, as many websites are using them, and to be honest, they look quite nice on your website. However, what you need to know is that these frames in HTML that you use for presenting clear content on your website, also prevent search engines from accessing your entire website.

#9 Use Call to action buttons.

But also be careful about how you use them. You don’t want these call to action popups to be intrusive and drive potential customers away, instead of gaining their trust. The best would be to include a popup button for when someone is about to leave a website, with preferable something that will catch their attention, like a discount or a special offer. Never use them as soon as someone opens your website.

Source: www.keepitusable.com

#10 Keep track of your traffic and the hottest points of your website.

The final advice is to keep an eye on everything that is happening on your website. You can do this with the help of online tools. There is no need to emphasize the importance of this step, as keeping track of your progress is one of the main things for the success of the business. We do, however, encourage you to do it, preferably once a week. in order to really see the difference between numbers and the engagement.

Source: www.keywordkeg.com

Keywords

To use search engine marketing effectively, one of the most important things, if not the most crucial thing you need to pay attention to, should be your keywords.

We mentioned them several times by now, and we are going to go over them one more time again, but in more detail.

For now, let’s go over some of the basics when it comes to keywords.

For starters, keywords are used in both paid and non-paid SEM. When it comes to SEO, they are the main factor in ranking your website on a search engine, and optimizing them would mean a higher ranking. To optimize your keywords means to implement the most relatable ones on your website and in all of your content. That way, when someone does a query search using certain words or sentences relatable to your website and line of work, your chances of appearing in the top results are much higher.

The more you optimize your keywords, the bigger are your chance to increase your website engagement.

In terms of paid marketing, or in this case PPC, keywords are used in placing the ads and are more important than you think when you are running an advertising campaign. If you, for example, set up a campaign through Google ads, you will be prompt to choose which keywords you will be ranking. For example, when someone googles a certain thing that is relatable to your ad, you will appear in the search results.

  • Negative Keywords

With PPC, you can also choose negative keywords, an equally important part of your campaign. You want to attract a specific audience, and keep in mind that you pay for each click you get through pay per click marketing in SEM.

So what if most of the click you receive are from consumers that are not interested in what you offer?

For example, you sell a certain type of software, but do not offer a free plan. If someone does research on this type of software or something similar, but with the keyword, “free” included there, they will possibly run into your ad and click it. Once they see that you do not, in fact, offer a free plan, they will leave your website, which won’t actually bring you anything in return, yet you will have to pay for that click.

That basically means you lost a lot of money and gained no results whatsoever.

Therefore, this right here is exactly why you need to focus on the negative keywords as well, as they could be words or sentences that the search engine will exclude your ad from. If you put “free” as a negative keyword on your Google ads campaign, the search engine won’t show your ad for consumers that are searching for that particular service but for free.

Source: www.reviewrail.com

Now, let’s go to the next and final thing you need to consider when you are developing your SEM strategy.

Content

Content is everything. But not any kind of content. To make the best out of SEM, you need to focus on high-quality content only.

As a conclusion and a roundup on everything that was said earlier, your content needs to include your keywords, for better SEO. It also needs to be properly arranged on your website, for the consumers that land on your page to quickly be able to find what they are looking for. After all, the longer they search for the information, the lower your chances are of turning them from potential customers into actual customers.

You also need to eliminate everything that might prevent search engines from properly reading your content and placing it in the results. As we already mentioned, you need to optime your website in terms of HTML, meta, as well as remove the frames, if you are using them. While on the topic, you can also avoid using graphics that search engines cannot read, as well as Flash content.

Make sure that all of your titles and subtitles are relevant and they should also be optimized with the proper keywords. This can significantly improve your website’s SEO.

Overall, keep the most important things on your website, and avoid using information that is irrelevant to your business.


The Importance of Keywords

Source: www.searchenginewatch.com

Search engine marketing is nothing without the keywords. No matter which one you prefer, whether its SEO or PPC, keywords are essential.

For a better understanding of them, we are going to review them as a separate segment of this guide.

To get a better grasp at their value, put yourself in the place of the consumer. You want to find something, and the best way to do it is online. Whether it is to see what’s the nearest flower shop around you or to find a really good hotel, you usually write relatable keywords.

For example “flower show near me”, or if you are looking for something specific, “flower shop near me wedding”. Many times our search inquiries are not the most comprehensible as a whole sentence, but the search engine recognizes them as separate keywords and matches your search with the best option.

It’s these keywords you need to be focusing on, so that’s why the first thing you need to pay attention to when it comes to this is doing proper keyword research.

SEM Keywords Research

Source: www.darrenslaughter.com

Doing comprehensive research is a must. You can start by brainstorming the ideas of possible keywords related to your line of work.

You can have many relevant keywords, but that does not mean you should be using all of them. It is nearly impossible to rank all of them on the search engine, mostly because of the competition and the density they are being used with.

When it comes to competition, it would be unwise to start with your advertising efforts before checking how well you stand in the market when it comes to this.

So, before you decide on the keywords, do proper research on your competitors by simply researching some familiar and relevant keywords on the search engines. The first results you get are the best ones currently, so what you’ll be trying to do is create better content deliver a better product or a service.

Here are a few pieces of advice on this matter.

#1 Use Relevant Keywords

What are the most relevant words and phrases that connect with what you offer?

You need to limit yourself on certain keywords and work on optimizing them.

When you find the most relevant and straight to the point keywords, group them. Let each of your keyword group have not more than 20 keywords, and that they all relate to a similar theme.

That will make it easier for you to see which keywords went well, and which didn’t after a certain time. This approach is usually used in PPC marketing.

#2 Check the Search Volume

A search volume is the number of people that inserted those words in the search engine during a month.

If the search volume for a certain keyword is low, you shouldn’t be using it, as it won’t bring you traffic. To know whether a number is good or bad, research more keywords and then compare the numbers. If a certain word or phrase has thousands in search volume, and another one has only 50, then you get the idea.

Source: www.wordstream.com

#3 Search for Keyword Gems

To reach your goals you will need keywords that are not too competitive, yet they are relevant and will increase engagement. Some call them ‘keyword gems’ because of the worth, and of course because they are quite difficult to find.

These keywords have specific characteristics. They are usually the ones that get most impressions, but not enough clicks and those that receive a lot of clicks but not enough impressions.

The key to finding these keyword gems, precisely if you are targeting Google as a search engine for your SEM, is by utilizing Google Analytics as a tool that can provide you with the insight of your website statistics and how well your marketing campaign is going.


Now, once you have insight, you can start the keyword research. As previously said, you can always brainstorm to get the keywords, but you can also use online tools that can help you with this. A lot of them are free to use, and they can really help you out with ideas and more detailed insight on how highly they are rated in the particular search engines.

Online Keyword Tools

We will give you a brief overview of some online tools that you can use to improve your keyword search. They are all very valuable, yet have their own unique features that you might find useful.

Let’s take a look.

When you are researching your competition on the market, or more precisely on the internet, this is one of the best tools to give it a go.

SpyFu is excellent if you want to see which keywords are most effective for your competitors and whether they pay off or not. The process of using it is simple, you just type the name of your competitor’s website and the tools will generate a detailed result overview.

For everyone owning a website, Ahrefs is a must tool. It combines many features into a complete app that shows you an insight into your website, and every other website on the internet.

It will tell you how high you are ranked, how many backlinks your domain has, and so on. When it comes to SEO, Ahrefs can really do wonders.

Of course, it is also excellent for keyword research, which is why we included it on the list. So make you give it a try.

Yes, the name says everything you need to know about it. This tool is extremely easy to use, plus it’s free.

You can research keywords on several search engines, including Google and Bing, but it’s also good for keyword research on social media platforms, and even Amazon and eBay.

SemRush’s keyword tool is an excellent tool for PPC marketing. It has many features, and it is easy to navigate. You will be able to find all the relevant keywords, the ones you need and those that you won’t.

Unfortunately, it’s not free. However, for a decent price, you will get everything that you need and more.

It’s a more basic tool, but it gets the job done. The best thing about it, of course, is that it is free to use for everyone. That means it won’t affect your budget, yet you will still make good use of the valuable insight it provides you and your business.

Overall, you can find many similar websites that offer free keyword tools, and sometimes it’s best to pay attention to this part more. You can check several websites, and compare your results. It’s the best way to do your keyword research properly.


Search Engine Marketing Tips

Before we end this article, let’s first see a few tricks you can implement in your SEM strategy. Some of them might already be familiar to you, and they are actually advice from business owners and marketing specialists. In other words, they are already-proven methods that you can use.

Let’s start.

Start Small

If all of this is new to you, and you are just about to engage in search engine marketing, the trick to a successful campaign is to start small and work your way up from there.

If you try and do many things at once, you will quickly burn out and that is not the outcome that you want, is it?

That is why you need to focus on one thing and put your time, money and patience into learning and trying out new options, and developing your strategy as you see what works for you and what doesn’t.

Video Content Attracts Customers

Source: www.myfitv.com

Depending on your campaign, sometimes you can include the benefits of video ads into the final outcome. As a matter of fact, videos attract the attention of your potential customers much more than the usual text ad. They have proven to bring better conversion rates and higher engagement.

Although a few years back videos were not that popular, they started gaining the attention of marketers and business owners, as an excellent strategy for growing a business and creating an excellent marketing strategy.

Nowadays, a good video can make a huge difference. Although they are not a usual technique in SEM, chances are that they will soon become one.

Optimize Mobile Advertising

Source: Tinh Khuong on Unsplash

We haven’t mentioned anything on mobile optimized campaigns in the text above, but they are quite important. Considering that mobiles take most of our free time and they serve as a multipurpose tool, it would be unwise not to take them into consideration.

Depending on your target audience, research the mobile usage in the area you are targeting and see whether it would be wise to include it in your campaign.

This is essential not only when you are advertising a new app, but also any type of product that might interest mobile users, which is 2018 was around 2.5 billion people around the world.

Doing this will require some additional work and more planning, but eventually, it could really work for you and your business.

A/B Testing Can Help

For those who don’t know what A/B testing stands for comparing two versions of a webpage or application to see which one performed better. It’s a valuable experiment, and it can also be implemented in SEM to show you statistically which of your tactics brings you closer to your goal.

Through A/B testing, you can optimize the traffic to your website and minimize your spending. And that’s exactly what you should be striving towards.

There are many online platforms where you can easily do this. They will help you structure and conduct your A/B testing, making this a much simpler task for you.

If you followed carefully, you know by now that SEM is not SEO, nor it is PPC. It’s both, and much more. I would advise you again to check the articles I already posted on PPC and SEO, as they offer a much wider and comprehensive overview of both of these SEM branches.

In the meantime, plan your advertising strategies carefully, and always pay attention to the details.

The internet made it possible for businesses to grow way beyond their reach, and it globalized many industries along the way.

Make sure that you make the best out of this opportunity, and explore the benefits that digital marketing, therefore SEM, brings on the table.



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The Logician (Dreamer) 👁️ Don’t follow me. I am lost too!😎 Founder of HE Group - www.hegroup.info (Investor) 📈

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