SEM (Search Engine Marketing):
Increase website leads and sales by getting more qualified traffic.
Search engine marketing (SEM) usually means pay-per-click (PPC) ads which appear on search engines and related websites, but you pay only when a user clicks on your ad. The benefit of SEM is that you can tweak and optimize your ad campaign at any time.
When to Use SEM:
SEM is a good tactic whenever you want to:
- Scale up traffic quickly
- Appear on search engines when you’re not ranking organically for important keywords
- Mitigate risk by diversifying your traffic sources
- Test marketing campaigns or new offerings in “real time”
General SEM Tips:
If you want a successful PPC campaign, do some preparation beforehand and be prepared to keep a careful eye on results.
Review your keywords. Take a look at your keywords and then use a free tool such as Google’s Keyword Tool to expand on your keyword ideas.
Create campaigns with unique settings. Create different campaigns with different themes or geographic targets. The more specifically you can address your target audience, the better your results. Different campaigns let you segment your campaign and track the ROI of each campaign theme.
Create ad groups based on related keywords. Each ad group should contain 1 to 50 keywords that are closely related to each other. For example, “green apples” and “red apples” should each be in their own ad groups. Even though they are both apples, they are not the same and will require different landing pages.
Create an offer and landing page for each ad group. Your ad copy sets a visitor’s expectations and your landing page must meet those expectations. If your landing page’s visuals and offer don’t match the offer from your ad, the visitor will most likely use their browser’s BACK button to bounce away from your site.
Monitor your results. Track your results and calculate the ROI of each ad campaign, ad group, and even each keyword. Scale up your profitable keywords and scale back your unprofitable ones. To optimize your messaging, you should also split-test different ads and landing pages.
Other Smartt Resources:
- Stay on Top of Negative Keywords
- How to use PPC campaigns to enhance your SEO
- How Canadian Brands Can Leverage Location-Based Advertising
- 4 SEM Tips For a Successful 2013 Holiday Season
- Simple Tips for Google Adwords Success
- Use Digital Marketing Metrics to Avoid “Trial and Error” Syndrome
- 4 Easy Digital Marketing Steps to Increase Sales Astronomically
How Smartt Can Help:
SEM campaigns often launch under tight deadlines. They also need constant monitoring to optimize results and ensure ROI. Talk to us about customizing a 3 – 6 month digital marketing management engagements that exactly fit your SEM campaign needs. From start-to-finish, we will:
Design your PPC campaign strategy
Manage your PPC campaign
Create your display banners
Create and optimize your landing pages
Create mobile PPC advertising
Manage Google search advertising and Google content network advertising
Report on ROI and insights
Get in touch or call 604-473-9700