An SEM campaign is an online ad campaign. You can create an SEM campaign in Google Ads and Bing Ads, as well as on social media networks that allow advertising, like Facebook and Instagram. While SEM focuses on advertising in search results, some marketers extend SEM to include news feeds on social media.
With SEM, your company advertises your products and services in search engine results. You earn a prominent spot in search results, which is why businesses earn an average return on investment (ROI) of $2 for every $1 spent on PPC ads.
Since your company pays for every ad click, most SEM campaigns focus on conversions. You want your campaign to drive purchases, sign-ups, phone calls, and more. That’s why ad campaigns target transactional keywords, like “buy fridge online.”
As SEM requires a monthly ad spend, many businesses use SEM as a short-term strategy.
For example, you may launch an SEM campaign to establish an immediate presence in search results. This move provides your business with instant results. It also supports your SEO strategy, which can take several months to deliver the results you want.
Once your SEO strategy starts to perform, however, your company can modify your SEM campaign. You may, for example, lower your monthly ad spend to increase your budget for SEO copywriting. Or, your business may experiment with other digital marketing strategies, like social media or video marketing.