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Posicionamiento SEM: todo sobre las campañas de anuncios en Google Saltar al contenido Tienes una página web y quieres que sea visible en Internet, es obvio. Se puede alcanzar esa visibilidad aplicando ciertas técnicas y en este artículo te explicamos una de ellas:
el posicionamiento SEM . Siempre que existe una página web está presente el SEM, pero esto es como todo, no todos lo trabajan adecuadamente y pueden aprovechar sus beneficios. En este artículo no solo explicaremos el significado de SEM, sino también su diferencia con el SEO y
en qué consiste una estrategia de posicionamiento SEM . ¿Te interesa? Entonces, ¡siguenos!
¿Qué es SEM y posicionamiento SEM? Comenzamos nuestro tema con la siguiente definición :
SEM son las iniciales de la expresión anglosajona Search Engine Marketing. O sea, se trata del marketing que se hace en los buscadores.
Esta definición anterior no corresponde exactamente con la realidad, ya que cuando hablamos de SEM siempre nos referimos a campañas de anuncios de pago en los buscadores, principalmente Google, Bing y Yahoo. Más adelante daremos más detalles acerca del funcionamiento de los anuncios en Google, que es el más utilizado. VIDEO
Diferencias entre posicionamiento SEM y SEO Las acciones de marketing en buscadores pueden seguir estrategias SEM o bien estrategias SEO . El objetivo de ambas es el mismo: aparecer en las primeras posiciones de los buscadores. Explicamos en este apartado las diferencias entre SEO y SEM. Como ya hemos visto la definición de SEM, vamos a ver la definición de SEO, ya que nos ayudará a entender todo mejor. SEO son las siglas de Search Engine Optimization , o lo que es lo mismo, optimización en los buscadores. Lo que se hace con esta estrategia es optimizar las páginas web para los buscadores. La optimización se realiza mediante una serie de técnicas que no implican el pago de campañas de anuncios, por tanto es un proceso natural. Esta es una de las diferencias entre SEO y SEM que en muchas ocasiones no se entiende como es debido. Mucha gente te dirá que el SEO es gratis y el SEM no lo es y eso es para ellos la principal diferencia. Pero el hecho de que para hacer llevar a cabo una estrategia SEO no haya que pagar campañas de anuncios no quiere decir que el SEO salga totalmente gratis, ya que para que la estategia sea completa es casi imprescindible utilizar herramientas de pago. Para trabajar correctamente el SEO es necesario conocer el algoritmo de los buscadores y saber qué valoran a la hora de colocar una página en los primeros puestos . Los expertos en SEO están continuamente estudiando y evaluando las idas y venidas de los buscadores (especialmente de Google) para saber qué valora y qué penaliza. Es muy importante saber cómo te puede penalizar un buscador, ya que encontrarse con una penalización significa bajar en las posiciones o desaparecer de los resultados de búsqueda. Una buen trabajo de SEO tiene que contemplar las siguientes tareas:
Optimización de la arquitectura web. Aporte de contenido original y de calidad. Consecución de enlaces. El contenido de una página web orientada a conseguir estar en los primeros resultados de búsqueda nunca será copiado ya que eso podría suponer una penalización. Además tiene que responder a las búsquedas de los usuarios. Para conocer qué es lo que los usuarios buscan es necesario hacer un estudio exhaustivo de palabras clave . La consecución de enlaces es lo que en el mundo del SEO se conoce como linkbuilding. El linkbuilding se usa para aumentar la autoridad de una página web generando enlaces hacia la misma . Cuanta mayor calidad tengan los enlaces que apuntan hacia una página, más positivamente se verá afectado su posicionamiento. El linkbuilding es una de las partes de una estrategia SEO que más controversia genera debido, entre otras cosas, a la compra de enlaces. Además, si los enlaces que apuntan hacia una determinada web vienen de sitios de mala calidad, el posicionamiento se ve negativamente afectado. En conclusión: en SEO se trata de lograr visibilidad orgánica y en SEM se busca estar arriba de la tabla mediante campañas de anuncios de pago. Imaginemos ahora que buscamos en Google cualquier palabra. ¿Cómo sabemos cuál está ahí por SEO y cuál por SEM? Los resultados debidos a campañas SEM son fácilmente reconocibles porque junto a ellos aparece un cuadrito con la palabra «anuncio». Además en Google el cuadro es todavía más visible porque es de color amarillo.
SEO vs SEM La existencia de dos formas de trabajar tan distintas como SEM y SEO ha llevado a que algunos prefieran una claramente a otra. De ahí que si buscas información obtendrás resultados tipo «SEO o SEM» o bien «SEO vs SEM». En nuestra opinión ninguna es mejor que la otra, ambas tienen sus ventajas e inconvenientes y, según lo que quieras conseguir, lo mejor es una estrategia en la que se combinen las dos. Con el SEO no se pueden obtener un posicionamiento inmediato, cosa que sí puede lograrse con el SEM. Si necesitas salir en las primeras posiciones de los buscadores a corto plazo lo ideal es que pagues por ello. A su vez, ve realizando trabajo SEO en tu web, el cual poco a poco irá dando resultados. Quizá llegue un momento en que con lo que consigues con SEO es suficiente y ya no te hace falta una campaña SEM. Eso sí, cuando dejes de pagar los anuncios tu web dejará de aparecer en los primeros puestos y sin embargo en SEO los resultados se mantienen en el tiempo. De todos modos probablemente hayas visto empresas que salen en primera página tanto por resultados orgánicos como por anuncios. Esto es bueno porque contribuye al aumento de clics en tu web y refuerza tu marca .
¿Cómo planificar una campaña SEM? Una campaña SEM no significa pagar y ya está . Hay que seguir la estrategia correcta, dado que hoy en día hay mucha competencia y el hecho de no hacer bien las cosas puede hacerte perder mucho dinero sin obtener los resultados que deseas. A continuación te explicamos todos los puntos que tener en cuenta para que tu campaña sea un éxito.
1. Investiga el mercado y a tu competencia Es muy importante investigar el mercado y cómo está posicionada tu competencia. En esta investigación debes averiguar qué palabras clave utilizan y por cuáles están posicionando. En cuanto a la investigación del mercado, encuentra las búsquedas que se realizan en tu nicho y las palabras clave más utilizadas. De entre todas las que encuentres, conviene que utilices las que más se identifiquen con tu negocio. No solo debes analizar a los que hacen lo mismo que tú sino también a tu público objetivo . Así verás quién es más probable que te compre para dirigirte a ese cliente potencial . Por último, define el idioma de tu negocio y tu cliente potencial, así como también el destino geográfico de tu campaña.
2. Haz un estudio completo de palabras clave Aunque antes ya hemos comenzado a analizar las palabras clave o keywords, es ahora cuando vas a meterte de lleno con ello. En la etapa anterior has visto quién será buyer persona, por tanto ahora es cuando tienes que meterte en su piel y pensar qué buscaría en Internet. Según cuál sea tu segmento de mercado puedes obtener información sobre búsquedas en blogs y foros. Una vez que tengas la lista de keywords, agrúpalas en categorías y concreta cómo las vas a utilizar . Lo mejor que puedes hacer es que la palabra sea lo menos genérica posible, esto es, keywords que contengan varias palabras, lo que se llama una longtail. Por ejemplo, si tu web es nueva, es mejor que utilices la palabra clave «restaurantes para bodas en Madrid» antes que «restaurantes en Madrid», ya que esta última está más competida. Una herramienta de investigación de palabras clave que te ofrece Google cuando quieres hacer una campaña SEM es el planificador de palabras clave de Google Adwords . Se trata de una herramienta muy completa donde puedes ver varios datos acerca de las palabras clave, como su volumen de búsqueda y el coste por clic.
3. Planifica tu campaña teniendo en cuenta la localización y el dispositivo La localizacion y el dispositivo son determinantes ya que estas dos variables solo se pueden ajustar a nivel de campaña . Esto dicho así suena a chino, así que vamos a explicar cómo se concreta. Imagina que tu empresa se dirige al mercado de habla hispana. Una posible estrategia puede ser crear una campaña por país. A su vez, estas campañas de dividirán en dos: una para dispostivos móviles y otra para ordenadores o tablets. Por lo tanto, como los países donde se habla español son más o menos 20 y para cada dispositivo hay dos opciones, tendremos 40 campañas. Puede parecer mucho pero la verdad es que funciona, básicamente porque según la audiencia a la que te dirijas puedes emplear palabras distintas. Piensa en mensajes que llamen a la acción incluyendo las palabras clave has obtenido en la etapa anterior. También puedes utilizar giros idiomáticos diferentes según el país al que te dirijas. Cuanto más se identifique el lector con lo que muestras más fácil es que haga clic y, a mayor número de clics se reduce el coste de los mismos. Como las campañas óptimas se dirigen tanto a móviles como a otros dispositivos más grandes, hay que hacer ajustes para que los anuncios para móviles no aparezcan en ordenadores y tablets y viceversa . Para ello, al configurar la campaña para ordenadores hay que reducir totalmente las pujas dirigidas a móviles. Harás lo contrario para las campañas destinadas a móviles. Haciendo esto se consigue que las distintas campañas se activen solo para los dispositivos que nos interesan.
4. Ten en cuenta el dinero que quieres gastar en tus campañas Piensa cuánto quieres gastar en tu campaña SEM. Una vez que lo definas, selecciona un presupuesto diario para Google Adwords y un coste por clic. Una vez se agote el presupuesto diario, Google dejará de mostrar el anuncio. Cuantas más campañas hagas más presupuesto necesitarás. De todas formas, cuando tengas varias campañas funcionando es conveniente que utilices la opción de presupuesto compartido a nivel de cuenta . Con esta opción no repartes el presupuesto según las campañas sino para toda la cuenta. A efectos prácticos esto se traduce en que las zonas con más población gastan más del presupuesto que las zonas menos pobladas. A menos población habrá menos búsquedas y el presupuesto destinado será menor.
5. Analiza los resultados Ve echando una ojeada a los resultados que obtienes y actúa en consecuencia. Para ello puedes ir cambiando el texto del anuncio, las palabras clave que peor te funcionen o modifica el presupuesto . Tienes mil pruebas por hacer.
Uso de las palabras clave en posicionamiento SEM Al hacer el estudio de palabras clave, seguramente has obtenido un buen número de ellas. Por tanto quizá lo primero que se te pasa por la cabeza es que cuantas más keywords uses, mejor resultado dará la campaña. Realmente esto no es así porque los grupos de anuncios están definidos de manera muy concreta, por tanto es imposible usar muchísimas palabras clave. Los estudios que han hecho los expertos en Adwords vienen a decir que para una campaña no conviene usar más de un centenar de palabras clave . Más de esa cantidad significa que la categoría de ese producto está mal definida. Las palabras clave en posicionamiento SEM pueden ser de 3 tipos:
De concordancia amplia. De concordancia de frase. De concordancia exacta. La palabra clave que más se acerca a la de búsqueda del usuario es la de concordancia exacta, que será la que Google muestre y por tanto la más barata . Como no puedes saber a priori cuál es, una posible estrategia será tomar cada palabra clave tres veces con distintas variantes, así te acercarás al mejor coste por clic posible.
El texto de los anuncios en una estrategia de posicionamiento SEM En todo lo que se refiere a SEM e incluso a la publicidad en las redes sociales, los test A/B están a la orden del día. Un test A/B no es más que probar dos opciones a ver cuál da mejor resultado . Normalmente, si una da un resultado bastante mejor que la otra, lo que se suele hacer es retirar de circulación la que da peores resultados. En una campaña SEM esto se hace con los textos de los anuncios. Cuando lanzas dos anuncios con el mismo objetivo y diferente texto, ves cómo funciona cada uno y al cabo del tiempo que determines, se retira el que menos interacción cause y se reemplaza por otro nuevo. En conclusión: los tests A/B están en continuo proceso. Para saber cuál de los anuncios está funcionando mejor, hay que tener en cuenta el número de visitas a la página y el número de clics . Divide el número de clics por el número de visitas y multiplica el resultado por 100. Este resultado es un tanto por ciento y el mayor de ellos corresponde al anuncio que funciona mejor.
Estructura de los anuncios de Google Adwords Hemos visto más arriba que las campañas se estructuran teniendo en cuenta localización y dispositivo. A diferencia de esto, los grupos de anuncios se estructuran teniendo en cuenta el producto . Así, si tienes una tienda online de ropa, tendrás que crear anuncios distintos para cada tipo de ropa. El tipo de ropa también puede incluir marcas comerciales según la intención de búsqueda de usuario detectada.
¿En qué consisten las pujas en posicionamiento SEM? El hecho de pagar por que tu anuncio se muestre no es suficiente para salir en las primeras posiciones de los anuncios posicionados de Google. El algoritmo de Google tiene en cuenta más factores, que es lo que conocemos como puja . La puja se define según varios criterios. En primer lugar debes entender que no se trata solo de una puja sino de dos . La primera determina la posición y la segunda el precio real o final que el anunciante pagará. Dicho anunciante solo paga cuando un usuario hace clic en el anuncio, pero el momento de la subasta es cuando el usuario escribe las palabras clave que desea buscar. Google quiere que los usuarios hagamos clic en los anuncios patrocinados y los anunciantes quieren muchos clics para que no cuesten demasiado dinero, se produzcan conversiones y así sigan confiando en la publicidad de Google e invirtiendo más en ella. Ya hemos explicado cómo funciona la famosa subasta. De cómo se produca la subasta dependerán dos cosas:
El precio que paga el anunciante si un usuario hace clic en él. Dicho precio puede no parecerse a lo esperado según lo que se haya ofertado inicialmente para que el anuncio se publique.La posición del anuncio en los resultados de búsqueda, incluso si llega a salir. Aunque parezca extraño, el hecho de haber pagado no significa que el anuncio vaya a aparecer. El anuncio que gana la subasta es el que sale en primera posición y a continuación saldrán los demás en orden de cómo hayan quedado en la subasta.
1. La fórmula de Google para determinar la posición de los anuncios en el ranking Los anuncios se pagan cuando alguien hace clic en ellos. A su vez, el anunciante ha ofrecido un coste para los clics. Es decir, que lo que hace el anunciante es una puja máxima por encima de la cual el anuncio no sale a subasta. Este es el coste máximo por clic . Por otra parte, se tendrá en cuenta el nivel de calidad de la palabra clave del anuncio. Para determinar el nivel de calidad de las keywords de los anuncios se tienen en cuenta el porcentaje de clics, la relevancia del anuncio con la palabra clave y otros factores. Explicados estos conceptos, ya podemos entender cómo Google calcula las posiciones del ranking. El primer anuncio que saldrá será el que obtenga mayor puntuacion en la operación que resulte de multiplicar el coste máximo por clic por el nivel de calidad del anuncio. El resultado que saldrá será de 1 a 10 y el anuncio ganador será el que tenga el valor más bajo.
Ranking = (CPC máximo) x (Nivel de calidad)
Por ejemplo: tenemos un anunciante cuya puja es 3 euros y la calidad es 1. Otro anunciante tiene una puja de 2 euros y calidad de valor 2. El anunciante ganador será el primero descrito.
2. Fórmula para calcular el coste por clic Vamos a ver otra fórmula, que es la que utiliza Google para calcular el precio real que un anunciante paga por clic. En general, los anunciantes pagan según la puja inmediatamente inferior a la suya . Por ejemplo, el anunciante que ofrece la puja más alta nunca pagará ese dinero sino el que ha ofeecido el anunciante inmediatamente inferior. Siguiendo esta regla, el anunciante que haya pujado por la menor cantidad no verá sus anuncios publicados. Pero Google no solamente mira el dinero sino la satisfacción de los usuarios y los beneficios de los anunciantes. Por eso introduce otro factor que es el nivel de calidad, que ya vimos en el apartado anterior. Cuanto más interés tengan los usuarios en el anuncio, más alto será el nivel de calidad. Entonces la fórmula es la siguiente
Coste real = (Ranking del competidos inmeditamente inferior)/(Nivel de calidad del anunciante)
Después de todo esto podemos concluir diciendo que una puja alta no es lo que más vale. Esto tiene que ir unido con un buen nivel de calidad porque así tendremos un mejor ranking en el anuncio. Así que un anuncio con una respuesta de usuario relevante conseguirá una mejor posición con un coste por clic menor . VIDEO
¿Cuál es tu experiencia con las campañas de posicionamiento SEM? El SEM ha sido y sigue siendo muy relevante en el mundo del marketing online . Quizá haya perdido algo de popularidad desde la llegada de Facebook Ads . La publicidad de Facebook requiere menos coste que el SEM hecho con Google Adwords y no depende de las búsquedas de los usuarios sino de la segmentación del público al que se quiere dirigir. Si tienes cualquier cosa que comentar acerca de tu experiencia con Google Adwords y el posicionamiento SEM , la zona de comentarios es toda tuya. ¡Te esperamos!