Visitors from search engines are among the most qualified and motivated you can receive on your site, after all, they have taken the initiative to do a search. And finally they click on the link that leads to your site on Google Adwords search network. But for this to happen, you first need to introduce yourself to the user who does an online search.

This leads us to ask the question: What is search engine marketing?

SEM is an online marketing modality that consists in promoting a website gaining visibility in search engines like Google for certain list of keywords. The basis of the SEM is that search engines are good at providing relevant information and that users are constantly using them to find the products, services and content that interest them. Using keywords, they locate what they are looking for easily and quickly.

Given that the range of terms used by users is very broad and varied, a key aspect of search marketing lies in deciding which keywords to use to promote a website. Making the right selection allows you to reach users truly interested in what you offer.

To research the most relevant keywords for your campaign in Google Adwords it is very important to use the key word planner tool. Start by searching words or phrases related to your products or services. Keyword Planner works to find the keywords that are most relevant to your business which you can then choose to add to your plan. Get suggested bid estimates and see how often keywords are searched and how their search volume changes over time. That way, you can narrow down your keyword list and set your budget for the keywords you really want.

In the same day you can create a campaign, launch it and receive visits. In addition, traffic, positions, return and costs are fairly stable and easy to predict.

On the other hand, search engine advertising implies a higher cost in the long term, since it only works while you pay. Likewise, the system based on bids and high competition sometimes makes it difficult to monetize the cost per conversion.

Achieving efficiency in a SEM strategy means knowing how to get the most productive use of your paid search listings for the lowest price.

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