Search engines are essential for people to find topics of interest. They are so important that the very bar where you type in a website address is already integrated with a search service. Search engine marketing (SEM) serves to display your product or service in a prominent position within these tools. In this way, you will be found by many more people.
The better your positioning, the more chances of people clicking on your link and this converting into a business deal or the fulfillment of your goal.
On Google, we classify searches in three ways:
Organic Searches:
You don't pay Google anything and 75% of clicks are made on these results (on the left side of the screen, below the ads). It's the user's spontaneous click.
To guarantee a good positioning of your product or service, technical knowledge called SEO (Search Engine Optimization) or search engine optimization is necessary.
Local Searches:
These are interesting for selling products or services to users who are within the coverage area of your business. This is possible, mainly, because of smartphones that send GPS data or data networks and Wi-Fi that provide an approximate location of the device. In these searches, it is possible to display data such as your address, map position, phone number, and business hours. It's much easier for someone to find you, isn't it?
Paid Searches:
These ads appear just above the organic results and also below them in a highlighted area with the indication of an ad. They are responsible for 25% of clicks. If the user clicks on your ad, you will be charged by Google according to your campaign configuration.
Making a company achieve a higher return on advertising spend (ROAS) also requires technical expertise for creating sponsored link campaigns, and the knowledge of these actions is called Google Ads - Sponsored links.