An SEM campaign can help us achieve better results for our products and services more immediately. While an SEO campaign requires a more medium- to long-term approach, SEM is more short-term if we're interested in promoting a product or achieving more immediate results for our brand. Depending on our objectives, we'll determine the price we're willing to pay to achieve better results. The most important characteristics of an SEM campaign are:
- Get more visitsAlthough we can achieve good search engine rankings with a good SEM campaign, in addition to being free, we can ensure top rankings by creating a SEM campaign. This will increase our chances of getting more clicks and receiving more visitors. It all depends on what we're willing to pay and whether creating a SEM campaign is cost-effective.
- Communicate more opportunistic messagesSEM campaigns allow us to further specify our message, as we focus our communication on a specific objective. If we want to promote a specific product or run promotions, a SEM campaign will help us achieve immediate results. We'll be more likely to get more visits, clicks, or leads if our campaign objectives are relevant to users, rather than generating general messages, where our website is less likely to be visited.
- Communicate a more aggressive and different message than the one that appears in the natural results: The natural results that appear in SEO campaigns usually have more general keywords, as they encompass our entire brand or product. However, SEM campaigns tend to use keywords more focused on what we want to promote, resulting in more aggressive and specific search terms. This way, we'll be more likely to get the user to our landing page, where we'll quickly show them what they were looking for.
Finally, it's important to note that an SEM campaign is designed to respond more to user demand or interest, so we must carefully manage our campaign's creative. The position in which our ad appears will depend on what we're willing to pay for it and the interest it generates in the user.
Posted by: Silvia Gemar
