SEM is one kind of extension of traditional marketing, which goes along with the development of Internet.

What is the difference between SEM ads and traditional ads? SEM is more direct and straightforward. It can overcome geographic restriction, track the data of process and result, and can bring better campaign performance with lower cost.

“Internet search engine is proven to be a very effective means of marketing, the ROI (Return on Investment) brought by SEM is much higher than that brought by other media, this can be seen from Baidu and Google’s income growth”, said Dr. Dong Xiaobin (董晓斌), chief scientist of adLab, a digital advertising lab from digital marketing expert company, adSage.

In addition to better advertising performance, one of the other values of SEM is it can become the laboratory for the whole marketing. Just like a low cost and easy to implement laboratory, advertiser can make experiment on it using all different kinds of ideas and make selections based on the performance.

Three key things to achieve high CTR and high conversion rate:

1. Develop your keyword library,
2. Create appealing ad design to reach optimum clicks, and
3. Design attractive login page to make people interested to stay on the page and generate purchasing behavior.

“Nowadays, the best SEM account manager can select 50-100 keywords, and based on their experience, adjust and optimize the words,” said Dong Xiaobin. As you can imagine, under so many choices, managing to make the keyword selection effective and to make the selection generates optimum result cannot be achieved only by relying on human power. Therefore, adSage has launched software for professional SEM account manager, AFS (adSage for Search).

Dong Xiaobin said that AFS can also conduct keyword research. Through the data joint with search engine, it can provide hits evaluation, keyword recommendations, and extract the three functions of keywords, to help users to estimate the hits of the appointed keywords, extend the keywords, and extract the worth campaigned keywords.

New SEM Optimization Algorithm Improved China Guangfa Bank’s SEM Cost Efficiency by 30%-tech.hexun.com