Whether for personal reasons or market prospects, some people switch their careers from SEO to SEM, or from SEM to SEO. Whatever the purpose, they all want better career development.
Transitioning from SEO to SEM is absolutely feasible. Why? Because SEM includes both SEO and paid search advertising. In other words, moving from SEO to SEM means mastering more professional skills, and means doing search engine promotion while performing SEO optimization.

 

An unfamiliar field is like a mountain separating people. What does SEM mean? SEM covers a wider scope of marketing. Friends who want to advance in this field should keep studying and exploring!

 

Share a short story about transitioning from SEO to SEM:

 

To be honest, I don’t want to talk much about SEO. Most people already know the basics, and may think SEO is just that simple. But that’s not true. SEO looks easy, yet very few people do it well. Writing original content seems easy, but how many people can keep doing it for a year? Building backlinks seems easy, but how many people have made every single external link high-quality and relevant?

 

In fact, running a website is like a person growing up. You shouldn’t change your core character (content) because of external forces (search engines). Be true to yourself. After all, search engines only bring traffic; what truly supports a website is user experience and word of mouth.

 

Moreover, using SEO to improve performance is a long-term strategy, but not always the best business plan. To sum it up in one sentence: black-hat SEO (fast ranking) beats paid advertising, and paid advertising beats white-hat SEO.

 

Back to the main topic. Today’s discussion focuses mainly on SEM; experienced experts can skip this part.
I have long been engaged in SEO work, and only got involved in SEM due to work needs. At first, I learned the basics simply by searching for free articles online. Later, I realized this was not enough, so I started watching professional video tutorials. Teacher Zhao Yang’s SEM courses are very comprehensive, and each lesson is quite long. It took me nearly a month to finish the whole course, and I took a lot of notes.

 

I remember Teacher Zhao Yang said: no matter how many courses you listen to, it’s all in vain if you don’t practice on real accounts. So I specifically got a job at an SEM company. Below I’ll talk about what I gained from learning SEM:

 

 

1. First, account operation.
Nowadays, larger accounts (with at least several thousand keywords) usually require the Baidu Promotion client to operate. One important detail: every time you adjust a campaign or ad group, you must upload and publish the changes for them to take effect — unless you operate directly in the backend of the Baidu Promotion official website (www2.baidu.com).
For example, moving certain keywords from one campaign to another only requires cutting and pasting, which is very convenient.

 

Keywords also have an advanced search function that can match rules, helping you find exactly the words you need. Different campaigns can target the same keywords, though there may be regional differences. For keywords with good conversion, you can create a separate mobile campaign.

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