Skip to main content

Optimizing your SEM strategy: a wise and profitable decision

September 28, 2021

light bulb with SEM word

For those of you not yet familiar with the acronym, SEM stands for Search Engine Marketing. It is a high-level term that includes organic (SEO, Search Engine Optimization) and paid (SEA, Search Engine Advertising) search engine advertising to increase a website’s visibility in search engine results. It’s a common technique that ensures your website won’t be the 187th one listed when searching on Google.

It’s a fact of life in the digital age: if you're not online, you don't exist. And it’s even truer for your business.  

Recent studies show that 78% of consumers will research something online before deciding on it, whether it be finding a notary, an accountant or the nearest florist, people will look online before heading out to make a purchase. To make your website easier to find, it’s important that your online presence be as effective as possible. In this culture of consumerism and instant gratification, competition is cutthroat, people want it all, and they want it now, which is why SEM can be such a helpful tool, no matter what industry you’re in.

Catherine Vigeant, Concordia Continuing Education's Marketing and Business Development Director, recently said, “SEM is a science that’s developing a little more everyday. It is impossible to become an expert in one day, however mastering the basics of this practice is an essential tool for the survival of any business.” She also adds: “Knowing the basic principles will allow you to build a solid strategy and/or give a clear direction to your team of specialists.”

CCE offers an SEM online workshop that will enable you to:  

  • Understand how paid search works as part of the marketing mix;
  • Grasp the structure of PPC & display campaigns;
  • Research keywords and write effective ad and landing-page copy;
  • Implement an ad campaign and digital marketing strategies to increase web traffic and brand awareness;
  • Measure and assess the performance of an SEM campaign;
  • Optimize an SEM campaign based on data and analytics.

Taught by marketing and digital expert, Tarek Riman, you’ll be ready to face the competition with confidence.

Find out all the details on this workshop here.

Back to top

© Concordia University