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June 2018

10 Quick Tips To Improve Your SEM Search Engine Marketing – Rohan Ayyar

By Search engine marketing No Comments

Assuming you have a fundamental understanding of SEM platforms like Google AdWords and Bing Ads, as well as digital advertising methods like Pay Per Click (PPC), here are ten quick ways to improve the effectiveness of your campaigns. SEM.

Search Engine Marketing (SEM) is the process of improving your website’s visibility on search engines, primarily by showing ads that target the keywords your customers are looking for. To some extent, this also involves organic marketing, or what is better known as search engine optimization (SEO).

Assuming you have a fundamental understanding of SEM platforms like Google AdWords and Bing Ads, as well as digital advertising methods like Pay Per Click (PPC), here are ten quick ways to improve the effectiveness of your campaigns. SEM.

1. Don’t start without keyword research.

If someone says “the keywords are dead” just look the other way. Keywords or search queries are always at the heart of search engines, and with the rise of voice search, you need to target even more semantic terms and long tail keywords. Use tools like SEMrush Keyword Magic or Topic Research to generate relevant lists of primary and secondary keywords (and associated or industry-specific phrases that your audience is looking for) before starting any SEM campaign.

2. Base your ad format and copy on the nature of the SERPs.

There are three types of search queries: informational, navigation, and transactional. Search engines change the way they display ads depending on the nature of the query. For example, the transaction terms generate Shopping ads that display the product and the price. Make sure to create ads based on searcher’s intent, keeping your customer journey and sales funnel in mind.

3. Optimize for cross-channel marketing.

Search engines take many factors into account when ranking a website for a keyword or phrase. This includes the relevance of your content as well as the value of your branding. As a result, even your campaigns on other websites, social media, or even traditional channels indirectly influence how people search for your brand terms and how Google associates your brand with unbranded terms.

4. Watch your competition closely.

SEM is a channel where you can easily emulate your competition – and beat them with a few tweaks. After all, your options are limited by the functionality of the ad exchange or platform, like Google AdWords. In addition, you can also bid on your competitor’s brand terms if they are not, as well as your own to keep them from getting the upper hand without spending a lot.

5. Use guides.

Half the money spent on advertising is wasted. The problem is which half. Determine your key performance indicators (KPIs) at the start of each campaign and monitor each metric – like cost per click (CPC), cost per acquisition (CPA), customer lifetime value (CLV), clickthrough rate (CTR), ROAS (Return on Ad Spend), and so on – it’s important for tracking your KPIs. Be aware of the standards and averages of these metrics in your industry to be sure your budget is being used wisely.

6. Get professionals to write your ad copy.

Search marketers and account managers can be forgiven for thinking that if they understand the ad platform, they can copy the ads as well. Big mistake. Bring in a creative team to create your titles, texts and graphics, and have them checked by a subject matter expert for the technical details. The traditional approach to advertising always works best, if you can do it and scale with digital speed.

7. Effectively target desktop and mobile devices.

People search in different ways from mobile and desktop devices. Mobile queries have immediate, location-based context, while desktop searches are more focused on information gathering. The cost of these ads also varies accordingly. Create different ads for mobile and desktop taking these factors into account.

8. Target locations carefully.

Google AdWords allows you to geographically target people using attributes such as their IP address, GPS coordinates, or specified location. Apart from that, you can target customer segments at the national, regional or proximity level (radius around a location). Research the cultural preferences and external influences in each location before launching a campaign in that region.

9. Use all the features of the platform, especially the news.

Google AdWords frequently changes the way its ads are structured and displayed. They introduce new “extensions” from time to time, allowing you to add critical information such as a phone number, limited time offer, or shipping information to your ad copy. These features are displayed prominently by the search engine itself, so there is no point in ignoring them. You can also use different bidding strategies depending on these characteristics and factors such as time, location, and device.

10. Always test.

Keep experimenting with different facets of your campaign. You can test the keywords you’re targeting, parts of your ad copy (headline, link, etc.), text, layout, and calls to action on your landing pages (where visitors land when ‘they click on your ad), bidding strategies, and more. Based on the results, you can start new campaigns, stop the poor performing ones, and get more ROI over time. This is by far the fastest, most efficient way to find the growth hacks that are right for you!

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