Learn Search Engine Marketing

Basic concepts of SEM

Some basic concepts about search engine marketing:

  • Keywords: are the terms that users enter in the search engines and that cause a particular ad or search result to be shown. They do not have to be single words, in fact, it is normal to use groups of words or phrases, such as "buy Nike shoes" or "what is the best accounting software".
  • Concordance: when setting up a campaign in Google Ads, we must define the degree of correspondence between the keywords we have selected and the term that the user enters in the search engine. This is what is known as "concordance". For example, if we opt for a broad match, the ad will be displayed when the user searches for synonyms or terms similar to the keyword. With an exact match, the ad will appear only when the user enters the keyword without changes in the search engine.
  • Text ad: is the standard ad type that is shown in search engines, although today we have more options, such as shopping ads. It usually includes a title, a visible URL that can be customized and a short description.
  • Ad group: In Google Ads, an ad group consists of several ads that appear with the same keywords. In this way, we can see which are the most effective ads.
  • Campaign: in Google Ads, the campaign is like the "umbrella" under which we organize different ad groups with similar goals. For example, if we have an online store of school supplies, one campaign could include ad groups on textbooks, another on backpacks and a third on drawing material.
  • Page destination or landing page: the website to which the user is directed after having clicked on an advertisement. To achieve good results with search engine marketing, this web page must be optimized to get conversions or for users to perform a certain action (for example, completing a form to download an ebook). The keywords, the ad shown and the landing page should always be aligned to ensure a good user experience.
  • Search Network: the places where your ads can appear. The most common is to work with search ads on the top and right of the results page, but we can also show them on other sites such as YouTube or Google Maps.
  • Impressions: The number of times an ad was shown.
  • Clicks: number of times an ad has been clicked
  • CTR: percentage of clicks on total impressions.
  • CPC: average cost per click.
  • Quality Score: Score awarded by Google to ads and keywords and which influences your cost per click. This score is determined based on the relevance of the ad, the percentage of clicks obtained and the experience of the landing page. The objective of the system is that higher quality ads occupy higher positions and have a lower cost per click.