Regardless of your role in a company, there are a few digital marketing acronyms which you should be very familiar with. The world of digital marketing is growing at an exponential rate and today, no business can flourish without a sound digital marketing strategy. Understanding terms like search engine marketing, social media marketing, and search engine optimization is very crucial for the company. It will help you perform better in your company and your firm will grow and excel in the industry SEM Vs SMM. This article can help you differentiate between these commonly used terms in the digital world.
SEM- search engine marketing
Search engine marketing is the process of driving traffic to your website by using paid online advertising. In simple words, you have to pay Google for Google AdWords and in the ideal scenario, your content will come first, driving more awareness and traffic. You must be aware of the pay per click, or PPC. Today, the cost of AdWords and paid campaigns has increased to significantly higher figures due to the saturation of the market. This leads to the next phase of SEM, also known as paid advertising campaigns on social media platforms.
SEM aims to increase the online visibility of a website by using ads on search engines using a pay per click system. Paid content usually appears at the top of the result page with a green tag. Today, the biggest platform for running a successful SEM campaign is Google AdWords. Other than that, BingAds and Yahoo SearchAds are also good platforms for search engine marketing. Each platform has designed its own set of rules and principles and you can also follow their tutorials that are available online.
Pay per click advertising tips
In the land of search engine optimization, paid search advertising information can be provided in a variety of ways. It is a type of internet marketing which the advertisers pay a fee each time a visitor clicks one of their ads. Essentially, it is a good way of buying visits to your website rather than trying to earn those visits organically.
Search engine advertising is the most popular form of paid campaigns like PPC. It allows the advertisers to bid for an ad placement in the sponsored links when someone searches for a keyword that is related to their services. For example, if you bid the keyword, “web development,” your ad might show up in the very top spot on the Google results page.
When the PPC campaign is managed efficiently, the investment is worth the gain or profit because the visit is worth more than what you pay for it. In simple words, if you pay $2 for a click and it results in a $400 sale, you have made a hefty profit.
Google AdWords is the single most popular PPC advertising platform in the world these days. The platform enables organizations to create advertisements that appear on Google’s search engine and other similar Google properties.
Google Ads operates on the pay per click model in which users bid on keywords and pay for each click on their advertisement. Every time a search is made by a user, Google digs into the pool of advertisers and chooses a set of winners to appear in the valuable ad space on the search result page. The winners are selected on the basis of a number of mixed factors including the quality and relevance of keywords and ad campaigns as well as the size of their keyword bids.
In simple terms, Google selects on the basis of advertiser’s Ad Rank, a scale calculated by multiplying two key factors: CPC Bid ( the highest amount advertiser is willing to pay) and Quality Score ( a value that takes into account your click through relevance, rate and landing page quality. This system allows the best advertisers (based on the above-mentioned criterion) to reach their potential customers at a budget-friendly cost. It is essentially somewhat similar to an auction.
The Ad Auction works very similarly but it is triggered by placements or pages on Google AdSense where publishers make advertising space for new advertisers. The ranking components are as follows;
- Relevance determined by placement rather than the query.
- Bids are set at the level of Ad group, not keywords.
- You can select amongst the CPM and CPC bids for your advertisement.
Google also provides bidding platforms other than CPC, such as CPM or CPA.
SMM – Social Media Marketing
SMM refers to both paid and organic digital marketing efforts to promote your brand on social media platforms like Facebook, Twitter, Instagram, LinkedIn, and others. The platform of social media marketing encompasses many different activities that lead to public engagement and sales.
SMM is considered to be the future of digital marketing
Today, social media channels are the hub of users’ online activity, and every individual spends some time on social media daily. For this reason, SMM is known as the nerve center of business and brand engagement for large masses of the population. The online presence of your brand on Facebook is compulsory in the current online marketplace. Having multiple social media accounts on the appropriate networks is even better. It is also necessary to post relevant content regularly on your page for audience engagement. In a nutshell, paid social media campaigns have become a very effective means of marketing.