Search Engine Marketing: turning a request into a business opportunity

SEM: capturing intent, not just traffic

When we talk about SEM, we are actually combining two things:

• The SEO, or natural referencing
• And especially the SEA, advertising on search engines (mainly Google)

But in common usage, when we say SEM, we often talk about SEA.

The strength of SEM is its perfect alignment with user intent. Anyone typing a request? He has a need, a desire, a question. SEM allows you to be present right at that moment, with an adapted response. No need to divert attention like on social networks: here, we are in a logic of action.

🧠 Each search is a question. Your ad should be a response. And your landing page, the logical continuation of this conversation.

The difference is subtle but important: where other channels seek to stimulate Of interest, the SEM is content with the reveal — as long as you are in the right place, at the right time, with the right message.

But be careful: this promise only comes true if everything is aligned. If your ad is vague, or your page doesn't live up to the promise of the message, then each click will cost you dearly — with no return.

And that's not all. SEM is not just about “bringing people in.” It can also play a strategic role, such as validate a positioning, test a hook, or refine a communication angle. In a few days you can find out what really works. A great tool to feed other marketing channels and their marketing statistics.

Choosing the right words: where it all starts

The first step in an effective SEM strategy is a solid semantic analysis. The objective is not to seek volume at all costs, but to aim for requests at high potential of conversion.

A well-chosen request is an explicit intention. The user does not wander around randomly: he is looking for a solution. And that's where you can be useful to him — if you've identified that intent correctly.

Three main families of requests coexist:

• Informational : the user is trying to understand a subject (e.g., “what is SEM”)
• Navigational : he is looking for a particular site or brand
• Transactional : he is ready to act (e.g.: “SEM Paris agency”, “free Google Ads tool”)

It is on this last category that you should focus your SEA efforts. It reflects an immediate need, often accompanied by an intention to buy.

Beyond this typology, it is useful to cross your semantic analysis with your conversion tunnel. Some requests fall under Top of Funnel (TOFU), others are closer to the decision (BOFU). Adapting your messages according to the user's maturity level reinforces the impact of your campaigns.

Another lever that is often underestimated: internal data. By analyzing the queries that led to your best past conversions, or by comparing the results with your CRM, you can identify ultra-targeted keywords that are sometimes not very competitive, but have very high value.

Finally, you should also think about the correspondence typology in Google Ads. Starting with modified broad matches can help gather signals, before refining to exact matches once the best terms have been identified.

A clear structure, a successful account

A well-structured Google Ads account is like a well-built home: each room has a clear function, and the whole thing fits together.

Many advertisers fall into the “catch-all” trap: a single ad group for a range of keywords, a single page for all targets, and ads that are too generic. The result: poorly qualified traffic, low conversion rates, and rising costs.

The right method is to segment finely. A campaign should have an objective. An ad group must meet an intent. An announcement should make a clear promise. And a Landing page must follow up this message logically. Nothing more, nothing less.

🎯 The less you mix, the more in control. The more you segment, the more you learn.

Good structuring also makes it possible to conduct effective tests: comparing two approaches, two offers, two creative approaches — and to draw actionable lessons from them.

And above all: think of the consistency between the ad and the landing page. Google notes this relationship with a key metric, the Quality Score. The stronger this consistency is, the more your acquisition costs fall... and the more your conversions increase.

Follow, test, adjust: SEM is an endurance sport

Contrary to what one might think, an SEM campaign is not managed by “set and forget”. It is not an automated lever that can be left running unattended. On the contrary: to function well, it must be observed, optimized, adjusted constantly.

It's not just about looking at the click-through rate. It is only the beginning. The real indicators are elsewhere: the cost per conversion, the conversion rate, the Return on advertising investment (ROAS), and of course the Quality Score.

By crossing them you can understand where is the point of friction. Is that the message? The audience? The page? The promise? The right diagnosis prevents you from changing the wrong variable.

A good dashboard, even a simple one, is essential. It allows you to make decisions based on reliable data, not on instinct.

Another reflex to adopt: The permanent test. A/B testing on titles, hooks, CTAs... Sometimes, a simple word changes everything. And sometimes, it's not the “prettiest” version that performs, but the one that gets right to the point.

Finally, adapt your bidding strategy to your stage of maturity. If you're still lacking in conversions, avoid automatic auctions: they can do anything without solid data. On the other hand, once your account is well funded, Google machine learning can really make a difference.

SEM, SEO, branding: a trio to be harmonized

SEO and SEA are often wrongly opposed. In reality, these two levers can—and must—work together. SEA makes it possible to quickly test messages, intentions, and hooks. SEO then perpetuates what works.

For example, a SEA landing page that converts well can very well serve as the basis for a more complete SEO page. The keywords that click well in SEA are often the ones that deserve a content strategy.

SEM also allows you to validate your brand positioning. If your ads are too generic, if your tone is too neutral, you will be drowned in the crowd. On the other hand, a clear, differentiating message, consistent with your brand universe, can make a real difference in click and conversion rates.

And above all: align your ads with the overall experience you offer. The consistency between the ad, the tone, the promise, and the page makes all the difference. This is where the perception of value comes into play... and the desire to take action.

SEM, a lever to be activated (but not overused)

SEM is powerful. But it is not a miracle solution, nor a substitute for a fundamental strategy. You have to know When to activate it, and above all wherefore.

Here are some typical cases where SEM is particularly relevant:

• The launch of a product or an offer
• Testing a positioning, a message, or a communication angle
• Rapid lead acquisition to support commercial activity

But be careful not to make a crutch out of it. Too many brands rely exclusively on SEA... and lock themselves into budgetary dependence. As soon as costs increase or conversions falter, everything falls apart.

The real challenge is to integrate SEM in a global strategy : Branding, content, social, SEO, CRM. It then becomes an accelerator, not a patch.

⛔ If your campaigns are less and less profitable, it may not be Google that should be blamed. It is your value proposition that must be challenged.