Introduction to the concept of SEM

Thanks to a good , well-crafted SEM campaign , it is therefore possible to increase the quality traffic going to a website in order to diversify and maximize the results obtained at the marketing level.

Organic search engine optimization (SEO)

SEO is a component of SEM that focuses on improving a website's visibility in organic (unpaid) search results. Also called natural referencing , SEO encompasses different concepts:

1. On-Page Optimization : Working on internal elements of the website such as title tags, meta descriptions, content, and site structure for example.
2. Off-Page Optimization : Actions taken to improve a website's ranking in search results through a range of external factors. A prime example is building quality backlinks. Website interactions with social media, as well as customer reviews and comments, also fall under the Off-Page component of SEO.
3. Quality Content : Create relevant and quality content for the target audience by choosing the right keywords and constantly trying to offer a type of content that has some added value for the target audience.
4. Technical SEO : A set of technical elements that can influence search engine rankings. Optimizing the technical aspect of SEO includes ensuring that the site is fast enough, mobile -friendly , and well-structured.

Interested in better mastering SEO? Learn more by checking out our Ultimate Guide to SEO in the Tools section of our website.

Paid referencing via Google Ads

You're probably already somewhat familiar with Google Ads . Some people refer to this as SEA (Search Engine Advertising). In short, it's Google's paid advertising program , allowing advertisers to place ads directly in users' search results. It's a powerful marketing tool , when used correctly, but it does require a good understanding of how it works.

Here are some relevant features to know about Google Ads data-mce-fragment="1" style="font-weight: 400;" data-mce-style="font-weight: 400;">:

• Real-time bidding : Advertisers bid for specific keywords for their ads;
• Targeting : The ability to target ads based on demographics, geography, device, etc.;
• Ad Formats : Google Ads offers several ad formats like text, display, video, and more;
• Tracking and Analytics : Track ad performance and adjust to improve return on investment (ROI).

SEM strategies on other search engines

Even though Google is a must, it is important not to neglect the presence of other search engines such as Bing , Yahoo , and Baidu which also have their own advertising platforms.

Online advertising strategies can vary depending on the audience and the platform. By exploring and integrating different platforms, it's possible to reach an even wider and more diverse audience.

Google Ads campaigns in the strategic marketing funnel

Are you familiar with the TOFU, MOFU, BOFU marketing approach ? This advertising strategy essentially involves adapting to the stage a potential customer is at in the sales funnel . Google Ads advertising campaigns can also be very effective in this approach.

• TOFU ( Top of the Funnel ) : At the top of the sales funnel, campaigns primarily aim to raise awareness and attract people who are not yet familiar with the brand or product. In the case of a Google Ads campaign, this may include Display ads or online video ads , for example.
• MOFU ( Middle of the Funnel ) : At this stage, in the middle of the strategic funnel, the focus is on engagement and consideration. Ads can therefore be more targeted, particularly using methods like remarketing .
• BOFU ( Bottom of the Funnel ) : At the very last stage of a potential customer's buying journey, at the bottom of the funnel, online advertising efforts are focused on conversion, seeking to turn prospects into active customers. Ads should be very specific, with clear calls to action and attractive special offers .

Want to maximize your advertising results with Google?

At Bofu, we help you design, manage, and optimize all types of Google Ads campaigns based on your business objectives. Discover our specialized services:

• Google Ads (SEM) advertising to build a complete and profitable strategy.

• Research campaigns to capture active purchase intentions.

• Display campaigns to expand your reach and strengthen your brand awareness.

• Shopping campaigns to boost your online sales with an optimized product feed.

• Performance Max , the automated solution that combines all Google channels for optimal ROAS.

• YouTube campaigns to inspire and trigger purchase intent through video.

• Discovery campaigns to reach new, high-potential audiences.

• Demand Generation campaigns to drive demand across the entire Google ecosystem.

• App campaigns to increase in-app installs and engagement.

Whatever your objective, we can help you structure effective campaigns adapted to your reality.

Conclusion

In summary, by combining the benefits of SEO and paid search, SEM represents a vast and dynamic field that offers numerous opportunities to increase online visibility and achieve business goals. By understanding and mastering these concepts, it becomes easier to aim for the best success for all your marketing strategies .