personas haciendo campañas sem

SEM Campaigns: What it is, Step by Step and Tips 2024

SEM (Search Engine Marketing) campaigns are gaining more and more strength and play a fundamental role in the promotion of products and services in search engines. So if you plan to improve the visibility of your business or service online and want to attract potential customers you should study a little about this tool so you can implement it successfully and stand out in this 2023.

What is an SEM campaign?

As already mentioned, SEM or Search Engine Marketing is an advertising strategy that uses search engines such as Yahoo, Google or Bing, for example, to promote itself through paid advertisements.

Differences between SEO and SEM

The difference between this and SEO (Search Engine Optimization) is that the latter aims to organically position the search results, while SEM is based on pay-per-click to get more visibility from search engines.

You should keep in mind that SEM campaigns allow ads to be seen when searches occur.

There are some key terms you should know when talking about SEM campaigns, these are the main ones:

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Terms you should know

CPC (Cost per Click)

When we talk about this, it reinforces the bidding or buying of advertising within Google Ads, this works through CPC (Cost per click) and refers to the value that we define within the tool to mark how much is paid for each click.


SEM campaigns are based on the purchase of keywords, so that search engines put the link first. Here you can also buy keywords to be found more easily.


These are redirections from the ad to the landing page itself, i.e., here we measure how many people have seen the ad.


These are how many times an ad has been shown, how many keyword searches specifically it has had.

CTR (Click-Through Rate)

The percentage of people who have clicked and seen the ad.

Quality Score

It is the score that Google gives from 1 to 10 to determine whether or not you are a good advertiser. Remember that it is very important to be a good advertiser in the eyes of the search engine.


Also called ad buying within Google Ads, it works on a cut per click basis.

Search network

The means or channels through which searches are made.

Display network

These are the graphic ads that go out as promotion, popularly also called banners, which are shown in mobile applications and on websites.

Text ads

These are the ads that are displayed in searches.

Anuncios de display

Combinan elementos visuales y de texto con un mensaje de llamada a la acción que enlaza a una página de destino.

Display ads

Combine visual and text elements with a call-to-action message that links to a landing page.


These are a specific action taken by the user, which is the main objective of the website.

ROI (Return on Investment)

This is the return on investment and indicates a value based on the comparison of the benefit in relation to the investment.

Key elements of an SEM campaign

Campaign objective

Not only for SEM, but before starting any campaign it is essential to draw up an objective.

Keyword research

Identifying relevant keywords is essential to ensure that ads are shown to the right audience.

Segmentation and structure of the campaign

It is necessary to know the audience and separate it according to its characteristics, such as language, geographic location, behaviors, among others.

Creating attractive ads

Here you can design attractive ads that highlight the search results.

Configuration and management of bids

Determines the bidding strategy for the campaign, the type of cost.

Optimized Landing pages

Make sure the landing pages you direct users to are relevant, compelling and optimized and tailored to what the user wants.

Measuring results

Use tracking and analytical tools with which you can measure the performance of your campaign. Google Analytics can be a good option.


Using an SEM campaign provides greater visibility in search engines, as well as greater targeting, in terms of precision and segmentation. It also provides total control of the campaign budget, setting limits. It also provides fast and measurable results, and is a flexible tool that adapts to any campaign and can serve as a complement to other strategies

How to run an SEM campaign? Step by step

It is very simple, to make a SEM campaign step by step follow all the recommendations we give you in the ‘key elements’ section, remember that the most important thing is to plan, be clear about what you want and set it in a roadmap. Better said, if you have a roadmap it will be much easier to go for it.

Examples of SEM campaigns

Branded search campaign

Targeted to users who are specifically searching for your brand name. You can create ads that highlight your products or services, special promotions or your brand’s unique value proposition.

Product/service search campaign

Aimed at users searching for keywords related to your products or services. You can create ads that highlight the features, benefits and special offers of your products or services.

Competitive keyword search campaign

Target highly competitive keywords in your industry. You can create ads that highlight the unique advantages and benefits of your business compared to your competitors.

Long-tail keyword search campaign

Targeted to specific and more detailed keywords. These keywords tend to have less competition and can generate more targeted and qualified traffic. You can create highly relevant ads for these long tail keywords.

Remarketing campaign

Aimed at users who have visited your website before. You can show personalized ads to these users to remind them of your brand, products or services, and encourage conversion.

Display campaign

Use the Google Ads display network to show graphical ads on websites related to your industry. You can create visually appealing ads that generate brand awareness and attract users to your website.

Video ad campaign

Target users who watch video content on platforms such as YouTube. You can create short, eye-catching video ads that play before, during or after relevant videos to capture users’ attention.

Tips and tricks

Define your objectives

Before you start, clearly establish your marketing objectives: Do you want to increase sales, generate more leads or increase your brand’s visibility? This will help you focus your efforts and measure the success of your campaign.

Research relevant keywords

Conduct thorough keyword research to identify the most relevant words and phrases for your business. Use tools such as Google Keyword Planner to find keywords with high search volume and low competition.

Create attractive ads

Write ads that are attractive and relevant to your keywords. Use clear and compelling language, highlighting the benefits of your product or service. Include clear calls to action (CTAs) to encourage users to click on your ads.

Optimize the landing page

Make sure the landing page you are directing users to is optimized and relevant to your ads and keywords. The landing page should be easy to navigate, load quickly and offer an excellent user experience.

A/B testing

Test different variants of your ads and landing pages to see which ones generate the best results. Experiment with different headlines, copy, colors and layouts to optimize the performance of your campaign.

Set an adequate budget

Define a daily or monthly budget for your SEM campaigns. Make sure you allocate sufficient funds to achieve your goals, but also set limits to avoid overspending.

Track and analyze constantly

Use analytics tools such as Google Analytics to monitor the performance of your ads. Analyze key metrics such as CTR (click-through rate), conversion rate and ROI (return on investment). Adjust your strategies based on the data obtained.

Optimize continuously

Make constant adjustments and improvements to your SEM campaigns. Test new keywords, make changes to ads, optimize your landing pages and test new strategies to keep your campaigns fresh and effective.

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A SEM campaign ultimately serves to be more visible, good planning ensures that the product or service is displayed and therefore has greater recall and success. Follow the above recommendations, they will surely help you to achieve your goals. Another super important thing is that if you want to have much more effective ads, you should know that the trend now is to do it with streaming, since it is a platform that reaches through channels and surely will be strengthened, better said, it is here to stay.

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