It is possible to use natural referencing (SEO) to make your site appear in search results on Google, but you have to be more patient. Using this method works well in the long run, but paid advertising is a better option if you want immediate results.

You should know that there are two different advertising types on the Web: that on search engines and that on social networks. Each has its advantages and disadvantages; you have to understand when to use them and what type of clientele to adopt them. Here is an overview of the characteristics of SEM (Search Engine Marketing) or search engine advertising.


The SEM (Search Engine Marketing) is the set of marketing actions exerted on the search engines. This type of advertising’s main purpose is to increase the visibility of a website or certain pages in Google search results, which is at the top of the page.

For example, in the screenshot below, Mailchimp ranks first on the keyword “web marketing”. Note that the word “advertisement” is always written in front of the URL of an advertisement.

When to adopt this type of advertising?

Search engine advertising is useful when we want our business website to appear when a potential customer searches with the help of an SEO agency. Using keywords, we can target a specific clientele that has a particular need. 93% of web experiences start with an online search. Moreover, search engine advertising is just as effective for businesses targeting other businesses (B2B) for those targeting consumers directly (B2C).

When a user does an online search, he starts with one of his needs or a question. He will then seek an answer to his question with specific information. Note that the positioning of your site on search engines is essential to obtain a good conversion rate. After all, 75% of users scroll no further than the first page of results. If your website isn’t ranking in the top results naturally (SEO), now is the right time for you to use the paid search (SEM).


Bring targeted traffic to your website

With Google Ads, it is possible to target a very specific clientele, from their demographic information to their interests, including their profession, age group, or studies. Many settings are available to you to precisely determine your potential customers.

A relatively low investment

Although the investment required is higher than for advertising on social networks, the cost of advertising campaigns on search engines is affordable and less expensive than traditional advertising. Note that the more competitive your industry, the more your advertising campaign will require a high budget. However, one of the great advantages of Google Ads campaigns is that you only pay when someone clicks on your ad.

Fast, Profitable Results

Advertising on search engines, unlike SEO, produces results quickly. In fact, in the days following the launch of the campaigns, we can already see results. However, you will need to let them run longer and adjust them overtime for the best possible results. Also, we get concrete and measurable data, which is not always the case with traditional advertising.

Easy to understand and adjust results analysis and campaigns

For those familiar with web marketing, the results are accessible and fairly easy to interpret. Also, when there is a problem or improvements to campaigns, changes are quick to make if well thought out. It’s easy to see which ones work and which don’t and which are worth pursuing. Often at the start of the process, several advertisements are developed to carry out tests; the less efficient ones will be stopped later.

The different types of Google Ads ads


campaign (Search) The keyword campaign is the first thing to do when you want to advertise on search engines. Regardless of the purpose of your ads, it is strongly recommended that you start with this one. Being the most famous allows when it is well thought out and built to obtain very good results and attract Internet users genuinely interested in your products and services on your site.

Poster campaign (Display)

A poster campaign is useful when your offer is visual; this type of advertising displays advertising banners or boxes on popular websites that can give you some visibility. Generally offering you a lower return on investment, the poster campaign is especially recommended if you want to increase your company’s notoriety or make it known to a new audience.

Retargeting campaign (Remarketing)

The retargeting campaign is interesting when you want to reach people who have already visited your site. For example, suppose you have an online store, and a visitor has left without completing their order. In that case, you might try to reach them through retargeting campaigns, to offer free shipping or an additional discount to invite him to complete his purchase. You could also show him advertisements for the product (s) he had added to his cart.

Campaign Google Shopping

This type of campaign is only for online shopping; it will directly display its products in a Google search. Users can then see your products without having to go to your website.

Search engine advertising is fine for most businesses; it’s just a matter of choosing the right promotional campaign type. You can be sure to appear on specific keywords in user searches by opting for search engine advertising.

Suppose you want to reach a specific clientele in order to increase your notoriety, offer limited promotions, promote a new product or attract people to an event. In that case, social media advertising is also likely to be a good option for your business.


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