A well strategized SEM campaign can help businesses increase their revenue drastically. It is one of the most crucial elements to an advertiser’s overall conversions and revenue. However, because Google charges you for every click you get from your ads, a poorly managed search engine marketing campaign can cost more than the revenue it brings in.
While there is no silver bullet to a healthy and productive search engine advertising campaign, some basic tactics ensure you take the necessary steps to optimize the entire experience and drive conversions. Here are five of the most effective elements when optimizing SEM campaigns.
You may think it will be smarter to run only one ad when you’re just getting started. However, when you run an ad, you need something to compare it to. Any successful SEM company recommends checking your bids while running two ads even if it’s your first campaign.
Bids are set by Google and can fluctuate as the market changes and depending on the quality score of your ads. Moreover, just because your ad garners several clicks or has a high click-through rate (CTR), it doesn’t necessarily mean that it’s performing well. You need to determine if it’s actually converting into customers or leads. An SEM specialist runs at least two ads side by side so he/she can compare their performance and see which one is bringing more leads to your business. After all, the ultimate goal is to minimize spending on low-performing ads and increase bidding amount for high-performing ads.
This is by far one of the most overlooked aspects of search engine marketing, especially paid search.
It’s easy to get lost in the paid search platforms, tweaking bids, testing ad copy, and funnelling all your energy into Google ads. However, something very important happens after a user clicks on an ad - they go to your website. The final goal of your search engine advertising efforts is to make a sale. While an eye-catching ad drives qualified leads to a landing page, that’s only the first half of winning. It is then the job of that landing page to convert that prospect into a paying customer.
You should have your landing pages optimised by making the message of your ads align with your landing page message. It’s essential to maintain consistency between your keywords, ad copy, and landing pages. Doing this will improve both your click-through and conversion rates while lowering your CPC.
Since you know your customers are interested in your offer and message in your ad, you can increase conversions by presenting the same message and CTA on your landing page. An SEM specialist follows this basic rule to craft more compelling ads that will help your brand’s customers understand your value and drive more conversions.
One of the most powerful tools at your disposal to ensure the integrity of your Google Ads is to utilise negative keywords. The platform lets you specify what keywords are not a good fit for your product or service. By telling Google what your product is ‘not’, you prevent your ads from showing on keyword searches that don’t align with the customers you want.
For instance, if you manage rental apartments for only students and not traditional families, you can receive qualified traffic by excluding terms like “family” along with “cheap” and other qualifiers to negate traffic from searchers that aren’t in your demographic. It is of prime importance to tell Google what your product and service is not, just as much as it is to tell Google what it is.
Keywords are a significant part of both search engine optimization and search engine advertising campaigns. However, with SEO, you’re optimizing for keywords but with PPC, you’re paying/bidding for keywords. But the way to research your keyword is about the same for both.
Once you have done your research and identified the best keywords for each ad, determine which match type is going to attract the most targeted traffic.
Search engines like Google use these match types to decide which type of search queries should display your ads. There are four types of keyword matches, meaning 4 possible ways to tell Google to handle the keywords you bid on:
1. Broad - the widest net willing to match searches with any words in any order that include the target keyword.
2. Broad Match Modified - the second widest net that allows an ad to show for any keyword in the phrase you’re bidding on. Broad Match Modified tells Google “it must have all of these terms in the search query, in any order or placement”.
3. Phrase Match: This modifier will show an ad only when searchers use the exact phrase specified. The query must contain all the keywords noted and put in the exact order.
4. Exact Match: This keyword modifier is similar to phrase match; traditionally ads will only show with the exact search query one inputs, but Google relaxed this somewhat by showing an ad for things like misspellings, plural versions of a word, or inferring interchangeable keywords to what has been specified.
Many of your business’ future customers use mobile devices, and most importantly, users convert on them. Mobile-focused SEM campaigns can potentially give you the best chance to engage with your mobile customers in the right format on their preferred device. An efficient SEM company separates campaigns to drive more qualified clicks. They determine if a campaign should have a mobile-only component by analyzing the conversions by device. Since smartphones outperform desktops and tablets, a positive ad modifier can be added for mobile phone users to maximize visibility there. Certain local search engine marketing strategies can also take advantage of mobile-only campaigns by focusing on click-to-call extensions.
NCSofttech is an SEM agency helping your business achieve its digital marketing and revenue goals through customer acquisition. Our team of experts are skilled at building and optimizing conversion-based national or local search engine marketing campaigns. At NCSofttech, we strategize, implement, test, and continuously analyze campaign data to improve performance. Whether our team is taking over an existing campaign or starting from scratch, we deliver conversions, not just clicks.