{"id":12310,"date":"2021-10-05T10:00:34","date_gmt":"2021-10-05T15:00:34","guid":{"rendered":"https:\/\/backup.primeaction.com\/sp\/?p=12310"},"modified":"2021-10-03T19:55:37","modified_gmt":"2021-10-04T00:55:37","slug":"que-es-sem-en-marketing-digital","status":"publish","type":"post","link":"https:\/\/backup.primeaction.com\/sp\/que-es-sem-en-marketing-digital\/","title":{"rendered":"\u00bfQu\u00e9 es SEM en Marketing Digital?"},"content":{"rendered":"

Search Engine Marketing (SEM por sus siglas en ingl\u00e9s) es una de las estrategias para generar tr\u00e1fico hacia una p\u00e1gina web. A diferencia de la b\u00fasqueda org\u00e1nica o SEO (Search Engine Optimization) en SEM se paga por clics o por impresiones y no se basa en contenido extenso publicado en un sitio, sino en palabras claves.<\/p>\n

Tipos de campa\u00f1as de SEM:<\/p>\n

Display. Consiste en colocar banners (anuncios) en sitios web, aplicaciones, redes sociales, previo o en medio de videos, con el fin de que las personas que los vean hagan clic. El modelo de pauta puede ser CPM, o sea Costo Por Mil Impresiones.
\nB\u00fasqueda. Permite mostrar enlaces pagados en los resultados de los motores de b\u00fasqueda como Google, Bing, Yahoo, Ecosia. En otras palabras: una persona teclea o usa los comandos de voz para encontrar sitios web donde est\u00e9 la informaci\u00f3n solicitada. Generalmente se paga por CPC, es decir Costo Por Clic.
\nEl objetivo de las campa\u00f1as de b\u00fasqueda en SEM es generar conversiones; se centran en las fases angostas del embudo de ventas. Significa que una persona realizar\u00e1 una acci\u00f3n despu\u00e9s de dar clic a un anuncio. Las conversiones m\u00e1s usuales son:<\/p>\n

llamar al anunciante
\nllenar un formulario
\niniciar una conversaci\u00f3n de WhatsApp o chat
\ndescargar una aplicaci\u00f3n, PDF o e-book
\nrealizar una compra
\nLa herramienta m\u00e1s conocida de SEM es Google Ads. Al igual que otras plataformas similares, diariamente es posible revisar el desempe\u00f1o de las campa\u00f1as.<\/p>\n

Ventajas del SEM<\/p>\n

Los resultados se empiezan a notar desde los primeros d\u00edas. Si bien, una campa\u00f1a de SEM necesita tiempo para llegar a su punto de maduraci\u00f3n, donde el machine learning ir\u00e1 mejorando su desempe\u00f1o, al poco tiempo de estar al aire generar\u00e1 conversiones. Es una de las mejores opciones para aumentar ventas en los negocios y a un costo mucho m\u00e1s accesible que emplear medios como TV, radio y espectaculares. Por lo tanto, en la publicidad digital su ROI es alto.
\nEl SEM permite que las micro, peque\u00f1as y medianas empresas compitan contra las grandes marcas. Obviamente los presupuestos publicitarios de las mipymes, no se comparan a los de los corporativos. Sin embargo, en la lucha por aparecer en el listado de los buscadores, el anuncio de un peque\u00f1o negocio puede estar por encima de sus competidores y as\u00ed obtener m\u00e1s clics.
\nLas campa\u00f1as se pueden segmentar por intereses, zonas geogr\u00e1ficas, palabras claves. Y se pueden optimizar constantemente para sacar su mayor provecho.
\nLos anuncios puede publicarse a la par de los horarios de atenci\u00f3n de las compa\u00f1\u00edas o las 24 horas del d\u00eda s\u00ed as\u00ed se desea.
\nLa importancia de una landing page en SEM<\/p>\n

A diferencia de un sitio web, las p\u00e1ginas de aterrizaje o landing page no poseen men\u00fa de navegaci\u00f3n. Brinda s\u00f3lo la informaci\u00f3n relacionada con el anuncio por el cual las personas llegaron all\u00ed, pero al no tener m\u00e1s secciones o distractores, el porcentaje de conversi\u00f3n aumenta en comparaci\u00f3n con un sitio web.<\/p>\n

Ejemplifiquemos el punto anterior. Un alumno de preparatoria est\u00e1 investigando sobre universidades para continuar sus estudios. En los buscadores ver\u00e1 anuncios de universidades que coincidan con las palabras que escribi\u00f3. Al dar clic, si \u201caterriza\u201d en una landing page, ver\u00e1 la informaci\u00f3n concisa y los m\u00e9todos para comunicarse con la instituci\u00f3n, principalmente formulario de contacto. Ese estudiante al llenar todos los campos solicitados y enviarlo, se convierte en un lead o prospecto calificado. Por su parte, el equipo de comercializaci\u00f3n o inscripciones de la escuela, tendr\u00e1 que contactarlo para convencerlo de inscribirse y as\u00ed pasar de ser un lead a un cliente.<\/p>\n

En un escenario \u201cB\u201d, si el mismo alumno, al ver enlaces (pagados o no) sobre universidades da clic y llega a un sitio web, no una landing page. Bajo esta premisa, tendr\u00e1 muchos distractores que pueden impedir que entre en contacto con la universidad\u2026 quiz\u00e1s ver\u00e1 la galer\u00eda de fotos de las instalaciones, el plan de estudios, los costos de colegiatura o incluso sale del sitio para revisar las redes sociales de la instituci\u00f3n y no se convierte en lead.<\/p>\n

Aunque desarrollar una landing page es lo ideal para una estrategia de SEM, no significa que siempre sea mejor que un sitio web. La elecci\u00f3n de poseer uno u otro o ambos, debe ir alineada a los objetivos de marketing digital de la empresa.<\/p>\n","protected":false},"excerpt":{"rendered":"

SEM o Search Engine Marketing es una estrategia para generar tr\u00e1fico hacia una p\u00e1gina web a partir del pago a los buscadores; provoca que las personas visiten un sitio web a trav\u00e9s del pago por clic.<\/p>\n","protected":false},"author":10,"featured_media":12312,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"single-post.php","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_mbp_gutenberg_autopost":false,"fifu_image_url":"https:\/\/www.eleconomista.com.mx\/__export\/1633183836411\/sites\/eleconomista\/img\/2021\/09\/30\/que_es_sem_nayelly_tenorio_ilustracion.png_990121245.png","fifu_image_alt":"\u00bfQu\u00e9 es SEM en Marketing Digital?","footnotes":""},"categories":[9],"tags":[],"class_list":["post-12310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-post-servicios"],"yoast_head":"\n\u00bfQu\u00e9 es SEM en Marketing Digital? 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