Search Engine Marketing (SEM)

  • Reference: MN-376-E

  • Number of pages: 16

  • Publication Date: Dec 31, 2011

  • Fecha de edición: Jun 15, 2020

  • Source: IESE (España)

  • Type of Document: Technical Note

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Description

Search engines are shop windows, giving visibility to our products and promoting our company. Not to make good use of them is to miss an opportunity to build brand and sales. When a user conducts a search, the search engine displays the results it considers most relevant. On the one hand, it displays "organic" or "natural" results. These appear in the middle of the results page and are not paid for by the company. SEO techniques are used to optimize this kind of result. On the other hand, it displays paid results. Also known as sponsored links, these consist of text advertisements shown at the top of the results page. To optimize this kind of result we use SEM techniques. In this technical note we shall focus on sponsored links and how we can use them to achieve our business objectives.

Keywords

Communication Internet Marketing