What are the Advantages and Disadvantages of SEM?
If you want to increase traffic to your website, SEM is the other option after SEO. The term 'SEM' stands for search engine marketing, includes SEO, organic traffic, and paid ads like google ads on the search page.
It depends on the people you ask about search engine marketing, and they give different meanings to it. SEM primarily refers to paid search ad campaigns, like Google Ads. However, some may refer to all the marketing actions within a search engine, whether they paid or not.
In this article, we'll unravel what SEM is, its advantages, and disadvantages to help you get started in the world of search engine marketing.
What is SEM?
Search engine marketing is a part of digital marketing that includes the advertising of websites.
It increases their visibility in SERPs (search engine result pages) through a paid advertising method called SEM.
It is also called marketing which takes place through paid media budget.
But right now, we are going to discuss some main pros and cons of SEM. Let’s get started!
Advantages of Search Engine Marketing
Targeting your audience
Reaching your target market helps you improve marketing messages that appeal to your particular audience, and creating effective communication with the audience generates a better chance of converting leads. You can use various settings and targeting options available within an online advertising campaign. If you follow the campaign, set up, and manage it strategically, every ad click might come from within the desired target audience.
At the Right time
If you want to target a potential customer, it is important to know who you are targeting when using search marketing. According to Google, if being found by potential customers at the exact moment when they’re searching for you is key.
Search engine advertising makes it happen for a website to immediately show up on the first page of search results if the content is well structured and written.
Increase Brand Awareness
It lets an ad display at the top of the search results page, and people within the target audience will see the ad — even if they don’t wish to click on it. These impressions help in building recognition.
You can measure reports with different tools like Google Ads as that gives you detailed information on the improvement of your campaign, so you can always know what happens with your ads. Besides, you can take the benefit of integration with Analytics to have everything in control.
Pay per click (PPC)
In this, you will only pay if you get the desired results. You can control the daily budget that you want to invest in and the maximum cost per click you can pay. With this, you make sure that the campaign is profitable in all circumstances.
Lastly, another strong point of SEM is its great segmentation possibilities. By focusing on keywords, you can reach the public that is genuinely interested in you. You must take other factors in your mind like location, language, or behavior.
Disadvantages of Search Engine Marketing
The popular keywords in competitive industries need bigger budgets to pay to play the ads. Big companies have larger budgets and SEO experts who manage their search advertising campaigns. Therefore, companies with smaller budgets have to be more strategic to drive search results and employ an SEO expert.
Highly Specialized Knowledge
To maximize the budget of a campaign, you need specialized knowledge to correctly and strategically set up and manage it. The management platforms have complex interfaces, settings, and jargon which can be difficult for you and your audience. Google and Bing offer directors certified professionals who can help you.
Consumes more time
It takes a lot of time to research keywords and create an effective search ad campaign. The campaign requires constant optimization — daily or weekly. The campaign performs in a live environment and needs to be examined and changed to achieve the best results. Also, keep in mind that search platforms regularly change algorithms and management interfaces and require you to keep an eye on the ongoing updates.
Higher long-term cost.
The SEM only works when you pay for the ads. However, after some time, you can optimize your campaigns and reduce costs per click (CPC), and you will have to continue paying for each of the visits you get from your audience.
It can be interruptive.
Contrary to other solutions such as native advertising, SEM refers to "invading" the user's space with content that has not been required earlier. If your targeted audience uses an ad blocker, they may not be able to see your ads.
SEM now has become necessary for companies. However, it can be much more helpful if you use it with other tools such as SEO. Getting the knowledge of keywords will be a fundamental key to action in the search engines. A study of Buyer Persona helps you understand the intention of your audience when looking for specific keywords. It will allow you an accurate segmentation.
So, it is up to the marketer/advertiser how they use Search engine marketing. Also, how you use SEM will decide the future results. It means that any brand can use SEM for improving its online business, and you should do it too.