How to Use SEM Techniques

SEM campaigns require being familiar with the keywords that are related to the

business one tries to promote. Each click of a user who is not part of the target is

lost money.

In order to optimise a marketing campaign using browsers, one has to know the

structure of an ad. An ad usually has a title of less than 25 characters linked to the

destination site: a visible URL, which need not be the destination site URL, and two

lines of text, around 35 characters per line. The content of those texts must be

carefully decided as it must create interest in users, especially in the body of the

message as the ad will be placed on locations where only a single line will be

visible.

The most important ad platform for browsers is Google AdWords, which

operates its own search engine and a network of associated websites (display

network). In order to have SEM in Yahoo or Bing, the two other most widely used

search engines, Bing Ads has to be used.

In order to successfully develop a SEM campaign, one has to consider the

following questions:

• An ad must have the keywords of the destination site. If keywords that are

different from the content of the website are bought to raise interest in users,

many hits will be registered, but they will lack any value and shall only waste

resources.

• Ads ready to pay more per word will be placed at a better spot. The value of

keywords correlates with demand.

• Ads with more clicks are located in a better position.

• When designing a text, the most important aspect is that it matches the searches

of users, in order to optimise the click ratio: concordance can be wide, of a

sentence, exact or negative

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